Content marketing is growing in the digital space. Consumers are wiser, know when they’re being sold and are more likely to engage with content that feels relevant to them. So how do you prove to stakeholders that your content is working?
Earlier this year, we learned that in digital marketing, it pays to know your audience. In a world where marketers are bombarded with what seems like a million ways to measure, knowing what’s most relevant is difficult. Here’s a handy list of metrics you should heed to increase engagement with your audience:
- Unique Visitors. Usually measured by the month, this counts the number of different people who see your content. This number is more important than a simple tally of visits to your site or page because it shows that your audience is growing.
- Time on Site. You know that your site is attracting new visitors, but are they engaging with its content? Time on site tells you the average amount of time visitors stay on a page. The longer they do, the more likely they are engaging by reading an article, viewing images or an infographic, or watching a video. (Check out our post about how to increase sales with video. The number of visitors doesn’t matter if you’re not creating content that grabs their attention and keeps them coming back.
- Conversion Rate. Before creating and publishing a piece of content, establish a goal. What do you want the user to do? Sign up for something? Subscribe to your newsletter? Watch a video? Make a donation? When a visitor takes action that achieves your goal for the content, it’s a conversion! Your content should always push visitors closer to your overall goal, maintaining their engagement with your organization.
You should track several other metrics. When you know your overall goal, you can better determine which are best for you. The three analytics above will help to target your reach and avoid aimlessly posting content. Be sure to subscribe to Twice Tips. Next week, we’ll discuss the best analytics tools to help you measure your return on investment.