Content is often a pillar of many marketing strategies. Companies create content, such as blog posts, podcasts and webinars, in an effort to expand their brand awareness and increase engagement. And, as is the case with all strategies, tracking the results of content marketing efforts plays a critical role in long-term results.
Analyzing the performance of content marketing campaigns ensures that you find the strengths of the content that you can capitalize on as well as the weaknesses that need to be addressed. By learning about the value of content marketing analytics, you can make sure that you have the best content measurement tools that will provide the best insight.
Why content marketing analytics are important
Putting in the work to create content for your marketing campaigns is only half the battle. It means nothing if you’re disregarding the results. How will you improve if you don’t know what’s not working? Content marketing analytics refers to interpreting data and key performance indicators (KPIs) from content to gain insight into the effectiveness of your marketing efforts over time.
The value of content marketing analytics comes down to helping you maximize your return on investment from your content efforts. They can show you how to improve the content performance and reach of your content by analyzing how your efforts are resonating with current and potential customers. To put it simply, analytics tell you how much your content is helping you achieve your goals.
Here are a few ways that content marketing analytics can help your company:
- Address and fix gaps in content marketing strategy.
- Make sure content is relevant for target demographics.
- See which formats are the most effective for proper budget allocation.
- Understand your audience’s online behaviors and preferences.
- Recognize issues in user experience.
- Track your search engine rankings for relevant keywords.
- Use data to back up strategic decisions and changes.
At BURG+CO., our content marketing services don’t stop at research and development of your content. They also include monitoring your distribution channels through content marketing analytics using effective tools. We want to help you fine-tune your content to have as much of a positive impact on your bottom line as possible.
Types of metrics that are tracked through content marketing analytics
Content marketing analytics are tracked and evaluated using tools such as Semrush, Google Analytics and Buffer. These measurement tools can range in aspects like price and customization, but almost all the tools available will have a focus on metric tracking. Without metrics, there’s nothing to analyze.
While the metrics can vary depending on the type of content you’re creating, here are important KPIs that can be tracked using content marketing analytics tools:
- Click-through rate — The click-through rate shows you how many people clicked on your ad, search engine result page listing or link versus how many times it’s been seen.
- Organic traffic — While paid ads can be helpful, organic traffic lets you know how many people visited your site based on search engine listings that aren’t paid and instead came up based on their relevance, quality and authority.
- Time on page — You don’t want a person to visit your site for content only to leave halfway through the blog post or podcast. The “time on page” analytic tells you the average time spent on an individual page on the site.
- Bounce rate — Branching off the previous metric is the bounce rate, which calculates how many site users leave after visiting just one page. By looking at your bounce rate analytics, you can find optimization opportunities for improved engagement.
- Conversions — A conversion rate tells you how many people took a desired action on your content, such as filling out a contact form or making a purchase, compared to the number of users who visited the content.
Want to track content performance through analytics? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
