In order to make sure that you are going forward with your content marketing, you need to measure the effectiveness of the marketing strategies. But, to do that, you need to conduct some research over the numbers and know more about the important data points. Managing these data might seem a bit difficult from the outset, but with little effort, it can get done.
The performance of the content plays a major contributing factor in global marketing and once you are able to track its progress, you will be able to customize the strategies depending upon the changing trends in the data.
Through this blog, you will get to know more about the data points on which you need to put a focus on your ultimate success.
High Traffic
One of the most significant aspects or contribution of content marketing to various industries is its efficiency in driving high traffic to the websites. Through effective content marketing, you can easily increase its organization’s web presence by attracting the attention of new consumers, which will lead to the achievement of business goals. Such traffic numbers work as very strong indicators of the engaging factor of a website. By keeping constant track of these data, you will get to know more about the impact of your website and the components on which you need to work on.
The following types of traffic are needed to be taken care of:
Referral Traffic
Such type of traffic can be obtained when users reach your website through hyperlinks on different websites. When your website’s link gets connected to other websites, the credibility of your website as well as the potential of capturing traffic also increases.
Direct Traffic
When anyone visits your website by directly putting the URL into the browser or reaching it through a saved bookmark, it is termed as ‘Direct Traffic’. This is the kind of traffic that indicates the impact of your brand’s marketing on the minds of the users as well as their loyalty towards the brand. If users are visiting your website directly, then you can be assured of their engagement.
Organic Traffic
When a visitor reaches your website through search engine results, then it is considered to be ‘Organic Traffic’. For instance, a user searches for a product or service on the search engines, and then the results lead the user to your website. This kind of traffic is certainly pretty important as these are purely earned.
However, you need to make sure that your website appears at higher ranks of search engine results, so that the users can notice it, but it takes time and a lot of effort. The ranking factors on which the search engine results depend are consistently going through changes. If you want to earn organic traffic for your website, then you have to make sure that search engine optimization is the topmost priority of your content marketing strategies.
Paid Traffic
Whenever a user reaches your website by clicking on paid advertisements, the traffic drawn is known as ‘Paid Traffic’. Such traffic can be observed by running paid advertisement campaigns over digital platforms. You need to keep a track of the conversion rate of such campaigns.
Time on Website
A longer time spent by the visitors on your website, reading the content, denotes the high quality of the content. There are certain types of content that attract the attention of the visitors, due to which they tend to spend more time on the page. You need to take note of such content and then customize the future content according to the pattern of those. Also, you need to track which type of visitors spend more time on the page –those through organic promotion or through email newsletters. And, on the other hand, if there is content which the visitors just skip out of, then you would have to re-structure to make those more engaging.
Click-Through Rate
The content published on your website might be of top-notch quality, but if the visitors aren’t clicking on it, then the efforts go in vain. This is where you need to concentrate on the click-through rate. CTR is a data that analyses the perfect ratio of clicks to views on the content. In most cases, it is used to know about the efficiency of the campaign arranged on digital advertisement, but you can also apply to your content marketing strategies.
It is very important for you to know that CTR isn’t actually a preferred indicator of the success of the published content. It is a good indicator of the strength of your content’s Meta descriptions as well as the headlines.
Social Media Sharing
The promotion of the published content is as important as looking after its quality. Sharing your content through social media platforms helps in engaging more audiences and strengthening relationships with the audience. With the help of social platforms, you can easily reach the farthest corners of the world and attract more audiences. You must also track the engagement brought in by sharing and how much impact it is creating on the consumers. If the returns aren’t as expected, you will need to strengthen your online presence and might need to run paid campaigns.
For brands with considerably larger social media following over various platforms, managing the data and adapting conclusions from it, might get difficult on some occasions. There are many brands out there that depend on social media tracking tools to get detailed knowledge about the impact of social media campaigns.
Conversion Rate
The quality of the published content won’t matter until and unless it entices the visitors to go through the process, which includes filling out lead forms, signing up for email newsletters, or just visiting another published content of the website. Such things can be measured by keeping a track of the conversion rate. This data point is pretty important when it comes to determining the success of the content marketing campaigns. A high conversion rate indicates that the visitors of your website are finding your content engaging and spending some time to browse through the website. And, on the other hand, a low conversion rate indicates that the quality of the published content is comparatively low or there might be some technical glitches on your website.
Considering all the aspects, it can be said that the data points depend on the business goals as well as marketing strategies. In order to drive high traffic and engage more consumers, one can always opt for content marketing, as this method of marketing has been consistently proving its worth in the global arena. No matter what way you choose, you need to remember that you have to work on the strategies for the betterment of your brand depending upon the numbers.
