If you participate SaaS content marketing, Indicators are critical to your strategy. You need to be able to quantify your behavior to track its impact and have a clear understanding of what success looks like.
However, it’s like watching Key Performance Indicators of Call Centers throws unexpected indicators, Content marketing Ignore my own indicators. Use these new performance tracking methods to drive your content marketing.
1. Qualified Visitors
This refers to how many users are likely to buy products from you. It usually includes users from the country you delivered to. If geographic location is not an issue, it may be users who visit important product or service pages.
If the number of these qualified visitors is high (but not matching sales), the content you provide may not appeal to them. Consider what you can do to change this situation—for example, try to highlight delivery options, or modify the product page to include more information.This can constitute a Customer cultivation activities Aiming at common pain points of customers.
2. Repeat customers
See how many website visitors have visited before. The high number of returning visitors is a good sign-you want people to visit regularly. This shows that they value what you offer and are willing to accept your products or services.
However, if the site’s bounce rate is also high, it means that your Content arrangement Need to be modified. Make sure you have a stable content stream to justify repeated visits, otherwise your visitor numbers may start to decline.A kind Stand daily Can generate new content ideas or solve existing problems.
3. Every page visited
As part of you Content strategy, You want to keep people on site for as long as possible. The longer people stay on your website, the more they know about your business, and the more likely you are to make a sale. A low number of pages per visit metric means that customers don’t know your strengths.
Help people understand your business Internal link To other related content. This is a great way to keep users on your website, and more importantly, provide them with some useful rewards.
4. Content syndication effectiveness
As the name suggests, this refers to syndicated content and Guest post On your users.These types of content are to enhance your Brand awareness And expand your audience by tapping the readers of publications where your content is placed or combined. However, like anything else, we need to carefully check their validity.
To track the impact of syndicated content, you need to add UTM tags to your content (tracking the source and medium of the activity). In turn, this will tell you where the searcher came from and what attracted them in the first place.
To convert this effectiveness into a metric, divide the total number of visits to your website by the number of leads delivered in a given time period, and then multiply by 100. The income percentage can help you compare the impact of different partners on your business.
5. Content Participation
The time spent on broader content is also instructive. See if there is a mismatch between the average time spent on your content and the time spent on the page.If so, this can give you insight into The quality of your content.
By checking the word count of the article, you can get a good idea of ​​how long it takes to read an article. The average reading speed of an adult is 275 words per minute. Increase the total number of each picture included in the article by 12 seconds.
In order to get your Content participation The indicator, divide the average time spent on the page by the average consumption time of the content, and then multiply by 100. A low percentage indicates that your content is unattractive. A high percentage indicates that your content is difficult to consume.
If you find that the acceptance of written and video content is different, Collaboration software You can bring your team together. Sharing your methods—and the lessons learned—may help determine ways to improve content.
6. Attribution
Today’s businesses have Many marketing channels – Social media, email campaigns, paid search, etc. But are all of these useful for your business? You need to be able to attribute sales to specific marketing activities to make them valuable.
Although this is a complex field, it is best to use Multi-touch attribution model Track this metric. These review all the steps the user took before buying from you. The correct attribution model depends on your specific business.
7. Open click to compare
Do you provide multiple content types (Different parts of the sales funnel) In the email? This metric allows you to understand whether people are interested in the products you sell, and how you sell them. You can send different e-books to customers in different parts of the sales channel, emphasizing savings or product features as needed.
This metric is calculated by dividing the number of clicks by the number of opens and multiplying the resulting number by 100. By calculating this metric for each content type and message, you can clearly understand the audience’s acceptance.It can also help you to better measure Customer lifetime value, That is, the value that each customer actually brings to you.
Since users will not know the value of most content before viewing it, the problem may lie in the sales information. If this metric is unusually low, consider rephrasing your email message to better serve your customers.A kind Virtual whiteboard It is a great way to collaborate on effective messaging.
8. Mobile entrance
Mobile browsing is very popular among Internet users today. Are you tracking how many people visit content pages via mobile devices? If this number is high, check the mobile optimization of your website.
This is important for content marketing and general website ranking.Google prioritizes Mobile page loading speed This is a key consideration for mobile users when evaluating your website.
The page also needs to display well on mobile devices, which should be the case if you have a responsive website.
9. SERP ranking
This is not an indicator that you can calculate in the traditional sense. However, your position on the search engine results page is a good barometer of the value of your content, and therefore the visibility of your website. After all, if users cannot find you, they cannot do business with you!
A good SERP ranking can help Enhancing awareness of start-ups. A powerful website, Active social media presence, And professional logos are essential. But ranking high in the SERP also helps to increase your authority and expertise.
By tracking the movement of content in the SERP, you can more clearly understand whether the content is valuable (or deemed valuable by Google).Featured snippets contain content of extraordinary value that can help you Usurp clicks from top-ranked content.
Therefore, the content created is Featured snippet friendly It is a great way to support your content marketing strategy.
in conclusion
An effective content marketing strategy will take a comprehensive look at the content being produced. You can’t just look at the quality of the content itself; you need to understand the specific details of how (and where) users use it.
Good companies will also appreciate their content creators—— Virtual celebration ideas Can help keep the team motivated.
By taking such a broad perspective, you will be able to create content that truly meets the needs of many customers.
About the Author
Jenna Bunnell is a senior manager of content marketing Dialpad, A cloud-hosted unified communications system that includes artificial intelligence, can provide business owners and sales representatives with valuable call details. She is passionate about conveying the design sensitivity of the brand and imagines how to present content in a creative and comprehensive way.This is her LinkedIn.
