Measuring your content analytics is a crucial part of content marketing. If you’re not measuring how your content performs then you will never know if you are generating content that your audience wants to see. This is a basic principle of content marketing and one that most brands -- and even consumers -- can understand inherently. I posted a photo on Facebook ... how many people liked it? I shared a link on Twitter, did I get any retweets?
Humans’ social nature makes checking social metrics natural, but how do you do the same for your website content? Very few platforms make checking your Web stats as easy as looking at your Facebook Insights, but in reality, there a just a few metrics that can help unlock the answer to “Is my audience into my website content?”
Average Visit Duration
This metric may be the most simple on this list, as it just boils down to how long people spent on your website. This is crucial if you’re writing marketing content, as it shows how long people stuck around to read what you wrote. If you’re looking at time on site for your blog and it’s under a minute, then you may need to adjust the content your writing.
Pages per Visit
This speaks to how well your audience responds to the topics of content that you’re writing, and what kind of job you’re doing directing people to other articles that they may like. We’ve all seen it before: When you finish one post, there’s a list of other equally interesting posts at the bottom of the page, and suddenly you’ve spent the past two hours reading on the Internet.
Are you a source of content that your audience wants to come back to again and again? Are you a source for content that they have learned to trust and expect quality from? If this is the case, then you’ll see plenty of returning visitors. We all cherish new people coming into our respective audiences, but we also want to keep our existing audience engaged with the content.
One of the best parts about using a tool such as Google Analytics to help measure Web metrics is the ability to set up custom goals. These goals are limited only by what you want to measure. Having the ability to set up a custom goal to measure traffic to a specific page, such as your blog’s main page, or to track how much time a user spends on your site allows you to have measurable goals to track around your Web content.