So you are investing a significant amount of time and resources into crafting top-notch content that matches your audience’s taste. That’s good. But hold a second. Are you actually gaining ground? How can you determine which content of yours is successful and which isn’t?
*Enters content marketing metrics*
Content metrics provide measurable data that allow businesses to evaluate the success of their content marketing strategy. They also let them identify areas of improvement and make data-driven decisions so they can optimize their content efforts for better engagement, leads, and revenue.
However, not many entrepreneurs know what metrics to monitor to ensure their content marketing campaign is deemed a success. If you are one of them, keep reading.
In this blog, Upreports will share a list of 10 content marketing metrics that will provide businesses with valuable insights into their content’s performance.
Are you ready to learn about them? Let’s go!
Which Content Marketing Metrics Matter Now?
Here are 10 metrics that you should be tracking to make your content marketing strategy worthwhile:
1 Unique Pageviews
For website owners, it is really vital to keep track of how many visits their web pages receive. And by visits, we mean unique visits. The unique pageviews metric will help them measure the number of distinct individuals who have viewed a specific page on their site at a specific period of time.
Let’s say you wrote a blog post for your business a week ago. It received 1000 pageviews overall. But only 700 of those were unique pageviews. The remaining 300 were from people who read it more than once during the week. We know now you must be thinking, “Okay but what’s in for me?”
Well, those unique views can be used to make decisions about future content topics and formats that may better resonate with your audience. Moreover, you can identify trends and changes in your readers’ preferences and create a content marketing strategy that will help you stay ahead of your competition.
2 Average Time on Page
As the name itself suggests, average time on a page is a metric used to measure the average amount of time users spend on a specific web page of your site before navigating or closing it. Our content marketing experts consider this metric to be important. Why? Because it can provide insights into the level of engagement and interest that users have in a particular page.
You can literally optimize your content and improve overall website performance using the average time on page metric. However, it’s important to note that, unlike bounce rate where a high percentage is considered good, this metric work the opposite.
Meaning, if the average time on a page for a particular web page (say a DIY blog) is only 10 seconds, it means that the content is not engaging enough. Or that it isn’t relevant enough to what your audience was expecting after clicking through it. However, if the average for another blog is 2 minutes, it indicates that users are finding your content valuable.
3 Pages/Sessions
When it comes to consuming content site content, users behave in two different ways. One is that they may access the page of interest and leave after some time. Another way is that they keep surfing your website to browse other content. Pages/Sessions metrics indicate the average number of pages that a user visits during a single session on your website.
This content marketing metric is important because it can deliver insights into level of engagement and interest that users have in your site’s content. It is calculated as the total number of pages viewed divided by the total number of sessions. For example, if one user viewed 5 pages and another viewed 10 pages before leaving, the metric for your website would be 7.5.
9 useful tips for better SEO content writing
4 Likes and Shares
Let’s take an example of a popular show called The Office. Likes can be thought of as audience members who really enjoyed the show and gave it a thumbs up. Shares can be thought of as people who recommended it to their friends and family. The concept of likes and shares also works similarly in the world of the internet.
People who appreciate your website content may leave a like. They may even share it if they find it really interesting or valuable enough to be shared with others. These metrics can be used to measure the effectiveness of your content marketing strategy.
Wondering how to measure them? Well, likes and shares can be measured by checking the total volume of these in publications on social media channels. The higher these numbers, the greater chance of engagement.
5 Comments
Just like customer reviews tell you how your product or service is perceived by customers, comments provide real-time feedback and facilitate discussions around a particular piece of content. It can help you boost visibility and reach on social media platforms as algorithms often prioritize content that receives a high level of engagement.
This content marketing metric can be measured by tracking the total number of comments received on a specific piece of content or social media post. Most SM platforms (such as Twitter, Facebook, and Instagram) have built-in analytics tools that can allow entrepreneurs to track this content engagement metric.
One can also use 3rd party analytics tools to get more in-depth insights into audience engagement and sentiment with their business content.
6 Traffic Sources
One of the most important content metrics to consider! Visitors can come to your website from various sources. Traffic sources will help you understand where exactly they are coming from. It will let you identify which online channels are most effective at driving traffic toward your business site.
Additionally, you can fill identify and fill in potential gaps in your content marketing strategy and adjust it accordingly. For instance, there might be some underperforming channels that may need further optimization or investment.
7 Organic Traffic
Organic traffic is literally called the lifeblood of a successful content marketing strategy. This metric will tell you about the number of visitors who arrive at your content through search engines. Unlike paid traffic, organic traffic is absolutely free and sustainable. This makes it a valuable long-term investment for businesses looking to grow their presence in the digital world.
But getting organic traffic isn’t child’s play. You need a good understanding of SEO to regularly optimize your content for relevant keywords while providing valuable information that solves the problems of your target audience. However, not all businesses have time or resources to manage their SEO strategy in-house.
To them, we suggest hiring a good SEO agency like Upreports. Our team has the expertise and industry knowledge of decades. We can help your business develop and execute a comprehensive SEO strategy tailored to your unique needs and goals.
8 Click-through Rate (CTR)
Another important content marketing metric that can help businesses measure the percentage of users who clicked on a link or call-to-action (CTA) in a particular content or email. Click-through rate is essential in organic traffic. Content with good CTR indicates that it is gaining traction among users when shown on the search engine results page.
One can improve their click-through rate by working on several factors of their content such as:
- Creating eye-catching title
- Using strong keywords in the title
- Writing meta description
- Writing an excerpt
13 content creation and marketing services FAQs for business
9 Bounce Rate
Our list will be considered incomplete without discussing this content marketing metric. Bounce rate indicates how many users bounce away from your website without engaging with your published content or taking any action. This metric can provide valuable insights into effectiveness of your content in grabbing user attention.
If your content has a high bounce rate, it may indicate that it is not resonating with the target audience. Or that your site is not effectively guiding users to take further actions. A low bounce rate, on the other hand, indicates that users are finding your content valuable and engaging. In fact, they are taking further actions such as clicking on internal links and filling out our newsletters or forms.
By considering bounce rate, entrepreneurs can identify areas of improvement in their content marketing strategy and optimize it to improve engagement, conversions, and overall success.
Content Marketing Metrics: Final Words
Above are some of the most important content marketing metrics to look after. Whether you are creating brand new content or re-writing the old one, make sure to track these metrics as each of them is valuable to measuring success and can help you achieve your goals in the long run.
Upreports – the best content creation and marketing agency in India – also leverages these metrics to help its clients build a strong brand presence, establish thought leadership in their industry, and drive sustainable growth and success over time. Email us at hello@upreports.com in case of queries. We will happily answer them for you!
Also, read:
Interesting content marketing stats and facts
Everything covered about blog content writing services
Facebook content strategy for max growth
Here’s how much content creation costs
Instagram content strategy for more followers