Nowadays, every brand and every business is doing some form of content marketing. Most of them have formal content marketing strategies with editorial guidelines, content calendars, and a posting schedule. Out of them, few take the time to measure content marketing results carefully.
In this article, we will mention how you can measure your content marketing efforts to get a clearer picture of what is happening at both the micro and macro level. By the end, you will have an idea to take steps to proceed in the coming days and weeks.
Let’s dive in and look at the steps you should take that lead to development and enhancement.
Get Clear on Your Goals
Every good content marketing strategy starts with a definitive set of goals and desired outcomes. Before moving forward in the process, it is essential to get a clear idea about plans to track against them. It includes both overarching goals and content-specific objectives that apply to individual mediums and pieces.
On the research front, each of these priorities needs a different strategy. You can pick the best dimensions to step forward with by being straightforward about what your goals are.
Track These Metrics
Based on your goals, here are some robust metrics you can analyze to measure content marketing efficacy:
- Every single day, monitor your website traffic data and overlay it with your content posting schedule. Check for a link between the uploading of content and how traffic fluctuates.
- You can see how many new individuals you meet over time by monitoring your subscriber development and opt-ins. You can also track opt-outs and other interaction indicators that tell you what individuals like what they get.
- You need to keep an eye on the average amount of time people spend on each page of content that you produce. It will give you a clear understanding of whether people read your content and bounce instantly or whether they take the time to absorb what you write.
- One thing is feedback and likes on social media. But how many shares it earns is the accurate measure of whether the content resonates. To go viral, you don’t need all of your content, but you should try to get a few shares per message.
Check Your Backlinks
Use a backlink checker to identify all of the inbound links to your site and consistently measure growth and attrition. Ideally, it would help if you had dozens (or hundreds) of backlinks picked up a year. Not only does this contribute to the increased opportunity for referral traffic back to your website, but your search rankings are also improved.
It might be worth sending them a short thank you message for their help if you find a particular website or blog that frequently links back to your content.
Study Search Ranking Trends
The main goal of content marketing is to amplify your website SEO, improve search rankings, boost discoverability, and increase your chances of bringing organic traffic back to your URLs afterward.
In other words, you can track the search ranking patterns of your website, as well as individual pieces of content and how they rank for unique keywords. All of this can be achieved with a mix of tools such as Google Analytics, Moz, Ahrefs, etc.
Look for Anecdotal Evidence of Engagement
Studying content engagement is one of the keys to being successful. Here are some different elements to analyze.
- Organic, not spammy, comments on your blog posts are a sign that your content is working. Don’t overthink whether they are positive or negative in these comments. The fact that you drive the conversation is essential.
- People replying to your emails will assure you that your content is effective. A lack doesn’t show that your emails are ineffective, but abundance will indicate that you are doing a good job.
- Scrolling is also essential. You can use a variety of tools to gather these insights. It will show you where people tend to drop off.
Starting with one target and spending a week monitoring it is the best way. Then apply the next week to another target and calculation. You will gain much greater clarity about what is happening and where you can develop as you become more familiar with learning your material and bring more analysis to your arsenal at the same time.