Let’s not forget the real purpose we are all here for, and let’s state the darkest and most obvious wish of all the marketers. It is to increase the return on investment and earn profit from the sales, right? This is why the content marketers, digital and social media services providers, the leading influencer marketers, website developers, and the business industries join hands to make the business work. And this is pretty much the reason why the social media agency UAE and the content management firms all over the world consider the measurement of the social network and content performance indispensable, respectively.
As we are here to discuss the dire need for measuring the performance of the content posted on the website, let’s have a look at the key performance indicators of the content management. These KPIs will lead us to the benefits they offer and what combines to make the whole service irresistible.
Content measurement metrics and how they offer benefits to the business?
If we look at the definition of content analysis, it has been defined as “the systematic, objective, quantitative analysis of message characteristics,” by Kimberly Neuendorf, in The Content Analysis Guidebook, Sage Publications. (Reference: http://www.pewresearch.org/) Thus, there are different stages to the success of the content, and these are measured through the basic, engaging, and conversion metrics. Almost all the metrics tell you about the quality of the content that helps the most in bringing and engaging the viewers. The top ones that you must use for sure are as follows:
1. User details
By using different programs like Google Analytics, you can find out the total number of viewers who visited your website, and not just that, but also the views for each specific web page and how long they stayed there. This helps in finding out the type of content that is attracting the users the most. Moreover, you can find out the location of the viewers as well. If your measurements say that most of the viewers are from the USA, you can then generate content directed towards them.
2. Page views
As we were saying earlier that the content performance measurement tells about the total number of viewers, it also tells about the pages that are viewed the most. They can be the blog posts, story pages, product reviews, or online shopping pages. This information helps you generate similar kinds of content posts. Moreover, if there is any particular author’s web content that is excelling in the content world, you can get more workpieces from that particular person for your website.
3. Mobile users
We all know how important it is these days to create mobile-responsive websites. It requires another round of great effort to make the content work for mobile users. Thus, by finding out the percentage of people who are actually browsing the website content through their mobile phone, you can measure the effort you need to put into making your website’s user experience seamless for mobile viewers.
4. The average time people spend on the web page
So, your content analyzer told you that the audience spent three minutes on page A and a whole lot of ten minutes on page B. What does that indicate? It pretty much tells you about the type of content that keeps the visitors engaged, doesn’t it? And this type of information is everything the content marketers are looking for these days. This is one of the best engaging metrics used by the analysts.
5. Several new and previous visitors
This one is another engaging measurement metric that helps in finding out the number of new people who visit your website and the old ones as well who revisit the website. They must really like something on your website. What is it? Once you have this key data at hand, you’ll be doing great, right?
6. Email clicks and opening rates
Image source: https://echogravity.com
So just you know, the subject line of the email also falls under the content category. Thus, by finding out the open rate of the email, you can study the type of subject lines that do business. Moreover, the content and links inside the email also need clicks to generate revenue.
7. Social media content performance
Ah! This is an important one. One of the major reasons why content performance measurement has become inevitable is the need for marketers to excel on social media networks. By content performance measurement, they actually see the number of likes, comments, and shares each content post (written, video, presentation, slideshows, quiz, or image) gets. This again helps the divine content creators to put their heads in the game and generate content worthy of social shares and comments. Social media is a great way to engage the viewers with the brand, and no one would like to screw up that chance.
Thus, the truth be told, the major reason for the huge success of content measurement is to speed up the success of the business brand. By learning about the viewer’s behavior from the content, every marketer indulges in practices that produce high and profitable outcomes, and so should you.
