1,000 click-throughs in a day doesn’t mean much without any context.
Without visibility of how your content is performing, you won’t know how to develop and get the most out of your on-going content strategy. Are those visitors finding you organically, or through paid search? Are they coming from social media or third party article links? How many of them are converting to leads and sales?
You need to know that you’re getting your content in front of the right people and getting them to take the actions you want.
Here are six essential tactics for getting meaningful measurements from your content.
1. Tabulate from the start
Avoid duplicating ideas and ensure a steady stream of regular content by tabulating your content concepts along with the key messages, proposed publication dates, platforms, and audiences. Not only will this keep you organised and ensure that your content concepts align with your key messages, but when it comes to measuring the success of your content, this table will give you clear insight into where and how it is working best for you.
2. Keep an eye on your website traffic
An increase in organic website traffic, at least to content-rich areas of your site, is a good sign your content is working – as are increasing numbers of visitors coming from social media and search engines.
3. Measure website visitor engagement
If most users are clicking away from a page of web content after a couple of seconds, it means they’re not engaging with the content. Keep an eye on your engagement stats in your website analytics and make a note of what kind of content is getting a good response, to inform your on-going content strategy.
4. Don’t be afraid of Google Analytics
Google Analytics is a free website analytics tool. It’s quite complicated to use at first, but once you get the hang of it you’ll be able to find out how your visitors are finding your website content, whether or not they’re engaging, and even what search terms they use to find you. Your website metrics are the most revealing data you have about your audience. Displaying data such as average visit duration and how they came to your website, it will give you the most granular insight possible, enabling you to work out which content is the most popular and where’s best to share it offsite. You can even set up ‘goals’ to help you calculate the conversion rates and lead generation value. If you can’t face the faff, pay for a more simplified measurement platform to get more granular insight, or outsource Google Analytics reports from a reputable marketing agency.
5. Go offsite
Make sure you’re monitoring where you share your content, and the reaction it’s getting; if you’re not getting a positive response on social media it could indicate that your messaging or platform isn’t right. Most social media platforms have basic reporting available for business paged, but you can also keep an eye on numbers of followers and engagement using social media management tools like Klout and Hootsuite.
6. Ask the audience
Ask visitors to your various web platforms what kind of content they like to read; one easy way to do this is to send a survey by email if you have a database of regular followers and customers. Ask them where they like to read content, what kind of device they read it on, and the types of articles they prefer (e.g. list articles, infograms.)
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