When it comes to measuring the success of your content, there are many different metrics you can track. But no matter how well your site is ranking, if nobody is reading your content, it isn’t going to do you any good. Measuring your content engagement could be the key to your success.
Engagement metrics are important to track because they show you how well your content is aligned with the needs and interests of your audience. Users who are more engaged are more likely to share your content, buy your products and services, and be loyal to your brand. Seventy-nine percent of B2C marketers use engagement metrics to measure the performance of their content.
There are hundreds of potential content engagement metrics you could track, but it’s best to focus on a few that provide you with the most valuable information to improve your content strategy. Here are some of the most common for you to consider.
Pageviews (traffic volume of a specific page) is a metric that pretty much everyone tracks. It’s very easy to measure and a more general metric than many others, but don’t make the mistake of thinking that it’s the most important metric to measure.
If your online campaigns are driving a lot of people to your site, your pageviews and traffic will increase, but this doesn’t necessarily tell you anything about how engaging your content is.
You must use this information in combination with other, more specific metrics to get valuable insight into how your content is performing. For example, if your pageviews are up but other engagement metrics are down, this is a huge red flag that you need to make some changes.
2. Time Spent on Page
Time spent on page shows you how much time users spent looking at a particular piece of content on your site.
This time will be related to the length of your content – obviously, longer articles take longer to read than shorter ones. But if your time spent on page is very short, this indicates that users are clicking through to your content (maybe attracted by a good headline) and then abandoning it because they’re not engaged. This is a bad sign.
In Google Analytics, you can sort the pages on your site by time spent on page. This will show you which pieces of content people are engaging with the most and the least. From this, you should be able to figure out how to create more engaging content in the future.
3. Session Duration and Pages Per Session
These two metrics give you information about how engaged users are with your content when they land on your site.
A long session duration is usually an indication of an engaged user. However, you need to look at it in combination with pages per session and time spent on page.
A high number of pages per session means that users are exploring your site. However, if they’re only spending a few seconds on each page and then clicking onto the next, it means they’re not finding the information they’re looking for or your content isn’t engaging enough.
If your average number of pages per session is high but session duration is low, this might be an indication that you need to improve the navigation and user experience of your site.
4. Bounce Rate
Bounce rate is a metric that’s related to time spent on page. Your bounce rate basically tells you how many people click through to your site and then leave after only viewing one page.
A high bounce rate is not necessarily a bad sign as it may mean that users are finding exactly what they need quickly.
However, it’s worth keeping an eye on your bounce rate both as an average across your site and on a per-page basis. If your aim is to keep users on your site and reading more of your content, you should aim for a low bounce rate.
You can often improve your bounce rate by improving your content, user experience, and internal linking.
Content that’s designed to convert may have a higher bounce rate, but this is OK as long as the users are taking action rather than simply clicking the back button and leaving.
5. Conversion Rate
For most businesses, this is one of the most important metrics to track. Not all content has a clear conversion goal, but if you’re hoping people will sign up to your mailing list or buy your products after reading your content, conversion rate is directly linked to your marketing goals.
A high conversion rate is always a great sign that your content is engaging and your marketing strategy is effective. But it’s important to set appropriate conversion goals. For example, if your conversion rate of website visitors to newsletter signups is high, great! But if you don’t actually have a plan for how to market to your list, you’re not taking advantage of this resource.
6. Social Engagement
Don’t forget to track the performance of content on your social media channels. Social networks can drive a significant amount of traffic to your site and can also be an effective way to build brand awareness and trust.
While it’s nice to have a high follower count on social media, this metric usually isn’t the most important one to track. Instead, pay attention to how many people are commenting on your posts and sharing your content with their own audiences.
Are You Making the Most of Your Content Analytics?
Tracking your content analytics is an important part of measuring success and improving your content strategy. But, it can be confusing, especially when you’re using the built-in analytics from several platforms.
DivvyHQ integrates with content analytics sources from all major digital marketing platforms and presents them in one place in a way that’s clear and easy to understand.
To find out more, get in touch with us today to schedule a demo.