As an entrepreneur or even a business owner, you need to know and understand that while developed strategies for content marketing, the strategies created are equivalent to the results obtained. You can develop attractive infographichs, keep publishing blog after blog, if the designed content strategy does not attain the set goals, your content is worthless.
For any kind of marketing strategy, measuring it and tracking it is utterly essential to estimate the ROI and same concept applies for content marketing. There are several tools available that capture datum for content marketing and supervising metrics but the commonest and the most effective tool is Google Analytics. On this tool, massive data is available however, only specific portions of data are only valuable in order to assess content marketing success rate. Here are few ways to scale content marketing with the usage of Google Analytics:
1. Measure traffic and average time on your webpage:
If your page is receiving heavy traffic, you might assume that online users are actually finding the content fascinating. But there are other factors also that are associated with page traffic. The SEO strategies that you use also have a role to play and not just the content. If you take this aspect into consideration, huge traffic does not always imply that the content is quite rich. Thus, to get a clear picture of the traffic, you can compare the traffic on several pages with similar content. It is quite true that the content page with maximum number of views is performing good as these pages tend to capture attention. Another aspect to look at is the average time spent by users on a specific page. If users are spending more time on a particular page than yours, the content is definitely rich which is holding them for more time.
It is considered to be a completed transaction if there is conversion in online marketing. The conversion rate can be defined as the ratio of users who accessed the page to the number of users who completed the transaction. However, the definition of “transaction” varies. In content marketing, signing up, downloading content and other such actions are considered to be transactions. To track conversions appropriately, you need to set a “goal” in Google Analytics. While doing so, you will come across various types of goals such as duration, destination, pages per visit, and events.
3. Measure downloads:
Some downloads are available only if users complete a small form. In case, if the downloads are free, you need to set “event tracking” in the Google Analytics in order to obtain the information of someone downloading the content you provide.
4. Measure referral Traffic:
To measure the success of your strategies of content marketing, you can even measure referral traffic. Referral traffic report in Google Analytics presents visits paid on your site that came from an external source. In Google Analytics, you can measure referral traffic through “referral traffic report”, “referral path”, and/or “full referrer”.
Effective scaling of your strategies designed for content marketing is extremely important in order to get an estimate of success rate of your campaigns.