My conversations as of lately has been centered around content marketing and how to effectively manage it’s success. It seems that so many people are really concentrating on page views. While page views will be a dead give away that people actually went to the page why not look deeper to see what people are doing when they actually arrive. After all there should be a deeper strategy towards content marketing other than getting page views. In order to get deeper understanding of how people are reacting to your content consider the four metrics below:
- Average time on page is a really good indicator of quality content. If you find that that your time on page is low you might want to tweak your content, but this is variable depending on the industry of your business.
- Exit rate could be a good discussion for debate. I say this because high exit rates could indicate that people didn’t find what they’re looking for and therefore leave the site right away. But, I believe that we need to break this down by referral traffic instead of looking at this as a whole. For example if people found your site organically through keyword searches and your blog post ranked the exit rate might be higher because they might have just clicked on your link because it was the first on in the SERPs. If you’re looking at your social referrals the exit rate should be lower because you’re sharing the content with your following that is suppose to be interested in your services. And this actually brings us to the third source to look at.
- Traffic sources is a very important metric to look at especially when your looking at all the metrics because as I stated in the above examples knowing how to break down how each of your referrals are reacting to your content will give you insight on how to make adjustments accordingly.
- Social reporting and trackable links is a very valuable metric to consider when trying to identify which one of your social properties your business is the most engaging on. Having trackable links on your content is a no brainer you want to be able to identify what social platform your getting more interaction from and also if your paying for sponsored links you want to measure some kind of KPI.
So long story short when you’re diving into a content marketing strategy it’s important to have your KPI’s identified before you begin so you can get your benchmarks before beginning so you’ll be able to measure your success from that point moving forward. So do this by knowing what metrics to look at first.
Unless you’ve been living under a rock for the past few months and if you’re an admin of your company’s Facebook page you’ve probably seen your Facebook post reach similar to the graph on the left. It’s apparent that Facebook wants businesses to pay up if they want to be seen in the news feeds of the hard earned fans that they’ve dedicated so much time in growing. I’ve come to grips with it and so must you! Since the decline there are many more variables to seriously start considering. Here are 5 things your business should be doing now.
1. Take a look at your content strategy calendar it’s time to start highlighting the posts that worth promoting.
2. Run integrated contests. Start utilizing your other social platforms such as Pinterest, and Instgram. You can promote the contest on these other networks and actually host them on your Facebook page.
3. Start promoting your owned properties! Utilize Facebook ads to promote and traffic to your website, blog, or other owned platforms.
4. Get serious about Google +. Surprisingly this turned out to be not just a fad and it’s still here so you might as well start using it.
5. Get serious about sponsored Tweets. This is another platform to promote your earned properties or social contests.
Don’t be afraid to experiment! A/B testing is key to any marketing plan. Even if you try things that don’t work, remember not to eliminate the idea completely because you never know it could work another time. Also remember to track everything!
AKA: Digital Diva
It’s been an exciting year and its awesome to begin a new one. I can’t believe it, my blog is 7 years old now🙂 time goes by like the blink of an eye. Looking back at some of my older posts it’s amazing to see how much things have evolved in the digital space.
I remember posting more about strategy and seo and now it’s evolved into more social media marketing. I wonder what the next 7 years or even just 2014 will have in store for us marketers…
Are there any new breakthroughs you hope to see this year?
By, Tanesha White