The performance of your website, content and social media all impact on your business’ bottom line. Using marketing performance metrics and monitoring them regularly will allow you to adjust your strategy to get the most return on your time and effort. Getting your strategy right when you have the data which tells you how, will lead to visits, return visits, lead generation and ultimately, conversion.
Marketing performance metrics are the tools you use to measure the value of your content – using these tools can shape the type of content you write. Most people use Google Analytics, a free tool which provides masses of data and good insights into your content performance.
To figure out the data, you need to decide which facts are important. Here are a dozen top measurements to look out for:
- Overall blog visits – Traffic source breakdown
- Blog homepage visits – Number of posts published
- Top viewed posts – Average views per post
- Average inbound links per post – Average comments per post
- Social shares per post – New blog leads
- Conversion rate – Email subscribers
This kind of data will clearly show which content is driving the most interest. The trick now is to put it into your strategy and make the necessary changes. Using quantity metrics, for example, will focus on how many users, number of page views, bounce rate and inbound links to your website. If the data tells you have low traffic and low staying power, it means your content is weak and needs a major overhaul. High traffic and high staying power with shares to other pages would indicate your content is engaging, and is well suited to being repurposed.
Audience performance metrics are also known as vanity, or feel good measurements. They are used to understand what content is popular and where. They tell you the number of views and comments per view, unique visitors vs. repeat, number of shares per post, to which sites. This kind of data will inform you where you need to expand your presence.
Content performance metrics measure how your blog is doing and what you need to do to improve its productivity. It tells you the shelf life of your blog: how long it gets views, what days, what times. It gives you some insight into your visitors – how many comments and shares are you getting? How long do people spend on your page? How many loyal visitors do you have (the ones who visit your site five or more times a month)?
The content conversions illustrate the actions a visitor takes: did they sign up, subscribe to a newsletter, take a free trial?
Analytic tools are packed with valuable information which can help you make important decisions about your content and marketing strategy. By using them properly, you can create better content which will help you achieve your goals quicker.
Content marketing is only one of the many services offered by WSI
A digital marketing company, such as WSI, is exactly the type of company you need if you’re looking to increase your content effectiveness. Their wide range of services covers all aspects of marketing for online platforms and they can help you decipher performance metrics to improve your blog productivity. Contact them today to find out how they can assist you.