Marketing Analytics Q&A: Evaluating Content Marketing with Analytics

Setting up an excellent and efficient content marketing plan is a strategic decision. But how do you evaluate your content marketing plan with analytics? In our weekly Q&A session with Neil Walter, we walked through the right tools and KPI sets for evaluation. If you would like to participate in our next Q&A and ask your questions, please sign up and register here. As some of the questions contained business information, we only show the general ones here as we’re always respecting our clients’ and prospects’ privacy.

We have an eCommerce shop, what would be our most important evaluation KPI regarding content marketing?

It depends on the product(s) that you’re selling online. If a community can bring you good values to the table, then engagements and audience growth would be a good option. But in general, eCommerce is more interested in actionable metrics: traffic diverted from social networks to your shop, customer journey and behavior metrics on your site and placing product reviews as engagements by users. We firmly recommend to setup a good metrics system on your eCommerce site, Google Analytics’ Enhanced Ecommerce would be a starting point.

I have a lot of likes on my posts but very few comments and shares. How would you define the importance of difference engagement metrics and how can we improve our engagements?

An engagement is as important as much time need to be put in by the user to engage with the content. A like is easy and one click. Commenting something is another story, they need to be very interested in the content to comment on it. Sharing is like putting on a branded badge; that’s the most critical engagement. To improve the involvement of your community, you need to ask them to contribute. Placing relevant call-to-actions in your content will definitely increase the rate of contribution.

We are managing a company blog. We have excellent views, but the scroll depth is low. How can we improve and encourage users to read the whole article?

First of all, let’s be honest: most of the users don’t have time read everything through, there’s too much noise on the internet. It’s not a bad thing that users won’t read your whole article. Second, make sure you have all the necessary info placed in your leads of your articles. Also, make sure that you have placed relevant highlights of your posts, key statements in your posts so users will quickly consume the key takeaways without even reading through your whole argument behind it.

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