09November

4 Key Metrics to Review for Content Marketing Success

Posted by - Bess Obarotimi

What do companies who experience great Content Marketing success do? They check the metrics, all the time. Don’t check the metrics and you run the risk of applying half-hearted strategies followed by equally languid results.

Review the metrics. If you have strategies which work towards achieving higher conversions, increased social sharing, longer website page views and more page views, you need to understand what is or isn’t making them work. Else, you’re pretty much like a hamster on one of those exercise wheels.

Be in a good position to create winning strategies. Not doing business off the top of your head.

So, which key metrics do companies need to look at to provide the answers? I’m saying these four:

1. Page Views
2. On-Page View time
3. Conversions and
4. Social Sharing.

Below I will explain the significance of these metrics.

The Importance of Google Analytics

Content Marketing Metrics

Turn to your Google Analytics to easily glean page views and on-page view time metrics from your website. Knowing how much time visitors are staying on your site and why indicates what content is more appealing to them. Let’s say perhaps you sell advertising on your site; you’ll want visitors on your site for longer.  Your ads will be seen more frequently the longer time is spent on your site usually. Good news for you and your advertisers.

And remember, we’re not just talking about ads. The more time spent on your site, the more likely your products will be bought, your content will be viewed and there will be sign-ups to your newsletter. You need people who want to spend time on your site to achieve your business objectives.

One metric may be more useful than another, depending on your end goal but you need the metrics to determine the effectiveness of your Content Marketing efforts.

What are website users doing on your site?

Your conversion data will reveal which specific content translates into more downloads of eBooks, newsletter sign-ups, discounts, vouchers, product sales, etc.

Another area of interest is social sharing. Are your consumers interested enough to tell their friends about the brand?  So you’re looking at that reveal the virality of our content. Some content needs do the rounds as it gives us social proof that our brand is relevant. Use apps like Facebook  Analytics, Twitter Analytics or Hootsuite or SproutSocial to check how well you’re doing. They are some of my favourite apps.

Content Marketing Analysis is Integral to the Business

Content Marketing metrics

The purpose of not overlooking any form of analytical activity is as a business you have objectives and goals. Periodically keeping a keen eye on the performance of your Content Marketing Strategy will allow your business to meet those goals. Studying Content Marketing Metrics is a key element in you achieving business success.

From the analysis, you’ll be able to make stronger, more compelling content and campaigns. You’ll discover what strategies and action are necessary to grow your digital communities. Furthermore, you’ll understand customer behaviour in depth and so much more.

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