5 Metrics to Assess your Content Marketing Effectiveness

1. Traffic: Traffic is the bread and butter of any online content establishment. If no one is landing on your website, it doesn’t matter how great your blog posts are – they ‘re not going to be read by anyone and so they’re not doing you any justice. If you really want to go back to the basics of traffic management, you have to measure traffic by one metric. The traffic can, of course, be separated into various categories. The metrics that you want to be looking at in Google Analytics are:

  • Users: the cumulative number of regular page users
  • Page views: the cumulative number of times a page has been viewed on your website or other digital landscape that can be analyzed.
  • Unique page views: If your page has been visited several times by a single person, these visits will be merged into one page view to measure this metric.

You may use the raw data from these reports to get a rough understanding of how much traffic on your site is going to the individual pages. You may also further dissect the data to see where your traffic comes from (both geographically and online when they find your site) and the type of computer they used to access your site. For your potential marketing strategy this knowledge might be useful to learn.

2. Conversions: The story is usually the same as it: people visit your amazing website, they spend hours going through your content, they keep reading and get inspired then what next? What are they exactly doing on your website? Do they linger longer and continue to binge read by clicking for more links? Are they lining up to subscribe for your newsletters? Have you scored some big sales?

There is a seismic shift that is leading parallel sales for enterprise end to end products. Few customers are yet to open their wallets because they are not sure why they should buy from you or why they should be persuaded by content from your blog. It is very imperative that enterprise brands should take it as a matter of urgency to track the entire footprint from basic transactions like subscriptions or clicks to more holistic conversions such as offer registrations.

What you may deem as a conversion is up to your discretion. In many cases the key objective of the content you artistically or creatively churn out may be for the sole mission of selling physical products or services; to others it may be increasing the level of awareness or for others it may be a gesture of stamping brand authority to the audience.

If you keep track of how many sales you have landed due to the authority of your blog as a core sales tool, it may be adequate to display the page value of your content under the behaviour segment if e-commerce in Google Analytics is disabled. This will keep you informed about the average profit of each page and will act as a yardstick of whether website visitors have purchased or achieved another target behavior in a direct way.

3. Engagement:  Once in a while your content gets more traffic than it is used to. One needs to see how efficient content is to get people to click on more links in a strategic way. You will need to know how long they spend on your website and how many pages they are visiting at every session to really find out if you have people engaging with your content. Clearly the aim is to preserve the contents of your website as long as possible to read them more (unless you want to funnel them as quickly as possible to a sales page, of course).

This information is available in Google Analytics under the Audience Overview. Here you can see both the average pages per session, the average duration of the session and your bounce rate and your total number of sessions and visitors. Ideally, you need a large number of pages per session, a long average length of session (in terms of duration of your content) and a low bounce rate for content designed to read.

Another way to measure your contribution to content is to see how well it performs on social media. Although you have different metrics, the most important thing is how many times you post your content in different social networks. An action tells others that the material is worthwhile. Google Analytics does not include this information, but if you have social networking buttons for each piece of material, they can show that content is shared on each channel several times. Buzzsumo is an easy way to identify the best content of your website quickly and is another tool for tracking social media shares. You can also monitor the quantity of traffic from social media, another effective way to quantify interaction. More social platform clicks mean you share and interact with more people. This information can be found in the Google Analytics section Acquisition > Social > Network referrals.

4. SEO Performance:  It is important that you get a large number of visitors from search, therefore not all your traffic comes from social media. You can track the share of your site visits from Google Analytics search, but it does not give you any insight into whether or not the site performs well in search engines. Rather, your SEO performance must be measured. Here you can track a variety of different metrics. SERP is probably the most important ranking – this is your page’s position for a keyword phrase in the search engine results. The rankings aren’t consistent and are generally fluctuating a bit, so when you keep track of your rating over time, you either want to see it steady (if you’re already in a good position) or much better. You can use the Google Search Console to define the terms and conditions that you rank in and to track how your ranking changes over time. Better SEO will lead to increased traffic, hopefully more turnover and conversion.

5. Authority:  Authority isn’t as easy to measure as most other measures, but trying to increase your position of authority over a period of time is still important. Not only will the high level of authority improve your SEO, which means you get more search traffic, it will also help build your brand, increase confidence and improve your rate of conversion.

Moz has its own authority metrics, which you can use as a rough guide how Google can judge your page and website authority. These values are 1-100, with greater scores corresponding to larger scores. These scores range from domain authority (DA) and page authority (PA). There is no definitive answer to a “healthy” DA and PA – you just want a higher score than the competition at the marketplace or business scope of influence.

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