There are countless KPIs to measure when determining content marketing success. Social shares, traffic, time on page, and conversion assistance all play a part in figuring out whether your content strategy is working.
But there are a few not-so-obvious metrics that we like to measure as well. The following data gives us insight into what is working, how it’s working, and whether it’s contributing to our conversion goals.
Mobile, Tablet & Desktop Breakdown
This view helps you understand what types of devices your readers are using and whether you are providing an adequate experience for mobile and tablet users. A lot of mobile traffic? Make sure your post is broken up, easy to consume, and loads quickly.
Most Popular Articles (Pageviews)
These are the most popular articles; they receive the most pageviews. People can land on these or navigate to them from other articles or pages on the site.
Top Traffic Drivers (Visits)
These are articles that generate landing page traffic through organic, paid, social, and email. This helps you understand which articles are driving traffic to your site; this might be different from pageviews.
Articles That Attract New Users
These are articles that attract new readers to your blog. These also may be different than the top traffic drivers. New users are crucial to expand and grow your brand. What type of content is attracting them?
On the flip side, tracking what posts are attracting returning visitors is also helpful. What kind of content does your main customer base resonate with? This content should be used for loyalty and evangelism.
Posts That Drive Engaged Visits
This view allows you to look at articles that generate engaged visits with a high number of pageviews, long visit durations, or a significant amount of time on site. If you can determine which articles resonate with your users, you can create more articles on similar topics.
Posts with Goal Conversions
If you have goal tracking or e-commerce enabled in your Google Analytics, you can determine which posts drive conversions. If someone lands on a blog post and then buys something, fills out a lead form, or signs up for your monthly newsletter, this is where you can really show the value of your content. The type of goal you track will depend on your business.
Blog Visits by Channel
This allows you to understand how people are finding your articles and determine which channels are producing the most visits. Use a pie chart view to create a visual breakdown of which channels drive traffic to your articles.
Things going well on social media but lacking in organic? You may need to go back to the basics of long-tail keyword research and re-vamp your SEO tactics.
Top Blog Posts via Organic
These are the articles with great SEO that generate organic visits. Review these to understand which articles Google thinks is great, so you can create more.
We like to look at sessions driven versus new users to understand whether these articles are attracting potential new customers or whether these are people that are returning to the site because they like reading your content.
Top Blog Posts via Social
This is an indicator of the effectiveness of your social content marketing efforts. It can tell you whether your social audience really cares about your content and is actually clicking through to read your articles.
Top Paid or Boosted Blog Posts
This allows you to look at the articles you’re paying to promote on Facebook, Outbrain, or Google PPC. You can look at new users, user site engagement, and conversions as an indicator for whether you are getting value from paid clicks.
All of these ways to measure content marketing success work together; no single metric should be considered without anther. For more tips on measuring success, contact Volume Nine’s content marketing team!