4 Key Groups To Measure Your Content Performance
To start measuring and analyzing your content performance, you will need to first understand the right metrics to follow. If you want your content marketing efforts to be effective, you must set out to first outline goals to be achieved. This can be done through setting SMART goals. SMART goals are Specific, Measurable, Achievable, Relevant, and Time bound.
By first setting these goals you can dive into how each key metric will help you achieve them. Key metrics are best categorized when placed into key groups. The 4 best key groups to measure your content performance are:
Consumer behavior is everything including a consumer’s decision making process and all influencing factors before they make a buying decision for either a product or service. Conducting consumer behavior research can be done through a consumer behavior analysis.
To begin conducting your consumer behavior analysis you will first need to segment your audience. This allows you to segment off your audience through demographic (age, gender, etc.), psychographic (personality or values), or geographic segmentation (country, town, etc.). This will allow you to identify the key benefit of each group and to which part of your business is unique and imperative to each specific group.
Then, you will be able to pinpoint which content you should produce for each audience segment. By catering content to engage with new and segmented audiences, you are giving consumers a reason to choose your brand over another.
When measuring engagement performance for your content, it is best practice to check how each KPI is performing. It is also important to ensure that your content is reaching an appropriate amount of consumers.
Reach is the total number of people who see your content. Sponsoring or promoting your content through active social media campaigns is a great way to reach new and unique audience members. Engagement rate refers to the amount of people who engaged with your content out of the people it reached. Better performing content will have a higher engagement rate.
Conversions are when consumers complete a desired goal on your website, social channels, or your mobile app. Keeping track of relevant KPIs such as conversion rate, open rate, and CTR allow you to better understand how your segmented audience is reacting to your content.
Search Engine Optimization (SEO) Outcome
To ensure you are effectively measuring your SEO for content on your website, you must measure time spent by consumers on the page, their bounce rate, and pages visited per session. Using SEO to measure your website performance is a great way to keep track of your website content performance.
To improve your SEO you must understand your goals, make sure your site is accessible in search and easy to navigate for consumers, research keywords extensively, establish your site’s authority, and prioritize the right metrics effectively.
Generated Revenue
The best indicator for content performance is how well your business is generating revenue. The best way to measure your ROI on produced content is by following these steps:
Step 1: Calculate content production
Step 2: Calculate content distribution
Step 3: Calculate the sales directly from the content
Step 4: Calculate final content marketing ROI
In the end, you want to ensure that the content marketing you are investing in is generating a substantial ROI. By measuring the generated revenue for the content your business produces, you will be able to distinguish which content is performing better based on the return on your investment!
