Critical Metrics You Have Been Ignoring
Part of everyone’s marketing strategy should be evaluating the success of their content to better understand what works and what doesn’t. Though everyone likes to think that they are the next digital marketing guru, every piece of content you create won’t necessarily hit a home run. Even the best of the best Internet marketing professionals have met their fair share of content flops, but they do something that most other online marketing professionals ignore. They watch key critical metrics to evaluate why their content is performing as good or bad as it does. The following are some key metrics that you need to pay attention to when trying to understand what you audience likes and dislikes about your content.
The Lifespan of Your Content
Anyone who has read the 4 Hour Workweek thinks that websites are a great way to generate purely passive income streams. Once you create your digital money machine, you can sit back, relax, and reap the rewards. After all, once you post something online it’s almost immortal, right? Wrong!
Your content has a definitive lifespan and doesn’t create unlimited value for your site. For example, blog posts can get buried under fresher posts, and users may have a hard time accessing your content – especially if it doesn’t rank number one in the SERPs. To bring your content back to life, refresh it and distribute it again in a new form.
Some Internet marketing novices are only concerned about building the number of unique visitors they get each day. However, the more mature digital marketing professionals who have a strong marketing strategy understand that you also need to be concerned with return traffic as well. You absolutely need a strong core of users who frequently visit your site. Unique visitors are great, but you should also go after return traffic.
Time Spent Per Piece of Content
This metric can give your marketing strategy a punch in the gut and a kick in the behind, but too many people ignore this metric. Instead, an Internet marketing agency with a weak marketing strategy will only look at page visits. But guess what? Some percentage of the page visit metric is made up of users that took one look at your content and ran away. Understanding the amount of time users spend per page will help you identify popular pieces of content, poorly performing pages, and ways to improve your website.
The Number of Leads You Get for Each Keyword
Organic traffic is the lifeblood of any successful website. By enhancing your marketing strategy with SEO, you can get tons of free market exposure and leads for no cost. This is a huge benefit because inbound marketing leads have a much higher close rate than outbound marketing efforts. By using content marketing techniques combined with an SEO marketing strategy, you can increase the effectiveness of your content while simultaneously engaging members of your target audience.