Ways To Follow And Measure Your Content Engagement – Unfortunately for anyone who thought that getting into marketing would get them out of analyzing numbers, so much Internet marketing involves:
- Analyzing pages and pages of data.
- Calculating rates.
- Testing new features.
- Gathering more data to be explored.
Fortunately, it isn’t strictly algebra, and there are numerous tools available to assist even the most clumsy of mathematicians. Well, maybe not the most incompetent, but analyzing is a mathematical system that can be learned. You’re taking the resulting numbers and working backward, just like you’re finding x, to get close to the values you want. The rest should be simple once you know what you’re looking for and how to find it.
Set objectives for engagement
It can be challenging to make sense of all the numbers in front of you when you don’t know what you’re looking for when you’re first tracking your data analytics. While some goals are set in stone, such as a low bounce rate, specific engagement goals will influence how you view your data. Do you want to increase your audience or increase engagement with your current audience? Do you want to convert your website visitors into email subscribers? Or do you want to boost Facebook content engagement? These responses will influence what you see on your analytics platform, and once you’ve set your goals in Google Analytics, they’ll be much easier to track.
Choosing the right metrics to track
The average number of pages per visit (perhaps you want your audience to look around your website or blog. You can increase this amount for posting simple calls to action to an important page or providing related internal links.)
The terms “frequency” and “recency” are used interchangeably (to see how many times readers come back to your page on their own)
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Bounce rate, keywords, and other metrics are all important. Follow metrics that are more about Search Experience Optimization than Search Engine Optimization. If you want to increase social engagement, keep an eye on your Facebook Insights and Twitter Analytics for things like Likes, Shares, inbound links, geographic heat maps, and more.
Save your old tapes!
Some analytics platforms, such as Google’s Search Console, allow you to export reports to an Excel spreadsheet, extremely useful. It’s worth the effort, whether you’re manually entering your valuable data into a spreadsheet or downloading it directly from the platform. Because Google only keeps records for 90 days, you risk losing valuable information or having difficulty tracking your long-term objectives.
The amount of time you spend on a page.
According to Tony Haile, CEO of Chartbeat, about 55 percent of web browsers spend less than 15 seconds on a page according to Time Magazine. While site traffic and click-through rates are still important metrics to track, they don’t always reflect the quality of a site’s content or the people who read it. When Haile’s team looked at the best and worst-performing topics, they discovered that traffic levels didn’t vary much across the board. The best-performing topics drew five times as much attention as the worst-performing ones. This demonstrates that the quality and value of a page and a site’s long-term success can no longer be measured in clicks but rather in time spent on the site and repeat visitors.
Optimization of Conversion Rates
The conversion rate is the difference between collecting visitors to your site and generating customers and leads. When a new visitor comes to your site and subscribes to your newsletter, registers for an account, places an order, or accomplishes any other stated goal, this is referred to as conversion. Testing different types of copy, A/B testing different features, optimizing your landing page to include more calls to action and other features, and other methods can all help you improve your conversion rate. If you continue to test and monitor your conversion rate (calculate your conversion rate by dividing the number of conversions by the number of visitors who find your site), you should soon see increased profits and engagement.
Participation in social activities
Your social media entities are important extensions of your brand, and analyzing your social engagement is the best way to gauge your relationship with your customers and target market. These social media cues, whether in the form of true engagement (clicks, replies, comments, likes, favorites, or +1s) or amplification (retweets, shares, repins, reblogs, revines), are extremely useful in determining which of your posts perform well, which articles are more compelling socially, and how successful product launches and marketing campaigns are.
To get a better sense of data-driven readership, use a service like Chartbeat or TrenDemon.
You may want to expand your horizons to include Chartbeat or TrenDemon after you’ve been tracking your website data and audience engagement for a while and have a better sense of the type of readership you’d like and the information you’re not getting from Google Analytics or the Facebook and Twitter insights platforms. Chartbeat has a robust dashboard that provides real-time analytics on new, returning, or loyal visitors, engagement time, top-performing pages, and insights such as which referrers have the highest return rates. TrenDemon provides a tag to place on your site. It provides information and advice on how to direct your content for more conversions by following a customer’s journey and collecting insights on top-converting pages and acquisition channels.