How To Gauge Content Marketing Effectiveness With Article Analytics
Content marketing has the potential to increase brand awareness, build credibility, and increase sales. However, you must know what readers are looking for in order to target their needs and highlight relevant eLearning products or services, such as unique features that allow them to overcome common challenges. The key is using Big Data to your advantage. Here are 9 content marketing metrics to consider.
1. Conversions
This is one of the most important content marketing metrics. It indicates how many people read the eLearning article, clicked through to your sales page, and purchased the eLearning product or service. Specifically, the item you are promoting in the eLearning article. For example, a new software platform that provides the training benefits you outlined in the content. Conversions are usually calculated as percentages, such as 25% of your article views resulted in direct sales.
2. Shared Content
How often are people sharing your content with their social media network and blog subscribers? The ultimate goal is to publish an eLearning article that is worthy of viral-status. Meaning that people find so much value in your content that they want to share it with their peers. This results in greater brand awareness and online sales. It also has the potential to enhance your image and build credibility, since readers are recommending it to others who trust their opinion.
3. Active Viewing Time
How long are readers viewing your content and interacting with the page or embedded elements? For example, clicking on hyperlinks or scrolling down the page to read more. Viewing time stats may be skewed, as readers may become distracted after clicking on your eLearning article, but combining them with engagement metrics and shares can provide better clarity and actionable insights.
4. Subscription Count
Short of purchasing your eLearning product or service, the goal is to get readers to subscribe to your mailing list. That way you can build an impressive database of hot prospects who may be interested in your upcoming promotions. Subscriber counts also indicate which topics appeal to your target audience. For example, your latest piece about improving ROI with rapid eLearning authoring tools saw a surge in signups. Thus, you may want to focus on related concepts in future eLearning articles to expand your list.
5. User Demographics
Demographics cover a broad range of user info, from their physical location and age range to the device they use to access your eLearning article. This provides you with a comprehensive overview of who is reading your article and how you can personalize your content to better suit their needs. For example, you might consider offering translated versions of the eLearning article based on their location to avoid Google Translate errors, or readjust the layout and graphic elements to accommodate mobile users.
6. Repeat Readers
Repeat readers are the loyal visitors who keep coming back for more of your content. They are already familiar with your brand and rely on your eLearning expertise. In most cases, it takes time to establish trust with your readership. As such, people who are continually exposed to your content and return to your site/blog are more likely to purchase even if it doesn’t happen right away. Most analytics tools feature a returning visitor metric that allows you to differentiate between new and repeat visitors.
7. Link Traffic
How do readers find your eLearning article? Is there a well-known eLearning blog featuring your content on their main page? Did they learn about it through a social media post? It’s also important to pay attention to the links they are clicking on the content itself, such as the embedded hyperlinks that lead to specific products or supplementary articles. Monitoring link traffic allows you to adjust your content marketing approach based on popular sources. For instance, publish more eLearning articles on sites that generate the most traffic and minimize your involvement with others that fall short.
8. Reader Engagement
There are several ways to measure reader engagement with content marketing metrics, including subscriptions, click-throughs, and shares. However, one of the most direct methods is to track comments. Many readers will peruse the content and then simply move on even if it does provide them with valuable information. Readers who are truly engaged will make the effort to leave a comment or even reply to someone else’s comment in order to share their own thoughts. Another way to increase reader engagement is to ask questions or include brief polls. When readers interact with your content they are more likely to subscribe, share, and eventually advocate for your brand.
9. Downloads
Some eLearning companies allow readers to download eLearning eBooks, articles, and other text-based content for offline viewing. Thus, the number of downloads per month indicates the popularity of your written works. This content marketing metric makes up for the lack of active viewing time stats, as you aren’t able to determine how long readers stay on the page.
Insider Tip To Evaluate The Effectiveness Of Content Marketing
In addition to content marketing metrics, you can also use audience research to analyze your current content marketing strategy, as well as create eLearning articles that are more likely to increase returning visitor stats. Post a social media poll or email a brief questionnaire to subscribers to solicit their feedback. Figure out which topics they’d like to see in the future and if your current publications are on target.
These content marketing metrics allow you to measure reader engagement and create more effective content for your target audience. In addition to content marketing, eLearning Industry offers a variety of other promotional services to help you build your brand. In fact, we can custom-tailor a media kit to enhance your online presence and drive more traffic to your site, as well as increase sales for your eLearning product or service.
Is it really possible to find new customers using online marketing methods? Can clickbait get your visitors to actually buy something and boost your conversion rates? Is a free-flowing funnel really the best approach to online marketing? What exactly is inbound marketing? Download our free eBook The Ultimate Guide To A Winning Content Marketing Strategy to find out what inbound marketing is, how to qualify leads and boost your conversion rates, how content marketing can help you generate B2B leads, how to determine KPIs and measure marketing success, how to take advantage of the SEO/SEM and Google Revenue Model, how to compare PPC vs. Content Marketing for the best ROI, as well as the impact of Account-based Marketing and Smarketing for your organization.
