The value your copy creates for your company is all that matters, no matter how intriguing or well-written it is. However, content marketing might require a lot of time and resource commitment. So, how can you know whether your article was worthwhile? By keeping track of its performance. Here are some metrics the we use as Melbourne SEO Services that you should focus on too!
Although you may have heard that traffic is a vanity statistic, it is still one of the primary reasons why companies utilize content marketing. As a result, it remains a key statistic for assessing content success.
The number of persons that accessed your website’s page through a search engine is referred to as organic traffic. A low number might suggest that the page was not adequately optimized. Alternatively, the search volume for the terms in the material may be insufficient.
Social media traffic and engagement
A common performance indicator is whether or not material generates reactions and comments on social media. Analyzing traffic and seeing how people interact with your material on social media channels may help you figure out how people feel about your company.
You may look at qualitative data in addition to tracking comments, likes, and shares. For instance, how and when are you referenced on social media? How many shares and comments have you received thus far?
Time Spent on Page
The average Time on Page measure will show you whether your visitors are reading your information thoroughly or merely skimming it. If you see that users are spending a lot of time on specific sites, it’s a positive sign that it’s a top performer and that they find the information useful and fascinating.
It’s a success if individuals read the article and then convert to a community and participate in the community as a result of the original content. Identify the best-performing and worst-performing pages while reviewing your content. This exercise will help you figure out what kind of content to create, how long it should be, and how it should be structured for future marketing efforts.
The total number of leads produced
The amount of generated leads is another crucial aspect to consider when analyzing the success of any piece of content. The majority of the time, leads are potential clients. They are those who have divulged personal information while interacting with your material. This is when gated material (including ebooks, reports, white papers, webinars, and online courses) comes in useful and makes data collecting easier.
If you’re getting a lot of new leads, it means your target audience considers your material useful. People don’t give up their email addresses or other contact information for something they don’t need or find interesting, after all.
Getting fresh leads, though, isn’t enough. Existing leads, or those who have previously interacted with your material and supplied their contact information, are sometimes available. You’ll want to keep these visitors interested in your website’s other material.
You can optimize your lead nurturing efforts along your content marketing funnel by evaluating the amount of existing leads who have interacted with your material.
Number of conversions
Finally, another important technique to evaluate content success is to track and assess organic conversion rates (either revenue, leads, or both, depending on your company’s structure). A conversion in content marketing occurs when someone interacts with your material and takes the intended action. This might be anything as simple as completing a purchase or filling out a form.
If you’re going to utilize conversions as a metric for content success, make sure you create a baseline before you start any campaign. Otherwise, determining if there has been an increase would be difficult.
One approach to achieve this is to average the conversions generated in the three months leading up to the start of your campaign. Use this as a metric for measuring progress. Conversions may then be simply tracked using tools like Google Analytics.
You can take notice of what your audience is reacting to and double down on those efforts more rapidly if you assess your content on a frequent basis. You may even take it a step further and look at your rivals’ comparable effective content for suggestions on how to improve your own.