In most cases, engagement is the primary objective of content. You want your target audience to consume it, absorb it, and connect with it. But how do you know if it’s really effective? To understand this, it’s all about the metrics, so let’s take a journey and explore the engagement metrics you should be measuring to understand your content’s impact.
Content drives your business. Its job is to attract buyers to your brand and the solution you offer that will help them meet their challenges. And while many may argue that content is subjective, the reality is that it’s very possible to measure the impact of your content.
Content Metrics Can Be Cumbersome
It’s not easy to do—especially not manually. Maybe this is where you are now—in spreadsheet purgatory. Filling in numbers from numerous sources, trying to paint a broader picture.
Well, I’m sure you have better things to do, so you might seriously want to consider an investing in some sort of analytics monitoring platform. You’ll need a strong engine that supports content analytics as your foundation, but first, you need to determine what to measure and why.
There are many different content marketing metrics you should be tracking. They can tell you all different kinds of things about your content’s performance, but it’s vital to understand which ones actually inform you about engagement.
Improving Content Engagement Improves Its Performance
You know that you need your audience to be engaged. It’s a top priority of marketers, as 73% of B2B businesses stated it was their top priority in a recent Hubspot survey. In general terms, the more engaging your content is, the more effective your content strategy.
So, what do you need to measure to determine if it’s engaging? Let’s dive into the five engagement metrics that matter.
1.Time Spent on Page
Time spent on the actual page is critical to engagement. The longer they linger, the more they read or watch. However, this isn’t the same as session duration, which you find in Google Analytics. Google measures the total time spent by a user on your website and then counts all the pages they see.
The average time spent on page relates to each page specifically. You’ll know by looking at this metric whether they thought the content was worth their time. If the time is short, then you can say that your headline must have been a good hook but what came after fell a little flat.
You also have to add context to the information. It takes much longer to read a 2,000-word post than to scan an infographic. What you need to do is determine the amount of time on each page and determine which ones had the longest engagement. Then see what those pages have in common and if you can replicate that on other pages or future content.
2.Internal Traffic and Exit Rate
Another indicator that people like your content is if they stay on your website. They keep clicking through to other pages and consuming more content. But if your content isn’t hitting the mark, they’ll leave.
You can see this with the exit rate metric. This metric is defined as the percentage of visitors that leave your website after a certain page. You’ll be able to locate this in Google Analytics, and every page has its own exit rate.
Now, leaving your site early isn’t always a negative. People get distracted! It’s just part of the modern world. However, some of your pages will have higher exit rates than others. Look into those and try to determine why the content doesn’t keep them around longer.
You want your content to convert visitors to leads to customers. If your content makes them think about their problems in a new way and provides insights, then they’ll want to know when you publish something new.
That’s why having email signups is essential to your content. It’s another critical KPI for your content marketing program. The best way to execute this is to embed an email signup directly into your posts—one that’s simple and only asks for an email address.
Then you have a way to communicate and nurture your lead, and it’s still the preferred method of contact for consumers, with 61% preferring it over other communications.
4.Social Media Shares
A share on social media is like a personal endorsement of your content, so it’s a strong gauge of engagement. Social media engagement is typically measured as the combination of likes, comments, and shares divided by the number of impressions of the post.
However, keep in mind that this engagement on the platform doesn’t mean they actually clicked to your content and read it. So, while the share is critical in disseminating your content to new eyes, it’s also critical to look at the referral of traffic from social media to the page to understand if your social media followers engaged with the content.
5.Organic Search Traffic
Not only do you need to engage your real audience with your content, but you also need to engage search engines. This aligns with your SEO strategy and how you can leverage the search terms that your audience is most interested in to improve your content marketing.
Search engines want to connect searchers with the most relevant content. The more relevant your content is to that query, the more likely you’ll have better organic search traffic.
If your content is not indexed properly by Google, then you’ll hit a snag. So, this is a metric you need to keep an eye on. If you see an increase month over month then you are heading in the right direction.
The engagement metrics you should be measuring to understand your content’s impact are a critical part of your business’s ability to leverage content to attract and retain customers. When it comes to measurement, it’s a good idea to be able to easily access analytics in a central dashboard, saving you time and allowing you to turn data into insights and actions.
DivvyHQ allows you to do this with ease. Centralize your content marketing analytics on the platform so you can measure better and more effectively. Try it out today with a free trial.