AUG | 2016
Content marketing is used by many businesses online. However, many small businesses are still failing to track their results. While the specific metrics you should be tracking can vary from campaign to campaign, there are some metrics that apply to the overwhelming majority of content marketing campaigns. Here are the top content marketing metrics that you should be tracking.
The bounce rate is one of the most important metrics of a content marketing campaign because it tells you how many people visit your content without looking at other pages on your website. If your goal is to attract leads or sales from your content, you must absolutely keep track of the bounce rate for each piece of content so that you will know whether or not if your content is successful at sending traffic to the other pages of your website. The specific bounce rate that is considered average or good, really depends on the specific goals of the business. However, if your content receives high bounce rates, then it might be time to rethink your content marketing strategy. High bounce rates often indicate that content is irrelevant to the user’s search if the page was visited as a result of a keyword search. Additionally, it may also mean that the content is not loading fast enough for the user. In general, a high bounce rate means that you should take some steps to figure out what is going on. Installing heatmap software on each page that you want to track can give you a bit more insight as to the reasons for the high bounce rate.
New and Returning Users
As you track visitors to your website, it is also important to track how many of these visitors are new versus the number of visitors that are returning users. By tracking new users, you can determine how well your SEO or paid advertising strategy is working to attract new people to your website. Tracking returning users will indicate how well your content resonates with people that are visiting your site. A high percentage of returning visitors may indicate that your site is building a following. As a result, you can then start to segment your users into new and returning visitors in order to create a site experience that is different for returning visitors.
Tracking inbound links to your content is important because it will show where and how your content is being shared. If you want to produce content that is likely to be shared, you need to know which pieces of content attract links from top sources. As a result, you will then be able to tailor your content so that it drives shares via social media sites. Finding out where your links are coming from is also important if you want to discover guest blogging opportunities. You may want to try reaching out to some of the sites that are linking to you in order to request sharing of other articles from your site or a guest blogging opportunity. Partnering with sites that link to you is a great way to build your audience.
Sales and Leads
Ultimately, the purpose of creating content for your business is probably to drive sales and leads for your business. If you know the value of your content, you can adjust your content marketing strategy accordingly to ensure that the cost of creating and promoting your content never exceeds the value that you receive in the form of sales and leads.