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Saturday, December 7, 2019

C-Suite Advisory

How to Measure the Success of Content Marketing Through Web Analytics

Web Analytics

If you have devised a list of techniques to promote your content, you must be eager to learn its success rate. Luckily this can easily be measured by using web analytics software. Now, let us explain to you what is web analytics, it is the method of monitoring a website to understand the customer behavior and the ways they interact with the site so that you can improve their experience and increase sales. Web analytics may seem extremely complicated in the beginning but there are several analytics software which if you can learn to work with, will make it easier for you. We have devised a list which can measure the success and failure or your marketing strategies;

Organic Traffic:

Organic traffic means the number of visitors coming to your site from SERP (Search Engine Results Page) and this is the best kind of traffic you can get as the search engine itself is promoting your page. Once you start getting a good amount of organic traffic, it means that you are on the right track as your ranking by the search engine is growing.

Referral Traffic:

Referral traffic is visitors coming to your site after being referred by other sites. This happens through guest posting or content published on other sites. This data can tell you how effective your off-site campaign is.

Social Traffic:

Promoting your content on social media may result in lots of incoming traffic through that medium. Different platforms such as Pinterest, Facebook, YouTube, and Twitter can be used to promote your content and if your efforts are enough, you will find a steady flow of traffic through these mediums but if you do not get much traffic from social media, you need to improve your efforts in this area.

Direct Traffic:

Direct traffic can consist of visitors who directly type the site address in the URL bar or clicking a call-to-action button on email which directs to the site. Direct traffic means an increase in your brand awareness and as this kind of traffic increases, you can be assured that your content marketing efforts are in the right direction.

Bounce Rate:

Bounce rate is the percentage of people who exit a site after visiting just the first page in a session. If the bounce rate is higher, it means the visitors are not interested in the site and the site needs improvement. A low bounce rate indicates that the content of the site is able to engage customers for a longer time. You can analyze the various bounce rates and which page is resulting in higher bounce rate, all content on the site may not need changes so analyze your customer behavior to understand which pages need changes.

Conversion Rates:

The conversion rate may be considered as the most important metrics as there is no use of getting visitors to your website if they do not engage in the required call to action which could be anything from subscribing to the newsletter to buying a product from the site. The conversion rate will tell you if you are targeting the right audience and able to attract new customers or do you need to change your target group.

We have covered most of the important metrics that can help you measure your marketing success, there are many more metrics which you could tract through analytics tools that can help you tailor your marketing technique to achieve maximum results.


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Emma London
Emma London is a columnist and member of the ​CEOWORLD magazine editorial board. She's one of the magazine's founding editors and leads global newsroom coverage and management. Having lived in five different countries — the United States, Canada, Australia, Spain, and the United Kingdom - Emma is obsessed with how tech empowers people from all walks of life. She is fluent in Spanish.
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