Content marketing analytics are absolutely key to establishing the financial value of your content and whether it’s doing the job you intended. By looking at the data generated by your website, you can tell a great deal about the way in which users are interacting with your content. However, you need to know what to measure and analyse if you’re to do so effectively. Here, we look at a few of the most important content marketing metrics
The most basic metric that should be analysed by all content marketers is traffic. By this, we mean the number of people arriving on a page. This will give you some insight into how much interest a specific piece of content is generating and how many people are seeing it.
However, analysts need to be wary when it comes to measuring traffic. It’s vital that you understand that a high volume of traffic isn’t inherently a good thing. If the page that’s receiving large numbers of visitors isn’t representative of your brand, contains mistakes, or simply isn’t high-quality content, that’s a lot of people seeing the wrong thing.
As well as seeing how many people are visiting a page, we want to know where they’re coming from and where they’re going afterwards. This means understanding how they navigate your content. The Google Analytics platform allows you to see both the page viewed immediately before yours and where they’re clicking on your page. This can be useful as a tool for discovering whether a particular page encourages users to click on others that convert well.
The amount of time spent on a page provides you with some indication as to how engaging your content is. Today, users tend to have shorter attention spans and will typically scan content before quickly moving on to new pages. This means that a piece that’s able to capture the attention of users for longer than usual is often classed as successful.
Organic search traffic
Organic search traffic is that traffic which lands on your page via search results that are unpaid for and occur due to specific keyword use. It’s a good idea to measure organic search traffic as it will help you distinguish a well-written piece of content from content that could be improved. If organic search traffic is high, you know that Google likes your content and minimal changes should be made.
Finally, it’s also important to measure a page’s bounce rate. This is necessary for two reasons. First, it can help you identify those pages that don’t encourage users to engage further with your site. Second, Google defines a “bounce” as a single page session on your site. It does not matter how long that session lasts for, if it doesn’t result in further action, it’s logged as a bounce. All bounces are logged as having a session duration of 0 seconds.
This means that a user can engage with a piece of content for a considerable amount of time but if they immediately navigate away from it, you won’t know about it. If your bounce rate is high, you may want to take steps to distinguish real bounces from misreported bounces.
As you can see, content marketing analytics are an essential means of measuring how successful your content is. This will shape your future strategy and allow you to improve on existing marketing techniques. If you’d like to talk about improving your content marketing results, give us a ring on 01803 865025 or send us an email.