Content Measurement Metrics: Are You Using the Right Ones?

Are measurements of bounce rates and page views enough to help you determine the effectiveness of your marketing campaigns? Many think not. Instead, they believe that micro-analysis of each individual piece of content marketing is necessary.

Content Measurement Metrics

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Just because you’ve had X number of readers to one of your blog posts doesn’t mean it’s achieved unwavering success for your company. It requires further analysis of other aspects to see just what methods are working for your business.

How Much Time are Visitors Spending on a Page?

A great way to really assess whether content on your pages is achieving the attraction it should be is to look at the total time reading (TTR). This will show you the average amount of time that visitors have spent on this page, thus providing you with a more accurate indication of whether they are actually reading your words. For example, if someone comes to a blog post that takes ten minutes to read and the average time spent on the page is one minute, it’s obviously not engaging them as fully as it could be.

How Viral is Your Content?

Another way of measuring the success of your content is to see how much viral potential it has. Social Lift by BuzzFeed is a great way of doing this as it offers you Social View counts and Seed View counts. The number of social views you get are driven from sources outside of BuzzFeed, while the seed view is what’s come from BuzzFeed’s platform. This is great for many companies, including a Dublin SEO agency such as Ryco Marketing.

However, a more simple calculation allows you to check how viral your posts are without using a larger platform. Simply take the number of social shares a page has had, divide this by the number of views the same page has had and add one. The higher the score, the more viral your content. If you want to be even more thorough, you can then change the page views to TTR.

Using these methods along with things such as ‘scroll depth’ will allow you to get a far more in-depth analysis of what is engaging your customers. It gives you answers to what articles your readers are actually taking note of and what content isn’t working on your site.

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