Tracking a content’s performance is as important as creating the content itself.
If you want your content to produce tangible results for your business, you should know whether it left a lasting impression on your target audience.
One way to understand this is by using key performance metrics to track and analyze your content performance.
The insights you gain from the analysis will help you make informed decisions about your future content marketing strategies, ultimately bringing your consumers to the end of the conversion funnel.
So, what key performance metrics can your business use to track its content performance?
Customer/User Behavior Metrics
This metric explains the behavior of the people who visit your website or social media page.Â
Why do they view, like, share, comment, add to your cart, and purchase your products?
This is important in understanding your audience and the factors that trigger their engagement.
There are different user behavior metrics you can employ, and a few are:
- Views: This is the overall number of views i.e. one-time visits your website, app or social media page, or profile gets within a particular time frame.
You can decide to set the time frame monthly, bi-monthly, and quarterly. Choose a time frame that is perfect for your business.
This metric helps you know the type of content that draws your audience’s attention.
The analysis’s results can help you change the type or quality of content to suit your audience’s preferences.Â
For example, if you are into skin care products, grace your eyes with videos on the areas on the face where to apply a moisturizer that will glow your face and prevent breakouts.
- Traffic sources: This measures the concentration of attention you get from different niches (traffic sources).Â
This metric lets you know where you get the most attention, which can help you redirect your focus to where your product provides the highest value.
Remember, you aim to succeed in your business, so paying close attention to the audience that engages with your products is key.
For example, if your product generates traffic among divorcees, single moms, widowers, and the elderly, you need not look any further; pay close attention to that market.
- New users: If new people visit your online platform for the first time, congratulations—you have new users.Â
Checking the number of new users you have in a month or quarter is important in measuring your content’s vitality and impact on your audience.
If your new users increase monthly, your content has more reach and impact.
SEO and Distinction MetricsÂ
This metric helps you track the level at which your website or social media page ranks on search results and the performance of your content in driving traffic.
The following are SEO metrics you can use;
- Organic Traffic: This is a measurement of the number of people that visit your website without payment for the optimization of your website, social media page, and content.
This will help you determine whether you are optimizing your content well and which areas need work for a better result. To track your organic traffic, you can use tools like Google Analytics, Ahrefs, Semrush, etc.
- Dwelling Time: This is the amount of time your audience spends on the content they find on your website or social media page before returning to the search results page to look for similar content.
This is a crucial point for every marketer or business owner. It is when your audience will decide if your content is worth their time and if the information is useful to them.
It also helps you track the uniqueness and ability of your content to draw and keep your audience’s attention on your page or website. It will also help you know if your content is addressing the needs of your audience.
- Keyword Ranking: This metric shows you the level your website or social media page ranks in search results following a specific keyword from your content. Tracking this will let you know if your content is visible and has a wide reach.Â
Today, many SEO agencies in Lichfield use tools like Semrush, mangool, and Rank Tracker to measure their keyword rankings.
SEMrush and Keyword Finder are exceptional tools for tracking keywords on social media platforms like LinkedIn and Reddit, while Keyword Planner, Google Trends, and TubeBuddy are tools for YouTube channels.
Conversion Rate
This is the percentage of users who visit your page or website and respond to a call to action from start to finish. The call to action could be downloading, signing up, buying, etc.
Tracking your conversion rate will help you better understand your audience (what motivates them to reach the end of the conversion funnel and/or what causes their abrupt change of heart).Â
It also lets you tailor your content to convince them to complete your call to action.
You can use Google Analytics to track your content’s conversion rates and draw insights from the results.
Content ROI
At the end of a month, quarter, or year, you should know if the amount of money you invested in your content creation and production has yielded tangible profit. This is what content return on investment (ROI) is all about.
You can track your content ROI by subtracting your profit from your total content investment and dividing the result by the total content investment multiplied by 100.
If your final result is high, it means the content marketing strategy employed in your content production is effective, and you should continue investing money in it. However, if it is low, you should immediately change or adjust your content marketing strategy to get better results.
Conclusion
As a business owner or marketer, tracking your content performance and analyzing the results will help you make better decisions that will boost your brand’s visibility and cause increased conversion, thereby leading to greater revenue.Â
