Gone are the day when businesses would make decisions based on their gut feelings.
With the help of advanced analytics and increasing availability of big data, organizations have woken up to the hidden benefits of leveraging information to make mission-critical decisions.
According to a recent survey, 48% of the organizations believe information is highly valued in the decision making while 46% said they treated information as an asset.
Do you see what I see there?
Not basing their decision making on data and information is precisely why fewer companies remain at the top while others lag behind.
But What Does it Have to Do with Creating Content, You Ask?
In 2014, Content Marketing Institute found that 72% of the marketers created more content that they did the year before. With the massive success of content marketing over the past several years, it’s hardly surprising to see the growth of content creation among the B2B marketers today.
However, creating content without any strategy is unlikely to offer you the optimum ROI (Return on Investment). Not surprisingly, a B2B study found that 36% of content marketers struggle to produce the right content as they don’t get desirable results from their content marketing campaigns.
The point is, if you want to create content to boost user engagement, social shares, click-through rates and drive more sales, you should make data-driven decisions.
Recommend Reading: Why The Quality Of Your Content Is More Important Than The Quantity
Importance of Data Driven Content Creation
Measuring the performance of your content is critical to creating better content for your audience. When you let content marketing metrics guide your decisions, your content is more likely to resonate with your audience.
Content Performance metrics are essentially the most compelling proof of how well your audience interacts with your content. Therefore, you can’t afford to ignore those metrics while building your content creation strategy.
From lead quality to social media traction to engagement on your blog, there are several content marketing metrics that can guide your decisions to make your content better and deliver better results.
How to Make Better Decisions Based on Content Marketing Metrics
While you invest in a wide range of content assets, it’s vital to know how each of those assets is performing individually to optimize their performance and ROI.
Let’s take a look at how to study the data and metrics which will lead to creating better content.
Measure Your Lead Quality
Lead Quality is one of the most important key performance indicators (KPIs) of your content assets. If your content is designed to generate leads and compelling enough to attract the right kind of audience, you are likely to see one or all of the following results.
#1: Your readers can’t help but grab the lead magnet (e.g an e-book or a white paper) after reading your content. You’re right on the money.
#2: Your visitors spend time on browsing additional/related articles after reading the main article. They’re already part of your sales funnel.
#3: Your content is so good, your visitors get in touch with your sales team after reading your latest article.
These are just some of the pointers to how you can gauge the outcome of your content assets and draw inferences. Here’s a great guide that offers in-depth insights into measuring lead quality.
Analyse Landing Page Performances
Even as you publish a ton of articles on your blog, only a handful of them drive most of the traffic. Yes, the 80:20 rules apply to every sphere of marketing dynamics.
It’s important to learn from the most popular content pieces on your blog and try to replicate their success by analyzing them further.
What are the reasons some articles are getting more engagement than the others?
If you dive deeper into those articles and find the evidence, you can recreate the magic over and over.
One of the quickest (and best) ways to do this is using Google Analytics properly. Head over to Behavior » Site Content » Landing Pages to see the most popular landing pages (or popular posts) on your blog. If your analytics is connected to your Google Console, you can also track the keywords that send the most traffic to your articles.
These are just some of the metrics that can help you optimize your landing pages for better ROI.
Take Stock of Your Bounce Rate
The true success of a content piece is not measured by how many people read it. Rather, it’s measured by how many people it left “asking for more”.
Each and every new piece of content simply creates an opportunity for your blog to drive more visitors to your site. However, if it’s not able to generate interest in them to explore more content, the job is far from being over.
This is exactly why Bounce Rate is such a vital metric for content marketers. Bounce Rate indicates how many people bounce off from your site right after consuming the content on the landing page itself.
It’s important to take stock of your bounce rate periodically and factor it into your content creation strategy. You want to make sure each and every article you create is captivating enough for your first-time visitors. In fact, this is the most effective approach to reduce your bounce rate.
Recommend Reading: The 6 Most Important Marketing Metrics in 2017
Evaluate Your Social Media Engagement
Sounds a bit cliched but measuring your content marketing ROI is NOT limited to creating blog posts alone. If you’re investing a great deal of time on promoting your content across social media channels including Facebook, Twitter, Instagram and LinkedIn, it’s equally important to evaluate the social media engagement of your fans and followers on those channels.
Moreover, different types of content assets perform differently on different social media channels. A simple image with an inspiring quote might be just as effective as an elaborate guide on your blog. A short video can draw a huge crowd on Instagram than an educational video on YouTube.
The point is only when you measure metrics of all social media platforms and compared them against your text-based content assets, you will be able to draw conclusions that can help you make better decisions with your content writing strategy.
With more and more businesses joining the content marketing fray, you can stay ahead of the curve if you create content based on data and metrics rather than gut feelings.
How do you measure your content marketing performances to build your future content creation strategy?
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus.