Most of the times you hear the question ÔÇÿIs your content marketing working well?ÔÇØ What does this mean?
You can answer this question only when you have a measurement in place. The first step towards measuring the effectiveness of your content is by knowing what to measure. You should narrow down the key factors that can tell you about the way your content is performing.
Here are 7 Metrics to Measure Effectiveness of Your Content:
A bounce rate typically shows the percentage of your visitors who bounces off or leaves your website without interacting further with your site.
Bounce rate gives you can indication of the effectiveness of your content. The higher the bounce rate the higher are the chances that your visitors did not find relevant or interesting content on your website.
The most common used tool to calculate the bounce rate is the Google Analytics. When you verify your website on Google Analytics, it starts to crawl into your website to track your websiteÔÇÖs bounce rate.
This metric gives indication of the views per webpage thereby giving you idea of the performance of the content on that page.
A lot of companies find that their blogs with ever green content brings majority of their web page views. You can also have higher web page views when you offer great content on your website.
W3Counter is tool that comes in free and paid versions. You can track up to 5,000 page views a day across 10 websites and see all of the usual stats.
Unique visitors refer to the number of distinct individuals who visited a website at least once during a particular period. For example, when a person visits your webpage every day it would be counted just once when you add up the users for the month.
This metric shows the increase or the new users who have come to your webpage due to the content published on your page. When you have higher number of new visitors it indicates that your content is attracting new audience.
Tools such as Alexa, allows you to check the unique visitors on your website by installing it on your website.
Pages per session
Pages per session is the average number of webpages viewed by your audience during a session on your website.
This is an important content metric since the more pages visited per session indicates that users are highly engaged and want to explore more of content on your website. This shows if you are having enough ways to link ÔÇ£related storiesÔÇØ thereby motivating users to stick around and interact with more content on your website.
This metric helps you to understand how a particular page and its content fits into the overall user experience. This helps you to get a picture of the attractiveness and the effectiveness of the content in each page. Better the content in each page, higher will be the page depth.
Website analysis tool, Tableau, offers features to measure website traffic health and content performance.
Average Time on the Page
Average time on page is a metric that shows the amount of time that your visitors have spent on your website.
This metric helps you to understand the performance of the content on each webpage by analyzing the time spent on each page. There can be few pages where users are spending more time while some other pages might not be performing well.
If your user is spending only two minutes on a page where the content actually takes 10 minutes to read, then it is an indication that the content on such a page needs a revamp to make it more engaging.
New And returning visitors
New Visitors are audience who are navigating to your website for the first time on a specific device whereas the returning visitors have earlier visited your site and are back for more. But if it is more than two years a visitor has visited your site, then the next time they visit will be treated as a New Visitor.
This metric shows how your content is able to attract new audience and retain the existing audience. When your content is great it has the capability to attract new visitors to your website. And it also ensures that your current audience keeps coming back to your great content.
Purely branded is a tool that allows you to check the total number of visits to your website and how many were returning visitors and how many were new. By looking at the percentage of new sessions you will be able to determine if our website is attracting new visitors and if your website it offering enough content to warrant return visits.
Likes, Shares, Retweets, Repins, Comments, Mentions
Social media is a good indicator of the content that is attracting your audience and that which resonates well with your social media audience.
The number of shares, likes and comments that your content gets on social media directly reflects the effectiveness of your content. People will share content only when it is entertaining, useful and gives information.
By using the right social media analytics tools such as Cloohawk, you can measure the effectiveness of your content. With this you can measure the various elements of content such as reach, shares, likes etc.
Cloohawk gives you features which allow you to study the performance of your own content. ItÔÇÖs an excellent feature to perform a review of the posts that gathered high engagement as well as posts that did not do well.
Your content might be the best and the most creative, yet it will be judged by the amount of impact it made on your business. Hence it becomes more important for you to establish sound content measurement at the start of content marketing program. In this way you can track, analyze, and optimize your contentÔÇÖs efficiency continuously.
ItÔÇÖs never late to implement the metrics to measure whatÔÇÖs working well and the areas where you need to improve.