“Ban the word blog. It makes it seem frivolous, when it’s actually critical. Call it your info site or something,” says David Meerman Scott, renowned marketing and sales strategist. How do marketers ensure they’re optimizing this crucial part of their strategy? Furthermore, how do they communicate its importance to the rest of the organization or their clients?
Following are some of the best ways to measure content popularity, engagement, and ultimately determine how it contributes to your bottom line.
Visits By Blog
Monitor how much overall traffic your blog is seeing, and segment that traffic by source, device, or landing page.
This will allow you to see quickly which sources are contributing the most to your traffic to see where you should double down on efforts, or where you have room for improvement. Similarly, by breaking traffic down by each blog post, you can see which topics resonate best with your audience.
Time on Site
Of course, just because a blog has a high number of visits, doesn’t mean it necessarily resonates the best with your audience. Track engagement metrics like time on site or bounce rate to determine the quality of your content and see how engaging your readers find it.
Similar to content engagement, social interactions will tell you how shareable your audience finds your content.
If you’re writing killer content but your social data doesn’t reflect that, check out this article for some helpful tips on making your content more shareable.
In order to prove your content marketing has an impact on the bottom line, you can’t just monitor metrics like visits or social shares. While those are very important, you also need to see how many customers that content is bringing in. It can be difficult to tie customers directly to content because if a customer does not convert directly from a blog, it’s hard to know how that blog impacted a customer journey. However, we do have the ability to track direct conversions, organic conversions (which are likely heavily influenced by content) and even form submissions if you have some of your content gated.
Your blog and content strategy is a constant work in progress, so continue to tweak your analytics to fit the specific goals you have in mind for that quarter. Be sure to monitor how content contributes to your entire funnel as well, from impressions and brand awareness all the way through to nurturing and customer satisfaction.
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