Content engagement can be difficult to quantify. But high content engagement can point to an increase in leads and conversions.
Determining which metrics to use to track content engagement can provide a clear picture of the role content plays in a user’s journey through the sales funnel. Even more, tracking and measuring engagement can help you improve your content marketing strategy and achieve a positive ROI.
The role of content in your Internet marketing strategy is more important than ever – and the below information will help you track and measure the success of your content.
Time on page
Tracking average time on page will provide insight into how long a user engaged with your content. If users did not find your content engaging or helpful, you would see a high bounce rate and a low average time on page. Additionally, tracking average pages per visit will provide insight into the actions a user takes after engaging with your content – potentially leading to a conversion.
Conversions
You may get a significant amount of pageviews on a single piece of content – but this doesn’t necessarily mean users are going to convert. Tracking users who engage with your content and then go on to convert will illustrate the true value of content engagement. A conversion could be the user signing up for a newsletter, downloading a file or making a purchase. You can A/B the copy on your website, blog or landing pages to see which effectively drives the user toward a conversion.
Social engagement and comments
Tracking shares can help you to gauge your audience and provide insights into the reach of a single piece of content. Social engagement can come in the form of “Likes,” shares, comments, “Retweets” and so on. This will provide insight into which articles were the most engaging, and which social platforms to focus your efforts. However, it’s important to not focus on vanity metrics like these alone and instead focus on deeper metrics like those mentioned above.
Before tracking and measuring content engagement, it’s important to have a clear understanding of your content marketing goals – and the overall goals of your digital marketing strategy. Are you looking to improve brand awareness, drive sales or generate leads? Pinning down these goals will help you to better understand how to track and measure the success of your campaign.
Tracking and measuring content engagement, as well as all of our digital marketing efforts, will help you to consistently improve results and increase revenue.
