Digital Marketing Tips: What Metrics To Look Out For
Updated: Oct 23, 2019
For many companies, measuring success in content marketing is new territory. While advertisements and SEO measures are regularly reviewed for performance, AdWords often falls by the wayside with content marketing.
There are several reasons for this. In addition to a lack of human resources, many companies do not know how to concretely analyze and evaluate their published content.
Why successful content marketing does not work without success
Content marketing is expensive, but if done correctly, it is one of the most successful measures in online marketing. Unlike AdWords ads and social ads, which are geared to
instant traffic, content marketing serves to ensure that the users acquired through ads and ads on the website also find the content they expect. This online marketing area is therefore an important piece of the puzzle for the sustainable development of high-quality leads and ultimately of customers.
Measuring content performance is critical. It reveals whether you are on the right path with your content marketing strategy, production and marketing, and that your measures are well underway or where you should optimize.
Essentially, two key figures are crucial for measuring success in content marketing: Key figures for content marketing and ratios for conversion. The former indicates the range of the content. The latter, on the other hand, describes how successful this is from a business point of view.
Blog articles, YouTube videos, ebooks, etc. are not published for their own sake, but are generally used to achieve a specific goal. In order to be able to analyse the success, you must therefore define what the respective goals are. Otherwise, you analyse into the void.
Such content goals can be:
• Inform target group
• Provided content should be shared on social media channels by the target group
• Increase range
• To position yourself as an expert in your industry
• Keep visitors on the website for longer
• product sales
• Gain new clients
• Bind existing customers
The possible goals are manifold and depend heavily on your own business.
Content Marketing and Google Analytics - a strong team
Success measurement using a web analytics tool creates the ideal foundation for regularly reviewing your content marketing activities based on your performance.
In order to select the right tool for measuring success, you must first determine which information is relevant to you or which key figures you require. The following questions should be asked:
• How often should the performance measurement be carried out?
• How many pages do you want to analyse?
• Do you need the data in real time?
• Will the data have to be processed for others and if so in which form? (Excel, graphics, in text form etc.)
• Should it be possible that you can have the data sent to you by e-mail?
Google Analytics has the advantage that you can tailor it to your exact needs. In addition, Google provides you with additional tools (Google Tag Manager, Search Console, etc.) for more in-depth analysis (depending on the planned analysis, you need to extend the tracking). Possibilities are:
• Setup Button tracking: Investigate whether users click certain buttons
• Scroll depth: Examination of the percentage of the website users are viewing
• Video tracking: Investigate whether users look at certain videos and if so, for how long
• Engagement: Examine whether the browser tab is open in the foreground or background
• Download: Investigate whether users download certain elements (PDF, graphics, etc.)
How to use Google Analytics for performance review
Google Analytics is a powerful tool in the area of performance measurement and provides a wealth of content performance information. Below are examples of how you can leverage Google Analytics to evaluate content performance.
Content Marketing: So many users have reached your content
To evaluate your content, you need to define metrics that best meet your set goals. For the content marketing area, relevant key figures can be:
• Number of pageviews (blog article, product text, etc.) per day and total
• Average visit time
• Number of downloads (eBook, white paper, infographic, etc.)
• Percent of read / heard / viewed content
• Ratio of new and returning visitors per day and total
• Traffic source
• Number of accesses from mobile and stationary devices
After you have defined the most meaningful key figures for you, it goes to the evaluation. In what follows, I will show you how you can proceed.
The first step is to examine how many users have reached your content. Content coverage is one of the most important pieces of information in the validation of performance.
It should be noted that the range is a purely quantitative quantity. It does not say anything about the quality of the users who have reached your content and thus, whether you have reached the right target group.
However, you can use the level of pageviews to determine how you've managed to engage users (click on articles on your blog homepage, click on Tweet, Facebook Post, etc.).
Using the metrics "average visit time on page", "scroll depth" (must be set up additionally) and "bounce rate" you can understand how long the visitors were interested in your published content. A short visit time, barely scrolled content and a high bounce rate are a clear sign that the users did not find what they were looking for or expected.
In order to assess whether you have reached your target group or whether you have addressed users that you did not previously have on screen, take a closer look at them in
Google Analytics in the second step. Among other things, the metrics "gender", "age", "city" and "user type" provide further information.
While the metrics "gender" and "age" can determine the target audience per se, the metrics "country" / "region" "city" play an important role in location-based business.
Using "User Type" you can find out how you have managed to reach new users with your content and keep the interest in users you already know.
To ensure that your content is seen by your target group, it must be published or marketed on third-party websites as well. To check whether you have reached your target group
at this point, you should look in Google Analytics, from which sources the traffic comes. With this information, you can rate the recorded channels and, in the future, better control your content. You can see which channels are already working well and which ones you should work on further.
If you've focused your offer on mobile users, then it makes sense to analyse if you can reach them on mobile devices as well. The ability to analyse traffic by device to evaluate content performance and discover (unknown) optimization potential should be used in any case.
In view of the ever-increasing importance of mobile-optimized websites for both search engines and users, you should take a closer look at these numbers.
Content Conversion: That's how many leads you've reached.
Making users aware of your own content is one thing, bringing it to a follow-up action is quite another. After analysing the reach, the second step is to examine if your content is reaching the goals you've defined previously.
Here, too, you must determine the most relevant key figures for you. Here you can choose between monetary (customer acquisition, customer loyalty, sales, etc.) and non-monetary (brand, interaction with website content, etc.) oriented key figures and consider them together if necessary or separately.
For example, Google Analytics lets you explore the following metrics:
• Number of items sold
• Level of contact
• Reading other articles (eg for article series)
• Use of (call-to-action) buttons
• Number of downloads of e-books, white papers
The above selection represents only a small selection of possibilities. With Google Analytics you can determine and evaluate numerous further characteristic numbers.
Of course, which specific figures are of interest to you depends on your website and your business.