If you want to lead your content marketing to the next level, then it’s very important to measure the performance. For every content marketer, metrics provide deep insights into how the content is performing. It gives a clear picture that how many people are consuming your content, and what they are doing with it.
The metric also guides us to know what ideas are on the top list. So that it gives a better idea to write on the following keywords. They’re also what give us credibility within our companies by demonstrating that content marketing is both a powerful and worthwhile investment.
So, how to measure the market effectiveness? The followings are some of the techniques where you can demonstrate the metrics in a perfect matter.
But before commencing any technique one thing you need to take care, which metrics to track and analyze, and how to do so.
The best place to start is by gathering some data from your company’s website, including you:
Unique visitors
The best indication of your site’s overall traffic, unique visitors refers to the number of individuals who visit your website during a given period of time, where each visitor is only counted once. This number will vary dramatically depending on the size of your company, your industry and, of course, the amount of content you’re producing.
Page views
A page view is the cumulative number of individual pages that your visitors click on during a given period of time. If your page views are higher than your unique visitors, that may be an indication that your audience is finding your content engaging because individuals are clicking around to multiple pages.
Search engine traffic
The amount of traffic being referred to your site through search engines, such as Google or Bing. This number will give you a clear indication of how effective of a job you are doing at optimizing your content for search.
Bounce rate
The percentage of visitors who come to your site and then immediately “bounce” or leave before clicking on any other pages. A bounce rate of less than 40 percent is considered good. If it is any higher, it may be an indication that visitors to your site don’t like what they find there.
Conversion rate
This phenomenon can be evaluated as the percentage of visitors to your site who take a specific action that your content encourages them, such as signing up for your newsletter. Conversion rates vary considerably based on industry, but tend to hover around 2 and 3 percent on average. That said, aim for a conversion rate of approximately 5 percent, or even higher if you are creating specific landing pages for specific audiences.
Reference:
http://www.contentmarketinginstitute.com
http://www.esalesdata.com
Linda Mentzer is a published author and senior marketing manager for an information management company that has helped sell thousands of software products on a global scale. With over 11 years of experience in electronic marketing techniques, Linda has authored articles for several leading business journals, worldwide.