When it comes to measuring the impact of your content, many marketers make the mistake of losing themselves in metrics. With over 44 potential metrics in which to measure your content’s impact, narrowing your focus to developing the RIGHT content can help you avoid the noise and produce stories that stick.
Here are a few metrics you can use to guide how you produce and deploy content to your audiences:
How does your audience respond to your content? Does it entice them to download, click-through, sign-up for, or forward your content? Check the behaviors of your call-to-action to measure the performance of your CTA and to identify if you’ve made it clear and simple for your intended audience to engage with your content.
How many leads convert into buying customers? Too few? Maybe, your content needs changing. Check style, topic, readability factors. Are you getting the visitors you were looking for or people who aren’t interested in your product or service? To increase conversions, re-examine the demographics and sources of your viewers or readers to confirm assumptions.
Page Views / Unique Visitors
Most analytics platforms will give you insight into the number of views or unique visitors who have visited your content over a period of time. But don’t be misled. These two metrics are insufficient, since visitors may be lured by your title but leave your content within a matter of seconds. This brings us to the next metric that will help you understand exactly how long your viewers are engaging with your content…
How many visitors read your article or viewed or listened to your content through to the end? If more people opt for another page – is there anything about that other page they may have preferred? And how often does this phenomenon occur? By examining the bounce rate data, you’re able to see which storylines or topics are most popular among your audience.
What are the characteristics of the people most interested in your content? User demographics is a great place to start collecting data, feeding you information, like the countries your viewers come from as well, their average age, typical gender, and so forth. Now, you can use this data to research your sample’s interest and problems and to format your content accordingly.
Many will tell you to never read the comments section, but there’s a treasure trove of data in knowing what your audience likes, dislikes, and reflect on after engaging with your content. Gather what is most useful from the comments section, such as new ideas or pervasive questions that you notice has become a recurring theme, to help guide your thinking for future content development.
Are readers sharing your content on their social media platforms, like Twitter, Instagram or Facebook with favorable messages and insights? Monitor your brand’s social media mentions for both positive and negative commentary to track visibility and potential ideas for new story development.
What the Metrics Don’t Tell You
Metrics, by definition, test for quantifiable elements – those you can measure, touch, see. One of their shortfalls is they don’t tell you about people’s feelings. That’s why you’ll want your marketing objectives to guide your metrics, rather than the other way round.
As a study by Marketing Insider Group reported, only eight percent of respondents knew which metrics to use to find out which context would be effective and which not. Tailoring the metrics to meet your goals is more likely to help you produce impacting content.
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