The best content marketers are aware of the necessity to analyze and monitor the performance of specific pieces of content frequently.
These data will allow you to identify content that isn't performing well and could be improved and help you find your most compelling content. You can also find the answer of in multi channel funnel reports how are default conversions credited? Sometimes, the content you believe is of the highest quality doesn't resonate with your viewers. Data analytics can assist you in discovering the perfect "recipe" for your content marketing, allowing you to repeat the process until you achieve your ultimate success in content marketing.
Traffic
It is vital to the existence of web content. If no one is navigating your site, no matter how great your blog articles are - no one will ever read them, and they're not doing your site any good.
If you want to reduce it to the basics, traffic is the metric you need to track. Of course, traffic can be broken down into different categories. For Google Analytics, the metrics you need to be watching are:
Visitors: The number of unique visitors to your website
Pageviews: are the number of times a webpage on your website has been seen.
Pageviews that are unique: If a single person has visited your site many times, those visits are added to one pageview to calculate this measurement.
It is possible to use the raw data of these metrics to estimate the volume of visitors coming to the individual pages on your website. You can break down the data further to discover which regions your traffic is getting its information from (geographically and how they found your website online) and the device they use to access your website.
This data can be helpful to consider for your next content strategy. For instance, if you focus on predominantly US clients, yet you're receiving significant amounts of traffic coming from the UK, and you want to modify future content to meet the needs of your UK customers. If a substantial portion of your traffic comes via one of your Social Media platforms and you want to tailor the content you publish based on the social media profiles of your followers and their data.
Sales or Conversions
Suppose people come to your website and read your blog, which is excellent. But what are they doing after they've read? Are they clicking on your link and reading? Do they sign up for your newsletter? Making an online transaction?
It's your choice what is considered the term "conversion. In some instances, the aim of your content could be to generate an actual sale, whereas, in other cases, the goal could be to boost the profile of your brand and thus increase the authority of your brand. If that's the case, you could concentrate more on metrics like engagement and social shares.
If your blog is used primarily as an instrument for sales, it is essential to know how many deals it brings in. This can be done after activating e-commerce on Google Analytics by examining the value of each page on your content in the section on behavior.
This will show you the revenue per page earned when your users can directly make a purchase or meet a target you've established.
Engagement
Sometimes, the amount of traffic your website receives is a better indicator of your effectiveness in getting users to click on your links, not how well your material is.
To determine how many people engage with the content you've created, you'll have to know how long they've been on your website and the number of pages they visit during every session.
Naturally, the aim is to keep them on your website as long as possible so that they can continue to go back to your site and read more of your content (unless you decide that you wish to direct users to a sales page as fast as you can.
You can find this information under the Audience Overview on Google Analytics. In addition to viewing your total number of visitors and sessions, you will also see the average number of pages you visit per session, the average duration, and your bounce rate.
For content to be read ideally, you'll need an abundance of sessions per page, long average sessions (depending upon the content's length), and the lowest bounce percentage.
Social Media Engagement
Another way to gauge engagement with your content is to check its performance on social networks.
While there are many metrics that you can monitor on this page, The most important one is the number of instances different social media platforms have shared your posts. Sharing your content shows that other people find your content valuable.
This information isn't accessible in Google Analytics; however, when you've put social share buttons on every item, they'll reveal how many times it was shared across every platform.
Buzzsumo is a different tool for tracking social media shares. It is an easy method to determine the most popular web content.
It is also possible to track the traffic you're receiving from social media websites, which is an excellent measure of engagement. More social media clicks mean more users share and engage with your post. This information is available in Acquisition > Social > Referrals to Network within Google Analytics.
SEO Performance
Your traffic may not all originate via social media; therefore, getting many visitors through search is essential, too. You can measure the proportion of your site's visits that result from the investigation in Google Analytics. Still, there are better ways to gain information about whether your website performs well in search engines.
You'll also need to evaluate how you measure your SEO performance. There are several various metrics you can keep track of here. Rankings on SERPs are the most crucial ones, as they rank your website in the search engine results for a specific keyword. Rankings aren't fixed and change a bit with time, but as you track your rankings over time, you should be able to see it either as stationary (if you're already at a high level) or increasing in a way that shows you're growing your credibility and trust.
You can utilize Google Search Console to identify the terms you're ranking on and observe how your rankings change over time.
Improved SEO will result in increased traffic, more leads, and higher profits and sales.
Authority
Authority is more complex to quantify than the majority of other metrics. However, it's still vital to improving your authority with time.
High authority won't just improve your SEO which means you will get more visitors to your site. However, it will aid in building your reputation, boost trust and increase the conversion rates of your customers.
Moz provides its authority indicators that can be used as a rough guideline for how Google could assess the credibility of your website and website. The DA (domain authority) and PA (page authority) scores vary from 1-100, and higher scores correspond to more power.
There's no definitive solution to what constitutes a "good" DA and PA to target - you generally want a better score than your competition.
While these scores are helpful to track, there are also less precise ways to track the real-world authority of your brand. Measures like hyperlinks to your website, mentions of your brand on social media, and media coverage indicate that your authority is growing.