Content marketing has been widely adopted but how are people measuring whether it works or not? Which metrics should we be looking at?
The answer to that last question will depend on the business and its goals. Measuring for its own sake is pointless, it has to align with business goals.
With this in mind, I’m not going to tell you which metrics are most important, but will simply present the various metrics you could use.
The basic (obvious) content metrics
These are perhaps the most obvious and often easiest things to look at, and can be found with Google Analytics (other analytics platforms are available of course).
Simple enough. How many views did your article, video, infographic etc attract?
It’s a good measure of popularity and indicates whether your content has hit the mark, especially in comparison with other pages.
If the aim is to build an audience and measure popularity, or to convince advertisers, it works.
However, if your goals are different, pageviews will only tell part of the story.
If you’re targeting a specific audience, the number of people viewing your content is less important than whether the right people are.
For example, I could write a piece of clickbait on Kanye or Trump (don’t worry, I won’t) and attract 100,000 views.
However, would it help Search Engine Watch? Would those visitors become regular readers or decide to attend our events? I doubt it.
This can be more precise than pageviews as views can be distorted by other factors. Dirty tricks like pagination for instance.
<img class="alignnone size-full wp-image-56922" src="https://searchenginewatch.com/wp-content/uploads/sites/25/2016/02/users-sessions.pn…
For Your Full SEO Site Report visit http://nationwideseo.com.au/site-report/