Many online marketers have been so inundated with the content is king message that some have solely put their focus on generating original and captivating at the expense of other equally important content marketing strategies.
While quality content is still important, there’s more to content marketing that just that. You can have the best content but that’s is wasted effort if no one in your target sees it.
The better approach to content creation is understanding your audience well – knowing what tickles their fancy and what repels them. Luckily, almost every aspect of a content marketing campaign can be measured so you know how successful your efforts and if you need to correct something about it.
Here are the factors you need to monitor to have an effective content marketing campaign.
Consumption metrics give you an insight on the behavior and profile of the people visiting your site to consume your content. Consumption metrics will give you the number of people visiting your online platforms, their locations, their browsers, the browsing habits and the time they spend on your site, and more importantly, the pages they visit while on your site.
This is very useful information particularly when it comes to generating popular content that resonate with so many people it even gets viral.
The metrics you need to look at include:
- Personal profiles of your visitors: gender, device, browser, and location
- Visits: total and unique visits
- Views: pages visited
- Duration of visit
- Referral traffic: where the traffic was directed from?
This is information you can readily obtain from Google Analytics and website data.
Engagement metrics helps you know whether your content is relevant to your content. As the name suggests, it gives information on how your audience interact with your content. This is what makes content viral – the way people perceive it.
You can tell if your content resonated well with your audience by the engagement metrics it gets. For instance, if a lot of people share and retweet your content then it must have struck a chord with them.
The information you need to look at includes:
- Social media shares: shares, retweets, likes, and reposts
- Time spent per post
- Subscriber growth
This is information you can find on your social media analytics page and website data.
Lead generation metrics
Your Content Shop says that lead generation metrics can tell you whether you content is actually helping your business or not by creating a demand for your products and services.
These metrics will show you if your content marketing strategies are leading to conversions or it’s just empty traffic. It also informs you of the quality of the leads you are generating.
These metrics to look at include:
- Subscriptions – to your blog, email marketing
- Product and service inquiry
- Clicks on links
This is information you can obtain from your Google Analytics profile and the number of people who sign up for a service or product on your website. Google Analytics profile and the number of people who sign up for a service or product on your website.