Content Marketing Metrics: 10 Easy Ways to Measure Effectiveness
Day by day Content marketing is growing into a fully-fledged marketing function but as with many newer communications channels finding the best measure of success remains a challenge. For content marketers, metrics provide deep insights into how the content is performing. They tell us how many people are consuming our content, what they are doing with it, and whether or not they like it. Metrics alert us to which ideas we should reproduce and which ideas we should look to develop. Measuring Marketing effectiveness: The effectiveness of your content marketing campaign depends on many of factors- your audience, your tone, your level of detail, your competition and your promotion methods & the list goes on. Use these metrics to measure the success of your campaign: 1. Organic Search traffic: Firstly, we have the organic search traffic. Content plays a major role in how your site ranks in the search engines, producing the more valuable content will help you to boost the domain authority, which is measurable of how likely your site is to rank highly in search engines and producing the targeted content helps you to rank for the specific
keyword. The amalgamation of these effects will lead you to the higher organic search traffic, which is measure of number of people who found your site through the search. If your content is successful in boosting your search rank, this number should rise over time. 2. Referral Traffic: Second, a segment of traffic to focus on is the referral traffic, which is mainly used for your off-site content effort. In your guest posting or blogging, you will be publishing content on various outside sources. In the body of your post or in the author intro, you will have links pointing to your site. Referral traffic is a measure of number of people who clicked on these links, and breakdown here can tell you exactly which traffic came from which source. One can use partially evaluate the strength of your off-site content efforts. 3. Social Traffic: Third, segment to look is at the social media traffic. Social media can lend a great deal to brand. Social media traffic can be use this way to measure two portions of your content marketing campaign; first, you can directly evaluate how effective you are in platform content. Second, you can determine how effective your syndicated content is at attracting traffic to your site. If it’s poor, that means you need to pick better topics or write more attention-grabbing headlines. 4. Content Traffic: It feels frustrating when you generate high - quality content, but there’s no one funnelling into. Measure the number of unique visitor to your site and keep an eye on this metric over time. This way you can determine whether or not your content strategy is working, as well as how individual pieces of content are performing as the part of that strategy to bring you a new eyeball. For individual post, pay attention to engagement time as well as bounce rates. 5. New and returning visitors: For any traffic based report in Google Analytics, you can filter or segment visitors based on whether they’re new or returning. Both are important to understand what role your content plays in attracting and retaining the interested visitors on your site. A new visitor is a good measure for things like social traffic and referral traffic, where you’re trying to gain exposure in new circles. Returning visitors are also useful. You should see increases in returning visitors in all areas, but they are especially important when it comes to direct traffic.
6. User demographics: With the user demographic, you get the glimpse of your users’ ages, genders, and other information. This information can help you to understand how effective you are at targeting your preferred audience. 7. Domain authority and Page authority: Domain authority is a measure of quantity and quality of inbound links your site has, and it also correlates closely with the search engine rankings. Check your domain authority to see if your content is doing its job of earning you inbound links to boost your Domain authority score. Page authority functions mostly the same way the domain authority works. Individual pages can have a higher or lower authority than your domain based on their inbound links and your internal navigation structure. 8. Social follower: Social media followers are what some marketers call “vanity metrics”. The number is attractive, but it doesn’t correspond to value. Keep this in mind when measuring your social followers, however, seeing the steady increase in your current number of followers is sure sign that you’re moving on the right track. 9. Social reach: Next, you can have a look at your overall reach on social media to see which platforms give you the greatest visibility for your content. The key here is to compare each platform against each other and determine what the best use of your social media and budget is. 10. Subscriber Rate: Pay attention to your subscriber rate, too. If you notice an increase in subscribers over time, it means your content is doing a good job by retaining the readers you have and attracting new people to become the regular readers. If you see it drop off, however, you can tell something is wrong. The most successful content marketing strategies are those that see beyond the transactional element to the relationship between the brand and customer and recognize that through the content marketing, you can inform, engage and entertain.
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