After setting goals for your analytics, you choose the key metrics and start measuring your content. Naturally, you want to measure as much as possible, to know how to make your content more efficient. You have more and more data every month and your excel file becomes more and more scary.
To avoid this unpleasant scenario, you have to measure smartly - choose only the basic metrics that are directly connected with your content goals. Here are the metrics that are frequently used by marketers from different businesses and you'll surely find the ones that suit your goals.
- Comments can be a tricky thing if you think about all that spam. But moderation can deal with that. What is important here is that if your readers read your blog posts and also want to discuss them afterwards (no matter if they agree or disagree), it means that your writing is compelling. So, hurrah to comments! Obviously, you can track the number of readers' comments for each post. Don't forget to exclude authors' answers to gather analytics that are true to life. You can use a commenting system from Disqus or a Facebook plugin.
- Votes are becoming more and more popular if you're posting content on your website or blog regularly. If your readers like or dislike your post but don't want to write comments, they can still express their opinion by upvoting or downvoting your content. Upvotes and downvotes can tell you what type of content is more popular and what raises questions or puzzlements.
- Link tracking can help you understand how your SEO is doing. You can see what pages are linking to your website or blog. Or, if you make marketing ebooks and include links, you can track their click rate. A free tool from Moz can help you with that.
- Traffic source is also a good way to know where your readers come from and how your SEO and ads are working. Knowing this can help you to optimize your ads campaigns and analyze your target audience.
- Unique pageviews tracking helps you to analyze which pages are most interesting for your readers and to know what your audience looks for - maybe it's statistics, infographics, or simple and clear texts.
- Time on page comes handy after the pageviews. You can track not only what pages are the most engaging but also how much time your readers spend on each of them. It helps to optimize content and make it more target-oriented.
Social media are everywhere and, of course, you want to track the performance of your content there too. Buzzsumo
is a convenient tool for this task. You can divide your metrics in two sections:
- Tracking all the activities of your brand in social media - how many likes, shares, and comments your posts get.
- Tracking how your pages and blog posts are shared - many businesses include social media plugins to their websites and blogs so that their clients can share what they find interesting right away.
By the way, if you create ebooks as a part of your marketing campaign, you can try FlippingBook Online.
It allows you to add a convenient lead capture form
to collect quality leads and analyze how your readers use your documents. You can see the total number of views that your document gets, and the individual number of views by each person who's left an email address.