The secret is out – in the world of online marketing, content is king. If done well, it will draw people to your site, keep them there and convert them into customers. If done badly, though, you’ll find it difficult to get your brand off the ground.
So how can you tell if your content is doing what you want it to do? Here are our top tips for measuring its effectiveness…
Set up goal tracking on your page
This is the most obvious way to track how effective your content is. Goal tracking allows you to see how many visitors to your page actually convert in the way you want them to. Whether you’re asking them to sign up to your newsletter, download an eBook or purchase a product, goal tracking pairs with your analytics to measure exactly how a person interacts with a piece of content in relation to how your objectives for it.
This is the most commonly used content measuring device as it allows you to see detailed information about visitors to your page. It gives you the power to tinker with your content until it is effectively converting visitors. However, it is only suitable for pages that have a specific goal in mind for the visitor. So, if your content doesn’t have a single, definable objective to it, you’ll have to find another way to measure its effectiveness.
Measure brand awareness
In a world run by social media, brand awareness has never been more important. The way people recognise, interact and hear about your company online is an incredibly influential factor when it comes to your success. This is why it’s essential that you measure your brand awareness thoroughly and effectively.
There are many different ways for you to do this, with many tools pulling data from influential sites such as Instagram, Facebook and Twitter to let you know how many people are talking about you and why. This is particularly important when it comes to content effectiveness as it can let you know whether your efforts to position your brand in a certain light are working.
Let’s say you’ve spent a lot of time publishing and sharing content talking about your company’s focus on sustainable production. In this instance, you want people to be aware of your standing as an eco-conscious brand and for this to positively influence your reputation. Measuring your brand awareness will allow you to see whether your content is having this effect, as you can track the interaction of certain words with your brand – for example, ‘sustainability’ -, how many times your content is shared and how your awareness increases over time.
If you’re looking to reach new people and establish yourself online via your content, this is one measurement tool you don’t want to neglect.
Don’t be afraid of third-party tools
For many people, the thought of adding a third-party website plugin to measure your statistics can elicit nothing more than an eye-roll. There are a lot of ineffective and downright unsafe options out there. But if you do your research and choose a reliable and reputable one, the right tool can uncover a bundle of hidden gems that other analytics software cannot.
In particular, we love tools that measure more detailed information about a visitor’s experience when on your page. Many options only let you know the bare minimum, such as which links they click on and how much time they spent on the page itself. However, plugins such as WordPress’ third party WP Scroll Depth plugin will allow you to measure ust how far down the page your visitor reads.
This is a truly innovative feature, as you can literally tell when and where your average visitor gets bored of your content and moves on. This does wonders for creating engaging and effective content, because it will show you exactly where you need to fine-tune your page to keep the visitor interested.
When it comes to third party plugins, do your research and identify the holes in your current analytics software to uncover where your content is keeping (or losing) visitors.