The A-Z of content marketing analytics
The content marketing world is full of jargon and confusing acronyms. When you chuck analytics in there, it only gets more perplexing. That’s why we’ve created the A-Z* of content marketing analytics: to help you crack the code and get your content back on top!
(*OK, technically a B-U but that’s less catchy!)
Here’s our quick round-up of the most popular content marketing analytics phrases and their definitions:
Benchmark: This measurement indicates a specific performance metric, and allows direct comparisons of that metric. E.g. the time users spent reading two blog articles.
Bounce rate: The percentage of visitors to a website who navigate away after viewing just one page. If you have a high bounce rate, your content is not grabbing your audience’s attention and giving them what they want.
Click-through: A decision made by a user to click on a link within your ad or site content.
Conversion: This is when a user does what you want them to do, such as sign up to a newsletter, or purchase a product. If a visitor converts, it suggests that your content is successful and engaging.
Data: Facts and statistics about your content that are collected for reference and analysis.
Engagement rate: A high engagement rate is the goal for any content marketer. It’s calculated by assessing how long a visitor is on your website, the time on each page, and the number of pages viewed.
Hit: A page hit occurs when any item (image, page etc.) is retrieved by a visitor from a web server. A high hit rate suggests lots of people coming to your site.
Tip: your hit rate can be deceptive: you need to compare it with your bounce rate to judge whether visitors are really interested in your content
Impression: The number of times a piece of content – usually a pay-per-click ad – is seen. This is a very important metric for content marketers as you can see how many people viewed your content, versus how many clicked-through. If these stats don’t match up, there could be something wrong with your headline or ad copy.
Keyword: The word or phrase that describes the main theme of the piece. These can make or break your content. A piece lacking in effective keywords will not be found by organic searches.
KPI: Key performance indicator – the metrics you choose that enable you to measure your success with the analytics that matter most to you.
New visitor: Someone who has not visited your site before. If you can track how they got there (search, ad, social media) and what they do when they arrive, you can identify which sources are generating the best quality traffic.
Number of pages visited per session: As it sounds – the number of pages each unique user looked at during their session on your website. If this number is high, it probably means they’re enjoying reading through several of your blog articles or product pages!
Organic search: A search where the user clicks through on a natural (i.e. unpaid) listing. If you have a high rate of organic traffic, your SEO and written content is successful and effective.
Pageviews: The number of times a specific page on a site has been viewed.
Returning visitor: Identified by cookies or authentication methods. If a visitor returns to your site, this suggests they responded well to your content.
Social referrals: If lots of people get to your site through social referrals, you know that your social media content is effective.
Time on page: Pretty self-explanatory – in general, the longer someone stays on the page, the more engaged they are with its content.
Top viewed pages: These are your most popular pages. Figure out what they have in common (Tone? Format? Style?) and replicate these features next time you write an article. This is the best way to become a thought leader in your industry.
Unique visitor: Individual visitors to your site. This figure is usually lower than hits and pageviews, as one visitor will often clock up several hits in one session.
Why do content marketing analytics matter?
Content marketing analytics is how you measure the success of your content, according to whatever success means to you. For some brands, exposure is everything and the most successful content is that which drives lots of traffic. For other brands, engagement is far more important than the volume of readers. Engagement metrics indicate if users are moving down the sales funnel.
So, whether you want to find out how popular your blog post was, how successful an ad was, or how many visitors come to your site, understanding your content marketing analytics is the best way to work out if your copy is any good.
Finding the content marketing sweet spot
By combining your web analytics and your content marketing analytics, you’ll be able to hit that ‘sweet spot’ and know exactly where to invest the most time, money and effort.
Courtesy of Moz
Another benefit of using content marketing analytics is that it provides cold hard data that can be used to boost your budget pitch, and prove to the higher-ups that your content marketing efforts are worthwhile.
So there you have it: A quick guide to the jargon that is content marketing analytics. Use Google Analytics, Facebook, Hootsuite or other online tools to take a look at your website today and find areas for improvement.