Regular bloggers who have less knowledge about content marketing, funnels, and social media marketing tend to rely so much on soft content marketing metrics, such as post likes, page views, and shares, to know how their content works in the blogosphere, but is this enough to improve the way you provide value and help you earn money from your blog the way big time bloggers do? There are plenty of technologies and apps that offer help in quantifying the effectiveness of your content, and how it ultimately affects revenue. The problem is, do you even understand how those technologies work, and are they user friendly enough to make it easier for stay at home moms navigate their way from earning cents to dollars?
Content metrics? Just what is this all about? When I first review my old meeting notes, I was completely baffled by the assignment I had before, which is to study about content metrics. How do I measure the effectiveness and maybe, in a lot of ways, measure the usefulness of the content that I wrote and published in my blog?
Yes, you are right. This most perplexing question has kept me awake all night. Looking at the content metrics as a whole can be overwhelming and very intimidating right to the last centavo of your basic salary.
It helps to ask yourself this question first. What is the key performance indicator you think is most important to your personal or niche blog? To make things easier, you can break them down into simpler categories.
How many people really lands on your blog post and read your content? How frequent and how in-depth is their reading consumption? From which social media channel or website do these visitors come from?
Which of your content is being shared and commented? Who and what type of individuals are sharing them? How often are they being shared and where do they share it?
How is your content supporting the generation of leads and how does it nurture your leads?
How does your content influence the results of your sales funnel? What are the ways your content drives revenue?
Retention (Subscription) metrics
How effective is your content in making visitors subscribe to your email list? How effective is your content in keeping the interest of your visitors beyond the initial point of contact?
Is your content effective in bringing people to comment? How does the sharing translate into engagement? Does the content inspire users to take some kind of action? How frequently and consistently are they taking action?
How effective is your team in meeting editorial calendar deadlines and goals? How long can your team turn a content idea into a published piece of content? How many articles do you regularly post in your blog in a given period of time?
Can you determine the overall marketing costs? What is your cost per piece of content published in your blog? What about the cost per creative source?
Here is Curata Content Marketing Metrics and Analytics Model where you can get some ideas about how to do it with your blog.
How do you measure the performance for each metric? For a blog, the most important consumption metrics are the Page views, which gives an idea which content your visitors are consuming
Unique visitor analytics, which gives an idea of the total number of visitors you have, and how much of your traffic is repeat visitors
Average time, which gives an idea the duration of time a visitor spends on a specific page, if they were thoroughly reading or just quickly skimming.
The key is to know and track which post and topics generated the most interest, so you will understand the trend and what your visitors are mostly looking. Understand what people want to read. Also, track incoming links from pages outside your domain.
Unfortunately, in the social media platforms, a piece of content that could have been seen, does not mean it was really seen, because things move so fast on social media newsfeeds, that the content shelf life there is too short and most of the posts may just go unseen.
Comparing your consumption and retention metrics helps determine if your content is inspiring enough to motivate repeat visits and expand the visitors’ relationship with your brand. In Google Analytics, you can look at the Percentage of Returning vs. New Visitors, Bounce Rate, and the Number of Visits and Days since Last Visit.
In the social media, the primary means of retaining a visitor is by simply being followed by them. In your email marketing, you can keep an eye on the number of opt outs and unsubscribes. If your opt outs exceed your new visitors, then you need to publish more engaging content, reduce the frequency of your emails, and improve copywriting.
What you are going to learn here is to deeply understand how you draw different buyer personas and influencers toward your marketing mission. Remember, people readily share useful content or interesting stories only.
Your content metrics must be tracked back to your specific goals, where each goal requires smaller steps and objectives that can bring your prospects into doing the very specifics of your call to action.
Engagement is everything. Do your best to write articles that can cultivate an engaged audience, because if they are not engaged, then you will find it difficult to convert them into leads. Session duration can be one. You can see this in Audience, Behavior, then Engagement in Google Analytics.
Manage reactions and interactions from your readers. Comments are very important metrics of engagement. It is high time that you graduate from just posting what you think is good for your blog and start knowing what your audience wants. You would only start to earn money from your blog when you start to deliver the kind of information and the type of content they seek for!