Let’s say you’ve crafted a carefully thought out content and executed a good content marketing strategy. The next step is to measure the success of continual improvement. Assessing your marketing metrics is the way to figure out the efficiency of your efforts, and ultimately your Return On Investment.
Gauging some critical marketing metrics helps you find out what’s working and what’s not. Thus, you can revise your strategy and adjust your approach to amplify the strengths. A wide range of content marketing metrics are there to help you determine which strategies and efforts can drive more traffic to your site, increase conversions or rise your revenue.
Bounce rate implies the percentage of the visitors who just leave your website without doing anything. The high bouncing rate is not good for your site as it affects the sales and profit generated. It is essential to measure this metric as it gives you an opportunity to find out what makes the visitors bounce off.
Perhaps it is the slow loading speed or irrelevant content that make them leave the page without completing the desired action. Hence, keep track of your bounce rate regularly so that you can keep it at bay.
Retention metrics reflects how well your content resonates with your audience. It gives you an idea of the metrics like how many visitors return to your site and the frequency of returns. Most of the visitors will come back to your site if the content is relevant, informative and engaging.
Keep in mind, drawing the attention of new visitors is crucial but retaining the visitors is equally important for your content marketing strategy. Measuring the retention metrics will let you know whether your attempt to connect with your audience is working or not.
Time spent on page
This is a metric that shows the average amount of time spends by your readers on your site. By gauging this metric, you will get to know how engaging your content is. It is of no use if you’ve published a comprehensive guide of 2000 words, but most of the readers leave it after two minutes. If the time spent by the visitors is very less, it indicates that either you are targeting the wrong audience or the content is not bringing value to them.
Pages per visit
For that SEO boost and enhanced user experience, you need to do internal linking to the blog. Internal links take your audience to other articles relevant to them. That means they are going to spend more time on your site and stop over more than one page per visit. The higher pages per visit, the more engaging your content is. However, if the time spent on page is low with higher pages per visit, it means your visitors are not getting what they’re looking for and hence clicking through your website.
Lead generation is one of the fundamental goals of content marketing that determine the effectiveness of the content. The lead generated metric is the measure of the leads generated by your content through email signups, form completions, requests for more information, etc. It helps you understand whether your marketing efforts are driving any real opportunities. It allows you to track the ROI earned and help you in improving your strategies to make most of the opportunity.
Social shares refer to the number of times the content is shared across various social media platforms. Monitoring such metric helps you figure out what type of content gets the most attention from your visitors.
Tracking your performance regularly is as important as creating content that resonates with your target audience. Thus, expert SEO professionals should use these metrics to analyze the performance in order to devise effective marketing strategies that will boost sale.