How to Measure Content Performance

How to Measure Content Performance

Anna Herman

Is your content working for you? For those who have no idea, you’re not alone. It’s a sad truth but few webmasters take the time or effort to assess their content marketing strategies. Often the focus is placed on optimisation and keywords, but why not determine which of your content efforts are reaping the best rewards? Now you can replicate these top performers and allocate more resources to this form of content generation.

For many, the confusion of content performance starts with the variety of mediums. How can you compare performance between two entirely different content channels? YouTube is based on subscriptions, Twitter uses retweets and Facebook goes on likes – they’re all different!

It may seem too complex, but comparing different channels is easy with the use of normalised KPI’s. Start by choosing several commonalities from your web analytics data. As an example, one of your performance metrics for a Youtube Video may be ‘views’, the commonality for content on your website would be ‘visits’. Another metric could be ‘average view duration’ on Youtube, which would be ‘average time on page’ for web content. Once you’ve created these normalised KPI’s, it’s now possible to see which content is creating the most engagement.

To help you further, here’s 5 quick and easy tips to measure content performance effectively.

Tag content

This couldn’t be more simple, but its effectiveness shouldn’t be overlooked. By tagging everything – all forms of content – you’ll have more information for those KPI’s. Take the description of a YouTube video which will include an outgoing link, or any outgoing links found on your website via images, buttons or embedded in the content. By tagging these, you can see how many users are engaged by the content enough to follow your link.

Collect data

Get in the habit of collecting all of your data. Nearly all platforms now provide the option to export your data which may include social shares, likes for pages or videos and so on. This can provide a detailed timeline showing which days or hours were most successful. You can now build a strategy based on those historically ‘great’ pieces of content.

Compare scenarios

Looking at data from one day won’t provide reliable insights. There may have been anomalies on this day which caused a surge or lack of engagement. With that said, it’s important to consider similar data across a variety of days and times. You can now dismiss or continue with a strategy and be assured that you’re making the right choice.

Utilise everything

Using a variety of performance metrics is another way to increase validity of results. Don’t limit yourself to the basic on-page analytics. Instead, take a holistic approach making use of page-level performance with social results and other external factors. This can provide more powerful insights than using one metric alone.

Measure change

As you tweak and change content based on the newly realised performance, it’s essential to keep measuring. Many stop at this point feeling they have done enough to ensure success. Don’t make this mistake. Web content must always be evolving which requires constant assessment, even if you think you’ve found a winning formula.

Anna Herman

Author Anna Herman

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