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The Metrics Worth Measuring For Content Marketing Success

There’s a lot to be said for analytics but over analysing them is a tedious task and it could be said that it’s a pointless exercise if you’re measuring the wrong metrics.
The metrics you measure depends on your focus.
If you’re focused on search engine optimisation, you’ll be paying more attention to your referral traffic, to ensure there’s plenty of social media activity, and related websites citing your content as a source to gain its credibility.
Only with credibility will search engines rank your content higher.
That will get you more page views, but will it matter?
Maybe, maybe not because a lot can be and is spent gaining visibility in search, but if users aren’t clicking through or if they do and they click away, the page views metric is rendered useless.
You need to know the time on the page instead.
Anything over 15 seconds and you’re doing well. Ash Reid who writes on the Buffer Blog discovered that 55% of readers will leave within 15 seconds.
Which begs the question…
What’s the purpose of content marketing if people aren’t consuming it?
Content marketing will be effective. You just have to know what you’re doing and always focus on reader value. A blog isn’t a place to update the latest news.
A blog is where you share knowledge, information of value that directly relates to and benefits your target audience.
Not content that wastes their time like articles titled “the 50 funniest cat videos EVER!” That’s entertainment value and doesn’t provide any life or career value at all.
Instead, titles along the lines of “23 ways to rapidly boost your self-esteem” are more likely to get attention, especially when it ties into your blogs topical theme.
Content has real impact with readers but only when they know and recognise the value. The key for content marketers doing this well is hammering home the value impact on readers, which in turn increases the number of people sharing it, commenting on the post, and even recommending others to take a look at it.
Measuring the power of your content marketing strategy
Your content has to resonate on a deep level with your readers and be compelling enough to keep them sticking to the page for more than the 15 seconds that over half your readers do.
How to help your readers consume your content
• Use bullet lists
• Numbered lists
• Sub-headlines too.
The aim of the points above is to improve your formatting to make it easier for readers to read your content.
The better formatted the information is, the easier it is to be consumed. That’s what matters. That you format your information in a way that it can be skimmed, understood and your readers to know by the end of the piece the actions they should be taking to experience the value you promised in the title of your post.
• The title promises something of value.
• The introduction tells them what, and why they should be reading and it’s this part that often needs more attention.
• The body of the content outlines the actions or value points.
• The conclusion sums it all up.
That’s it!
By the end of the piece, your readers should be action orientated and motivated.
In Conclusion
The only metrics that are worth your time measuring and analysing are the ones that show whether your content is engaging with readers or not.
• Social shares
• Referral sources
• Comments
• Reader interaction of any form, even direct feedback when readers email in, which is the best response you can hope for because that lets you build rapport and engage directly.
The more engaged a following you have, the better your returns will be from content marketing. The focus can’t be solely on gaining more search visibility because even with that, people can find you and then just vanish and you’re all but forgotten. Back to square one.
Always focus on reader value and you’ll begin to reap the benefits of content marketing.

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