The biggest questions content managers are faced with are: How do you know the content you are publishing month after month is doing what you want it to? What KPIs can you set? How do you measure and analyse them?
"Effectively measuring your content can be a challenge in this market."
There are numerous tools that promise to deliver performance indicators but often fall short in addressing the specifics of your unique business. In order to get the information you need, you need to implement a custom-tailored solution to make sure that your content strategy is effective.
Understand the fundamentals content performance
No matter what business you are in, whether you offer a product or service or are simply an affiliate marketer, you need to start with the basics. There are three fundamentals to making sure that your content is working (Richmond Times Dispatch). The first is feedback from your audience. The best measure of how much readers value your content lies in whether they are commenting on it or sharing it with others. The second is looking further into which of your blog posts are receiving the most traffic. Both of these measurements are a good place to start to see where you can develop your strategy further and hone in on what topics your readers are responding to regularly. The third fundamental you need to consider is where you rank on search engine queries. This fundamental shows the power of your SEO and helps you improve your marketing strategy.
Narrow down your scope
Once you have the basic fundamentals in place, then you can begin tailoring the scope to focus on your specific marketing goals for the year (Pronto Marketing). From there you will need more detailed measurements including:
● Total time reading: The sum total of the time spent readers spend on your website and where the stop. This measurement shows what content is grabbing their attention.
● Scroll depth: Scroll depth measures how far down the page. This measurement shows exactly where you need to strengthen the engagement factor of your content.
● The bottom line: The bottom line is a measurement of traffic to action. Are people subscribing to your blog? Did they purchase a product or service? Did they refer a friend?
Taking these metrics and measuring them against your company’s goals for the year can show if you are getting the ROI you need from your strategy. Once you have this information, you can then refocus your strategy to meet these goals.
Creating an effective measurement strategy for your content performance can be a challenge. Start with these tips and then contact ALHAUS. Our content management experts can not only help you create great content we can help you implement a strategy to make sure it is meeting your target goals for the year. For more information about how our services can help your business, contact us today.