“Good” content is not enough. Rather, websites require content that fulfills your economic purposes. Here is how to measure your content’s quality.
Content is king – this is well-known. Yet this unspoken understanding may explain why content’s “kingmanship” is hardly questioned. Yes, content does play an important role in digital marketing, and here’s a quick reminder of why:
- It is the basis for ranking in search engines (given that you apply SEO).
- It provides useful product information to the user.
- It encourages the user to a lead (that is to register, to click on…) or to a sale.
- It boosts customer loyalty and brand reputation.
But how do you ensure that your content fulfills these purposes? Surely, “good” content, or content that is journalistically well written, doesn’t quite get the job done on its own. In order to make strategic and economically useful decisions in digital marketing, you need to measure the success of your content.
The top content KPIs
Of course, there are a number of KPIs that are crucial to your digital performance. Yet the following KPIs speak directly to your content-related website metrics, which you should keep an eye on.
1. Page views
Ideally, every page on your website will receive visitors. Any decrease in page views should raise concern, especially for pages that seek to create leads or conversions. There are a number of explanations for a decrease in views: Are the links leading to this page missing, removed, or damaged? Has your search engine ranking worsened? Or is the page itself lacking in content quality?
2. Avg. time on page
The more time users spend on a page, the more likely it is that they like what they see, generally speaking. However, for certain pages, lower levels of time spent may be beneficial, e.g. for pages where users should register. A higher levels could imply that the form is complicated to fill out.
3. Bounce rate
The bounce rate describes the percentage of users that only view one page before leaving a website. In most cases, this is seen as negative, as maintaining user attention leads to them reading further articles, buying a product, subscribing to a newsletter etc. Lower bounce rates are thus preferred.
This describes how many users exit your website from a certain page. For pages such as, “Your order has been completed successfully. Thank you for buying at xy online shop.” a high exit rate is expected and not problematic, as it follows a conversion. Otherwise, exit rates could imply that users are not satisfied with your website or were unable to find links that enable them to further navigate. High exit rates, bounce rates, or levels of time spent on a page could be signals that your content is either not useful or confusingly presently.
5. Social shares, likes and comments
It’s clear that the content with high social media interactions is interesting, helpful, and/or unique content. As such, you should monitor and categorize your social media content: Which topics, which headlines, and which teasers generate the most likes, comments, and shares? These statistics will enable you to make educated decisions in producing “killer content”.
6. Positions in search engines
Search engines, such as Google, are continously optimising their algorithms so that users view search results that speak most to their intended search. Having top positions in search results for your most relevant keywords signifies that your content matches the user’s intention.
7. Links to your page
What has been said for social media is also true for backlinks: Having many external websites linking to a specific page is a strong sign that the content on it is useful and/or unique. Check the pages of your website which generate the most external links regularly on Google Search Console and draw your conclusions regarding which of your content works best.
Yet the best thing your content can do is to contribute to conversions. If a user finds the content on a certain page convincing enough to purchase a product, order a service, or subscribe to your network afterwards, you’ve done everything right. A very good metric in measuring to what extent a page contributes to conversions is the “page value” in Google Analytics.
Find out more about Strategic Content Marketing at OMMAX.