Being a marketing professional with extensive knowledge of data at your disposal can be a tough act to beat nowadays – especially when knowing the ins and outs of metrics, and how to navigate through the raw data.
When it comes down to digital marketing, we all understand the importance and value of content. Most of us know the basic metrics to follow holistically, like leads, traffic, impressions, goal completions, and others. But what are the other types of metrics that may be more advanced or niche to help your marketing efforts tremendously?
The following content strategy and marketing metrics are what you should be tracking.
User consumption can be broken down into categories like page views, unique visitors, and the average time spent page – each measuring different aspects of consumption. Page views is a good indicator of what content is most effectively drawing people into your site. Unique visitors is just another way of saying, new visitors. And average time on page is simple as it sounds. It’s also a good way to determine how engaging your content may be.
By paying attention to these consumption-based metrics, you’re able to see the effectiveness of your content at various levels and make the adjustments necessary.
Engagement and Sharing:
Comments, session duration, and page depth all fall into the engagement category. The ways that people engage with your content show content’s ability to evoke emotions. But another source of emotional reaction is sharing.
Sharing means more than the simple share a link to social or texting via a friend. With today’s advancements, a simple “like” of something via social allows your friends to see what you like through various platforms algorithms.
Retention is essential for any business. When applied to your brand’s content, you need to measure retention by users’ return rate, bounce rate, and pages per visit. While you may have many loyal customers, it’s good to keep obtaining new users as well.
It’s crucial to know who is visiting in order to build a positive relationship with returning and new users. But it’s equally important to take a look at how those users are engaging with your site. Are they quickly leaving the site or are they investing a solid amount of time?
Production and Cost:
These two items are essential in regards to content, as you need to understand the production at large and adjust as needed, along with the cost of publishing or promoting your content.
It takes time to publish content outside of your branded channels. To best support your brand, you should discover how long it will take for your team or others to publish a piece of content. It can even be used as more of an internal metric than necessarily marketing. By knowing your content team’s efficiency, you can greatly help your marketing efforts.
Pinpointing how much content your brand produces over a specific time makes for an excellent marketing strategy. That is, only if the number truly reflect efficiency. But at times, you may experience a content backlog. Backlogs measure how quickly users are consuming your content. It can be an indicator of how well you’ve been advertising your content log. You’re likely to find areas for improvement and areas to promote, as they are high-performing.
While every single metric listed above may not necessarily be a marketing metric, every one of them ties back into marketing to some degree. Knowing and taking advantage of these metrics can help your brand gain a tighter grip on marketing better toward your customers – current and potential.