Since the roll out of Google’s numerous algorithm updates, many have become fans of content marketing. The value of this practice, however, goes beyond being a part of an effective SEO strategy. If done correctly, content marketing can be its own channel for ROI. Fortunately, there are key performance indicators (KPIs) you can check to ensure the effectiveness of your game plan.
This is an important metric for your strategy, as it gauges how well thought leaders receive and pick up your content. At the same time, it provides you real time insight into who links to your site.
You can look at metrics such as the amount of traffic each referrer generates, the trust flow or Moz Rank of the referrer, the referrer’s time on site, and the conversion rate.
Measuring this involves looking at patterns, particularly the difference in the response of your landing pages to those with content-based referrals and otherwise. This highlights the importance of every referral source. Though some are useful only in SEO, this could establish good rapport with other sources.
Many marketers fail to recognise this metric, as they focus more on social shares and traffic, but engagement is the main measure for checking your content’s effectiveness. Sub-metrics for this include bounce rate, time on site, and pages per visit.
This can measure which portions of your site perform very well, and of course, your content will often underperform money pages. The importance is in the discrepancy of the figures, as you want returns for what you produce.
Critics say that conversion is content marketing’s weakest link, but often, this is because the content wasn’t optimised for that purpose.
The secret here is to mould the content in such a way that it generates primary and secondary conversions. The former, of course, pertains to the sales and leads you get from the content; on the other hand, secondary conversions in the form of email subscriptions and material downloads give you a second chance to convert a passive user into a reactive one.
Social shares are common, although many simply use them to come up with the number of likes and shares for a certain post. What many fail to measure, however, is if such a figure is an increase from previous posts or if it is the average share rate.
Context is crucial here to determine the value of the social sharing strategy. If a post ever becomes viral, how does the marketer repeat that success?
Large amounts of data are at the fingertips of content marketers. These metrics attempt to harness this data and, with the right strategy, convert it to profit.