Evaluating Your Content Marketing Performance
Measuring Your Customers’ Attention, Actions and Approval
You have created your content marketing plan, and you have published all your content, but you don’t know how to evaluate your success. In some cases, your KPIs might help you, but mostly they only show the end game of your content marketing, not the actual performance of your content. But how do evaluate your content marketing? There are three factors you need to consider measuring: attention, action and approval. Each factor gives you a decent outlook on your performance but combines them into one report; you will have an idea on how your content marketing generates leads for your campaign.
Know where your customers’ focus are and target them better
The hard and the soft figures: views and time
Getting attention is the most difficult part of any advertising campaign regardless of the platform for a company. With too much interfering noise on the internet, it is even harder if not impossible to gain attention. Also distinguishing ourselves from others is harder than ever. But you’ve finally managed to get that attention: customers are visiting your site. How do you measure their attention? To measure attention, you have two options: a hard and a soft figure.
The hard figure is your views. The basic user segmentations and site performance metrics are good indicators for attention measurement: page views, unique views, returning visits. On the bottom line: if your content performs well on the top level key figures, you have their attention. But that is just a simple yes or no. How do you evaluate further?
Soft figures can be helpful here. By measuring time spent on your site can get you an idea of how much attention is paid to your content. If you had minor flows of users who are bouncing off your site – bounce rate is also a significant indicator – then you can say: your content certainly raised some eyebrows but proved to be irrelevant in a matter of seconds. Time spent on site is the best indicator you can get to measure your attention meter.
The one-hit wonders and the real cult leaders
Depends on what you want, but there are two options you can have. Either you have a massive attention with a short timeframe or a modest but loyal community. When you see massive site performance figures but low time on site and high bounce rate then you are a one-off celebrity on the net who will disappear with the first new wave. If you have a more modest figure but high time on site and low bounce rate, then your community is loyal and really pays attention to you. Therefore, performance metrics for a site are a matter of context and correlations.
Let your customers interact with your products and know more on what they like
Setting your goals
To define your actions; first, you need to set your goals. Every campaign is different, and your goals should reflect your campaign’s outcomes. Engagement metrics, like likes, shares, comments are different, however, in some cases, your campaign’s goal can be a high engagement metric. Therefore, the actions will be your engagements: the number of likes, comments, shares and pins. But most of the campaign goals are more solid: getting a purchase (sale) or getting a signup (lead). You can set up campaign goals and funnels in your metrics system so, in the end, you will have a clear idea of how your content marketing campaign performs regarding actions. The number of sign ups, purchases, and registrations are solid figures.
Is interactivity an action?
It certainly is. The more options you have for users to interact, the more popular your site will be. There are hard figures for action-measurements: signups, purchases, registrations. But some customers want to make a purchase, subscribe or register only after fiddling around your site. So what are the soft figures for actions? Frequency, scroll depths, recirculation of content and browsing around your FAQ and other static content are also actions. They show that users are very interested in your content, but they just don’t feel they can make a final action. Analysing the soft figures for action can help you to get an overall picture of how the process goes on your site and where users are bouncing off or making a hard action. Implementing events to your site will also get you more insights: when do they click certain buttons or read more sections on your site?
This week we will show you how to evaluate your content marketing performance. Please join our weekly Q&A where we answer all of your questions.
Get your customers’ approval badge and generate more leads
I share this = I approve this
If you ask a content marketer on how content marketing performance can be measured in most cases, the first thing that should come to mind would be “engagement”. Shares, likes, comments, pins, follows and other social media engagement metrics. We also do believe these metrics are significant to measure your content performance but from an outcome perspective, this is the least important concerning your business.
When users engage with content, they meant to say “we approve this content.” Approval is critical as without approval; there’s no credibility.
The engagement food chain
Some metrics can measure engagement. But which one is more important than the others? It all depends on the depth of engagement. How much the users want to approve that content, what would be the depth of their connection to that content? Hitting a like, a favourite, a pin is easy. Hitting follow or comment requires more, however. Sharing or retweeting something; however, that means that particular user is truly behind that content, and the approval rating is the highest possible. Sharing other users’ content on your channels is the best thing any brand or company can want.
Evaluating your content marketing: The big picture
We hope that we have helped to deliver the full big picture on how to evaluate content marketing performance. Engagement metrics are not enough; you also need to measure the outcomes of your content and the rate of attention generated by your content. From there, you can paint the full user journey to your content marketing and evaluate the process, gather some insights on each stage and in the end: perform better.