It amazes me how many companies put effort into producing content yet have no idea how that content contributes to their business goals.
Here are a few ideas to get you thinking about content measurement:
Page value is an underused Google Analytics metrics that gives you a good indication of how a visit to a page contributes towards the goals set up for your website.
For this to work you need at least one goal set up in Google Analytics and that goal should be given a value. Say I have a contact sales form and I set a goal up for that event with a value of £20. Any page that has been visited in the lead up to the event (contact sales form) will be attributed a value.
In short, Page Value shows you how visits to your content/pages contribute to your goals, which should reflect your business goals.
Obviously, pages with higher page value contribute more towards your goals.
Landing Page Metrics
The Landing page report in Google Analytics will show you how much traffic your content brought to the site i.e. without this page they would not have reached the site.
The landing page report will also show you revenue and all of the other ecommerce metrics, or which goals were completed by a landing page that brought the visitor to the site.
On its own, it’s not a great way of measuring content because the traffic is only useful if it converts in some way or triggers a goal but, used with other reports, it helps to give insight into the value of content.
Create a piece of content for a giveaway and submit that offer to a few competition sites and you will see great landing page metrics and traffic generated by your page but it will almost certainly be useless traffic!
If the content ranks for keywords, that can be useful but only if the keywords relate to a relevant audience. Tools like Semrush and Ahrefs are good for measuring how many keywords a page ranks for.
All too often in technical measurement, we forget that we can just ask the visitor! i.e. a please rate this article row of buttons. The buttons which could be smiley faces (happy, neutral or unhappy) can be used to fire events into Google Analytics, when clicked, measuring the readers feedback for an article over time.
How far down a page of content people scroll and what percentage are reading until the end? You can now do this really easily using the inbuilt Google Tag Manager scroll tracking event.
Sometimes the main purpose of a piece of content is to attract inbound links which benefit the domain in terms of search authority and overall organic visibility. It’s very easy to measure the number of unique domains linking to a page using Ahrefs.
So which methods should you use? All of them!
Before you create a content calendar first create a content measurement plan. If the content is not helping your business you need to stop putting energy into that activity or change at least change your content strategy.
Read a few marketing blogs and you will soon see content talked of as the holy grail of marketing…….in practice it only works for some industries and it works best where there is passion. If you run a translation company is there value in developing a blog? NO……there is little to no passion for translation; it’s merely a means to an end for companies and quite frankly they find it a pain in the ass. The last thing they want to read about in their spare time is translation.
How Page Value is calculated: https://support.google.com/analytics/answer/2695658?hl=en
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