As we continue this important series about content marketing metrics, we look at user behavior.
User behavior includes how users consume the content you are producing and publishing. Trackable data can include pageviews, number of users, whether users are new and/or returning, how long users spend on each page, whether users only visited one page or multiple, as well as where the users found your content.
Pageviews
Knowing which pages are highly trafficked versus pages rarely visited can uncover several realities: which pages are popular or which pages need more promotion to gain traction. Likewise, low page views can point toward a topic that isn’t resonating with customers. Low performing pages may need a closer look for better ways to convey the messaging.
Users
A tally of the total number of people who have visited your website within a specific time range can be helpful, especially when evaluating the impact of a specific campaign. This helps you understand the size of the audience that generally looks at your website.
New and Returning Users
Knowing which type of reader you are attracting toy our website can help you understand if you are attracting new customers or repeat customers. As you know, it is much less expensive to convert an existing customer than to win over a new one.
Time on Page
Understanding how long people spend reading or viewing your content will help you understand how far into the content they are willing to go before leaving the page.
Bounce Rate
The more engagement you get from website visitors, the better the outcome will likely be. This is because they are actively consuming quite a bit of content rather than just coming to one page or downloading only one document. More engagement results in a better educated customer which results in greater odds your sales team will have a chance to convert the opportunity.
Pages per Session
With a high pages per session result, you can be assured that your prospects are going from page to page, learning more about your product or solution. A low result means there could be a content relevancy issue or even bad links between pages. Both noteworthy results for your marketing team to understand clearly.
Traffic Sources
Knowing where your visitors come from is important for budgeting and cross promotional efforts. This knowledge allows you to amp up efforts where things are going well and re-evaluate referral sources with low metrics.
Metrics for Measurable Success
Understanding the metrics above enables your team to improve current efforts and explore new options for promoting your campaigns.
Our team is here to support your sales efforts and marketing programs by helping measure the success of content marketing campaigns your team is undertaking.
Contact Vector Firm today to discuss your sales initiatives and content marketing needs.
