To measure the efficacy of the content being produced, content marketers must rely on key metrics that demonstrate each piece or each campaign’s ability to engage with the audience, inspire sharing and generate sales. These five metrics are best tracked with an analytics program that can monitor each component and provide detailed reports to marketers.
1. Subscriber Growth
Part of the reason for producing stellar content is to grow the number of subscribers on the site or for the brand, right? Content marketers can keep notes to track the strategies that encourage subscriber growth. Analytic services offer tools to track this growth, as do marketing email programs and plugins.
2. Social Shares
This key metric is important for all types of content, because it gives you a good indication of how your content is resonating with your audience. After all, social media can boost brand awareness substantially. Monitoring social shares lets you identify the best-performing pieces of content so you can use that to set benchmarks for new pieces. Content marketers have a host of tools and plugins, including Google Analytics and other services to track this important metric.
3. Time on the Page
Social shares aren’t the only way to measure the effectiveness of sponsored blog posts and other types of content. The time that people spend on pages is another key metric. Visitors who stay on a page for three minutes or longer are twice as likely to return to the page compared to those who bounce or leave quickly. Despite its importance, fewer than 30 percent of content marketers actively monitor the length of their content engagement. Web analytic services that provide content marketers with information about the amount of time visitors spend on a page help measure the power of the content to engage with its audience.
4. Conversion Rates
Whether you’re working with sponsored blog posts or other types of content, conversion metrics are the key indicator of how effective that content is in converting your audience into customers. Website analytic programs calculate various conversion metrics for you to offer unique insight into how your blog is interacting with your audience. Examples include traffic sources, interactions per visit, new visitor conversion, returning visitor conversion and the bounce rate.
- Traffic sources: This tells you how many people visit your site by typing your blog’s URL into the browser, versus those that visit based on a search query or after being referred by another blog.
- New visitor conversions: This gives you valuable information about how you can improve new user experiences.
- Returning visitor conversion: This offers insight into why the visitor returns, and, if they didn’t convert on their first visit, what you did differently the second time around to get them to convert.
- Bounce rate: This measures the rate at which new site visitors immediately click away from your blog. Reasons often include weak landing pages, poor design and low usability.
5. Click-Through Rates
This analytic allows content marketers to measure just how effective those carefully crafted calls to action (CTAs) are in inspiring the audience to take the next step. This helps marketers evaluate the performance of individual pieces of content, in addition to the content’s position in the funnel relative to the buyer’s individual buying process. A low click-through rate may indicate that the content itself needs tweaking, or it may show marketers that the CTA needs to be reworked for where the content is placed in the funnel.