How do we know that our content marketing efforts are showing positive results? The most obvious answer to this question would be the rise of our revenue. However, the increase in sales is not always a short-term result, especially if you’re running a small operation that has a series of large competitors that have already established their position on the market.
In this article, we are going to display some of the most important metrics that show how well you have planned and executed your strategy so you could keep track of your marketing efforts in detail and influence the long-term ROI you’re looking for.
Your website is your online home, and the more visitors you attract there’s a higher chance that you’ll make more sales and get your website content shared across the internet. The good news is that you can monitor major traffic stats through Google Analytics (GA), which is free to use and simple to install.
There are three major reference points that best display the influence of your incoming visitors:
- Unique Pageviews
Users represent the total number of visitors. It’s important to understand that this data displays the number of unique visitors to a distinct page.
Pageviews show the number of times a certain page on your website has been opened.
Unique Pageviews is a bit more precise metric that shows the number of times a page has been visited by unique viewers. This means that if the same user visited a certain page more than once, the Unique Pageviews column would count all those visits as one, allowing you to understand how many different users have seen your page.
Through these three points, you can have an insight regarding the success of your content strategy for every page you publish. Moreover, a detailed analysis of your traffic stats can show geo locations, demographics, and a series of other information that shows the effectiveness of your content marketing strategy.
This is yet another important metric, that’s usually in the most influential for the growth of your overall traffic score but also has its own respective value. Some people qualify engagement mainly as social media interaction in terms of comments, likes, and shares. These are all vital elements of engagement, but your main focus should be the number of clicks that lead to your landing page. Furthermore, you should take a look at your GA Audience Overview to review the number of pages per session as well as the average time spent on each page.
Also, an important part of the engagement is the bounce rate; if people just come and leave right away, your content could lack quality. It’s not a bad idea to contact a custom essay writing service and assignment help australia that could improve your writing style or proofread your content, so it becomes easier to read.
To keep an eye on your social media engagement score, you can install social media share buttons on your website, because they show the number of shares across individual platforms disregarding if the content was shared through the button within your website or this happened outside on Facebook, Instagram, Twitter, or wherever you posted your content. There are many software solutions that you can purchase for this purpose, as well, but this is a low budget option.
According to statistics, more than 90 percent of traffic starts with Google search, therefore, it’s of paramount importance to optimize your content for search engines as best as you can. To check the SEO performance of your content you should use Google Search Console (GSC) to read important metrics that indicate the success of your SEO endeavors.
There are four major metrics to analyze:
- Impressions – shows the number of times your website appeared in the search results
- Clicks – Overall number of clicks on your URL when it appeared in the search results
- Average CTR – This shows the percentage of impressions that resulted in a clickthrough.
- Average position – This metric tells the average position of your content in Google search results
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Each of these pieces of information is followed by various attributes that show who, where, and when did something that affected the abovementioned data. Keep track of the information provided in the GSC to understand the effectiveness of your content marketing strategy and plan your future content.
Content marketing is the cornerstone of every successful business in the digital era; however, its impact is rarely visible in the short term. Therefore, to secure the return of your investment, it’s of utmost importance to regularly analyze and maintain your content strategy and continuously work on improving it. These few pieces of advice we shared with you should help you gain a more focused picture of your efforts, but there are many more that you should look into.