Content marketing is an important part of any marketing strategy, but how can you tell? Use these 5 stats to analyze the performance of your content and find opportunities for improvement.
The easiest stat to start tracking is the views it is getting. For a blog, this means pageviews on that blog page. For video content, this means video views. You can use your previous content as a benchmark. For example, if your blogs usually get 1,000 views, and your latest blog has 1,500 views, you can assume that this piece of content is performing well for you.
The goal is always to see an increase in the average views for your content. That proves you are improving your process and visibility.
2. Bounce Rate
The bounce rate is the measure of how frequently people land on your blog and leave without doing anything. You want to keep your bounce rate as low as possible. When you have a low bounce rate, it means that people find the information they need on your website and are engaging with your content.
A high bounce rate could indicate that people are intrigued by your blog titles, but not by your content. Make sure your content and titles line up.
3. Time on Page
Google Analytics can give you this simple stat. This is a good indicator of how engaging your content is. If your blogs are typically a 3-minute read, but people only spend 30 seconds on your blog page, it means that people don’t find your content engaging.
The equivalent of time on page for video content would be “average view time.” Average view time allows you to see approximately when in your video people stop watching. This information can help you improve your videos in the long run.
Promoting your content through social media, emails, and more will give you a good idea of how people are responding to your content. Engagement is a good indicator of how people like what you are putting out.
Keep in mind, when you are promoting your content, people will only see a snippet or preview of your content. That means that if your engagement is low, you might want to look at how you are promoting your content, not necessarily the content itself.
We saved the best (and most important) for last – conversions. All of your marketing should be leading towards this goal. Make sure your content is supporting conversions for your brand (or, at the very least, one of your other marketing goals).
Need help analyzing the success of your content marketing? Drop a line, and we will help you take your content marketing to the next level.