Marketing is all about knowing what works so you can keep implementing the same strategies to produce results. However, many of us fail to make use of the FREE tools available which allow use to optimize our content marketing. With so much competition online it’s important you know how to make the most out of your time. For example, one thing I have learned in the business is writing content can be very tedious, and when you are NOT getting a return on your investment it can be overwhelming. However, I’m here to tell you if you know how to keep an eye on specific metrics then you’re going to have an easier time putting content together. Through certain metrics, your able to:

  • Write more content which works;
  • Get a return on your investment;
  • Understand how to use metrics going forward;
  • Build a stronger relationship with your readers.

Let’s jump into the “3” MOST important metrics you should pay close attention to in content marketing.

marketing metrics

Social Engagement

Why is this important? Simple…

These days the MOST important content gets shared highest on social platforms. One thing you have noticed is people are always willing to share important pieces of content quickly. Many have built a reputation by providing their readers other high quality relevant content…right? This can also be used as a sign of what’s been working and what hasn’t on your blog. When you have written 10 pieces of content, and one is creating a massive buzz then you know what has resonated with your readers. You can then focus on writing similar pieces on content to expand on the same topic idea.

How can you track social engagement? I use two tools which you should implement into your marketing:

  1. Bit.ly
    A link shorting tool which will show you when your link has been clicked. This is awesome because overtime you’ll start to notice a pattern on your blog. You’ll notice what content has outnumbered others, and then you can focus on the same type going forward.
  2. Google Analytics
    You have to use Google Analytics because it’s free, and will provide you with a lot of information. For example, find out about landing pages, demographics and search queries.

Bounce Rate

This is another huge metric to pay close attention to because if you don’t then you’re NOT going the rate at which people are leaving your blog. Bounce rate is the percentage of people who arrive on your page, and leave almost immediately. Even though this can be confusing because Google tracks “single” page NOT taking into account that your visitor probably moved to another part of your site. This is why I like to combine bounce and average time on site since it’ll provide a deeper understanding of engagement. For example,

If the user isn’t spending enough time on your page then your content can be clutters, boring or missing key ingredients. The good news is this metric can be seen from within your Google Analytics control panel. Remember, look at the bounce rate of the page combined with average time so you know how long visitor was on the page.

Internal CTR

Many people don’t too much attention to this metric, but I can’t tell you how important knowing how many internal clicks you’re getting for marketing. By keeping track of internal clicks around your site you’re understand what other content people find valuable throughout your blog. Then by looking at the bounce rate, and average time on page you’ll be able to determine how resonating your content truly is. With that said,

Many plugins or even Google analytics will be able to provide you with some in-depth information on this statistic. Use that information to better improve your content internal linking pattern, or even the content itself. This doesn’t have to be a tedious process because it can be spread out, but by using this metric you at least now have a better idea of how people move around on your website.

Start paying close attention to these “3” metrics and you’ll begin to see a pattern development. Then you can proceed to start making tweaks throughout your website.   

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About the Author

Rizvan Ullah

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