Content marketing is a key component of a successful digital strategy. After all, if you write a lot of content as part of your content strategy, but no one finds it and reads it, what’s the point of writing it to begin with?
That’s where content marketing comes in.
Content marketing is your developed plan around how you get your content in front of the right people, at the right time, for the right reasons.
★ Want to learn more about content marketing and content planning? Have a look at these post:
Your content marketing plan can happen in a lot of different places, but some main ones are:
- As part of your search engine optimization (SEO) strategy: Getting your content found in search results, at the right time, by the right people, through their search intent.
- As part of your social media strategy, Posting your content on your social media profiles, and using hashtags and other tactics to be found in social search results.
- As part of your advertising strategy: Building advertising campaigns to promote your content to help people discover you.
No matter how you get your content in front of people, the primary way you’re going to be able to measure the success of your content marketing is through your website analytics.
When you’re reviewing your analytics, there are a lot of different metrics that you can look at to see if your content marketing strategy is effective (and so you can improve it), but here are the easiest ones to review:
1. Traffic Channels
The traffic channels metric gives you an overarching view of how people initially find your content; and it’s broken down into:
- Search Engines/Organic Search: they discovered your content from an organic search in a search engine.
- Direct Traffic: they discovered your content directly by your domain and/or URL.
- Referring Sites: they discovered your content by clicking a link on another website.
- Social: they discovered your content from a social media platform.
Why is it important? This metric tells you how well your content marketing is performing at a high-level, and it helps guide where you should make large-scale adjustments. For example, if your ‘search engine’ traffic channel is low, it means that not enough people are discovering your content through SEO, so you may want to focus on improving that.
➤ In Google Analytics, you can access this metric by going to: Acquisition > All Traffic > Channels (and then adjust the date range to the period of time you want to review).
★ Want to learn more about SEO? Have a look at these posts and resources:
2. Traffic Sources
The traffic sources metric is a deeper dive into the traffic channels metric, and looks at the exact places people first discovered your content.
While in the above traffic channels metric, you can see what percentage of your traffic comes from social media, in the traffic sources/medium metric, you can see which specific social platforms the traffic actually came from; and likewise for referrals, you’ll be able to see the websites that the actual referral came from.
Why is it important? This metric will give you more specifics around how people are actually first discovering your content so you can decide what to focus on to make your content marketing strategy more efficient. For example, if you’re posting a lot on social media, and you see that you get very little source traffic from Facebook, you may want to focus on how you’re marketing your content on the platform to make it more effective (or abandon it all together).
➤ In Google Analytics, you can access this metric by going to: Acquisition > All Traffic > Source/Medium (and then adjust the date range to the period of time you want to review).
The most popular pages metric tells you what content people view the most, primarily determined by page sessions over a period of time. It allows you to get an understanding of the content you’re producing that’s the most valuable to the people that visit your website.
Why is it important? This metric gives you more specifics around where most of your website traffic goes. For example, if you know the 3 most popular pages people go to on your website, you can adjust those pages to ensure they have strong CTAs and guide the user toward an eventual path of conversion.
➤ In Google Analytics, you can access this metric by going to: Behaviour > Site Content > Landing Pages (and then adjust the date range to the period of time you want to review).
★ Want to learn more about analytics? Have a look at this post called: Getting A Basic Understanding of Your Real Estate Website’s Analytics.
Writing good, high-quality content is a lot of work, but it’s absolutely worth the time investment that it takes as long as you write content strategically. However, it’s equally important the the right people find your content at the right time, and building an effective content marketing strategy is huge part of seeing success in that.
Want to get better, more qualified leads and build your authority? Our Inbound Marketing Guide is a walkthrough of the overall philosophy of inbound marketing, why it’s effective, and how you can build it into your own real estate marketing strategy to get better marketing results.
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