Writing a lot of high-quality content is great. But if you're not tracking it after going live, it's practically worthless.
No matter how great your storytelling is, an effective content strategy revolves around studying your audience engagement and learning how to better reach them. Ultimately, the measure of your content's success is going to come from how it reaches and effects your bottom line.
So here's the Story Block quality control guide to content tracking and analysis so that you can prove that your excellent content is increasing brand awareness, qualified lead conversions and ultimately ROI.
Tools like Google Analytics allow you to track and measure the user experience in a way that gives you the leverage you need to reach your ideal buyer with the content that they want, where they want it. Among other things, the most vital data that Analytics allows you to track are.
- Page Views - The number of times any particular page on your website was visited. This breaks into subsections like unique visitors and new and returning users which will help you to discover which content is working best for retaining visitors and which content is pulling in new leads.
- Bounce Rate - Bounce rate measures the amount of people that left your website completely from this page. If you have a high bounce rate, it may be that you are utilizing the wrong CTA or that you are pushing deep-funnel content too early in the user journey. Bounce rate data breaks into other subsections like pages per session and average time on page so that you can really dig into understanding how your webpage users navigate your site.
- Traffic Sources - There are a lot of variable at play in how users discover your content. Google Analytics tracks where you are getting most of your lead generation from. Is it a paid ad on Facebook, organic search, direct or referral. Knowing this allows you to better understand where your audience lives and where you need to meet them.
There are plenty of resources out there to teach you how to use Google Analytics like a pro. So don't hesitate in mastering the craft because it has become the golden standard for all marketers interested in raising their ROI.
User engagement is the ways in which someone on your site interacts with your content. Did they like or share your blog post on their social media account? Did they leave a comment at the bottom of the page or mention you on their blog? These are all important things to take note of because they are clear indicators of a user nudging towards a conversion. As soon as someone mentions your blog, you need to respond. Leave a comment back. Send them other content that they may enjoy. Nurture your lead.
SEO is your position in the city. You don't want your business tucked in an alleyway behind your competitor. You want to be front and center, on the busiest corner between main street and first. You want to rank for the top 5 search results on Google. To do this, you need to track your SEO.
By this I mean, you need to look into your organic traffic percentages, dwell time (how long did a user stay on your page before returning to the search page), number of backlinks to your page and of course the performance of your keywords.
Google Analytics is great for tracking your SEO performance and can even tell you which keywords are outperforming you and recommend alternatives.
Return on Investment
The golden apple of marketing, your ROI. This is what you came for all along, so it's obviously the most important thing to collect data on. However, everything up to this point should inform you on how well your marketing efforts are performing and where you improve.
But when you're collecting materials for a report to show the C-Suite or Sales team, here's what you'll need to bring:
- Conversion Rate - The total number of users who engaged with your content by giving you personal details about themselves divided by your total page views. Ideally you want to be above 10%. If you are below 2%, you need to take some action in improving your lead flow.
- Existing Leads Engaged - It's nice to have a new lead, but if an old lead comes back for more, you are producing the right kind of content that makes lead nurturing and conversion that much easier. This looks good in a report.
- Campaign ROI - Including how much revenue you've touched with your campaign compared to the amount that you spent is the single most effective way to prove that your marketing efforts matter and make an impact on your company's ROI.
So now you know how to track the success of your content. Once you start tracking it will become an addiction. Numbers are a science and they only lead towards improvement.
Don't know if you have the time or bandwidth for an effective marketing strategy? We have the guide to make sure you get the best marketing bang for your buck. Download below.