Last week, I wrote about the importance of written content in 2023. (Hint: Yes, it's still relevant.) But how do you know if your written content is working, or if you need to refresh your written content strategy? Here are some metrics that you can track to determine the effectiveness of your written content. Let's go!
Website Traffic
Want to know if your written content is a hit? Keep tabs on your website visitors! Google Analytics and Semrush are great sidekicks in keeping track of how many people are coming to your blog or site, or chances are that your website host or platform can help you track, too. With these tools, you can determine which posts are the most popular, where your visitors are coming from, how long they're sticking around, and what they're clicking on. It's like having your own personal paparazzi but without the pesky tabloid rumors.
Lead Generation
Are your emails being sent to an empty room? Is your content falling flat like a deflated balloon? Fear not, my friend! By tracking your lead generation metrics, you can identify which pieces of content are getting the most love from your audience. Tools like Mailchimp can help you keep your finger on the pulse of your subscribers and ensure your sales funnel stays full and flowing. No more lonely emails, no more deflated content - just leads, leads, leads!
Engagement
If you want to know whether your written content is getting the party started, then look at the interactions it's receiving. Likes, comments, shares, and link clicks are all indicators of how much people are jiving with what you've got to say. Tools like Publer and Meta Business Suite can help you get the lowdown on which content is the life and soul of your party, where the interaction is happening, and who your key demographic is.
Retention
Are you curious how many of your visitors are head-over-heels in love with your content? Keep a close eye on your website or blog traffic using tools like Google Analytics. It'll reveal which content is a hit with your audience and which needs a little love. Plus, you'll be able to see how frequently your fans return for more and what they're doing on your site. It's like having a secret admirer but with data!
Sales
You know what they say, "Numbers don't lie" (and I love me some numbers). That's why tracking the number of customers who are making purchases as a result of your written content is like having your own personal lie detector test. Use tools like Shopify to uncover which of your content is the real MVP, and calculate the ROI of your content marketing.
These are some of the most popular metrics to measure the success of your written content. However, you shouldn't limit yourself. Also consider other factors that might affect your content’s performance, such as:
Your Audience
Don't just write for the sake of writing. Consider your audience's needs and expectations, and deliver content that provides value. And don't forget to gather feedback along the way! It's like having your own personal focus group, minus the awkward snacks and uncomfortable chairs.
Google's Quality Standards
Pay attention to how Google evaluates and ranks your written content on its search engine. Google has a set of quality guidelines that you should follow to ensure that your content is relevant, useful, original, authoritative, and trustworthy. You should also keep up with Google’s algorithm updates and changes that might affect your content’s visibility and ranking. I'll write more about SEO in upcoming posts, so stay tuned!
Your Business Goals
Oh yeah! Have a clear idea of what you want to achieve with your content marketing strategy, such as increasing brand awareness, generating leads, boosting sales, or building loyalty. And knowing which metrics you're going to track and setting goals for them ahead of time will go a long way in focusing your content strategy -- manage that overwhelm!
Now that you have a ton of tools to help you in your content journey, reach out to me! Let's strategize and come up with a content plan that works for you, works for your business, and drives results!
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