Do you know if your digital marketing is working towards your goals and objectives? How is your content performing? To know the answers to these questions, you should monitor and analyze the performance of individual pieces of content regularly. Not only it will help you optimize your content strategy but also help you accomplish goals much efficiently.
Well, the main question here is how to monitor and analyze the performance of the content. The answer is the right metrics. This is extremely important to choose the relevant metrics you track for performance analysis.
Analyzing the engagement metrics will tell you about the potential of the content of how your audiences are interacting with the content. Let’s look at the metrics you should track to measure the engagement.
1. Likes and shares
These are mainly social media metrics of your content engagement and popularity among your target audience. However, a share has more value than a like because it not only ensures that someone found your content interesting but also expanded its reach. The higher these metrics are, the better your content is performing.
If the sole purpose of your content is to engage with the target audience. In that case, the number of comments under the post is the best metrics to evaluate the level of content engagement even better than shares and social likes. Since it takes more time to write a comment than to like or share a post, it considered as valuable metrics. So, if a reader was motivated enough to express his opinion in a comment section, it means the reader finds it worthwhile.
You have written a fantastic blog post, and you know it is worth reading. But how would you know that it’s valuable for others as well? When someone refers to your blog by mentioning it, it shows the worth of your content. Tracking mentions of your content both in social media and other digital marketing channels help you evaluate the performance and engagement. While tracking mentions, pay special attention to their sentiment, context, and authors.
If other blogs from other sources partly quote your content or refer to it as a source, this is considered as a mention. And if the full text of your blog/article, creative images, infographic, video, or any other piece of content is published on a third-party website or social media, this is considered as a republication/repost. The ubiquitous example of reposting/publishing you can easily find on Instagram.
“If content is king, traffic is its army.”
If no one is coming to your website, it doesn’t matter how amazing your blog posts are – nobody will read them, and so they won’t be doing you any good. It’s important to track traffic metrics to evaluate content performance. In Google Analytics, the metrics you want to be looking at are:
1. Page Views
It indicates the total number of times a particular page on your website was visited.
It’s one of the key content marketing metrics to track that can give you a basic understanding of how good your content has performed in comparison with other posts published in the same period. It helps you decide the types of topics that attract more attention.
2. Unique Visitors
This metric is similar to page views, but instead of several times, it shows the total number of audiences who visited a particular page on your website. It helps you evaluate the scope of your audience.
3. New and Returning Users
It shows you the percentage of new and returning visitors. This metric helps evaluate the potential of the content to attract new users as well as retain old users.
4. Bounce Rate
It shows you the percentage of users that left the page they landed on without viewing any other website pages.
A high bounce rate is often considered bad for your content, but it is normal if you have several returning page visitors who read new content, find relevant information, and leave your website after that.
5. Pages Per Session
It is the average number of pages a user views during a session on your website. This metric helps you know how engaging and well organized your content is to motivate a visitor to discover another web page. If your blog or website has engaging content, the proper internal linking session will be higher.
6. Traffic Sources
It shows the sources of traffic to your website. Analyzing traffic sources helps you to identify which marketing channels and strategies are working best for your content distribution. For example, if your majority of traffic is coming from social media, you should put more effort into it.
Search engine optimization metrics help you monitor and compare the organic performance of your content. These metrics should be on your radar if the purpose of your content is traffic generation. There is plenty of free and paid tools (SEO Analyzer, Google Analytics) you can use to monitor these metrics.
1. Organic Traffic
This metric tells you the number of users who are coming to your content through a search engine.
Low figures may imply that your content doesn’t provide a complete answer to the query made by users or the blog page is not appropriately optimized for search engines.
Search engines consider backlinks as one of the most crucial ranking factors. When you track this metric, make sure that you include many backlinks from unique domains only (exclude spammy ones). If the number of backlinks is high, your content is valuable and worth referring to others.
3. Dwell Time
Dwell Time tells the average period a visitor spends on the page before returning to the search engine result page (google).
For example, if a user comes to your blog page and returns right away to the search results, this gives a negative signal to search engines, and it affects your ranking.
If the dwell time of your website is low, you need to make your content engaging.
The more keywords your content is ranking for, the more traffic it will bring to your content. To analyze the performance check the number of keywords your content ranking for in the Google top 3.
The end goal of the content is to help your business generate revenue. The following are the most common metrics you need to look at:
1 Number of Leads
This is the number of potential clients, who have shared their personal details through contact forms, sign-ups for updates and newsletters, downloads of materials, etc. throughout the digital marketing campaign. You should monitor this metric every month.
2. Conversion Rate
This is the ratio of visitors who took the desired action (click, registration, download, etc.) after interaction with your content to the total number of viewers.
3. Revenue Influenced / ROI
Return on investment (ROI) is the revenue generated from the investment you made on your digital marketing efforts. If your content brings no ROI over a long period, you should assess your content and channel.
Start the metrics analysis of content by thinking about the goals of your business. Try only to measure the metrics that are important for the goals and ROI.
Don’t evaluate your content performance using just one metric. Always try to consider different data based on various metrics. By examining all available data as a whole, you will have a clear and complete picture of your content results.