To stay competitive, we are expected to confront challenges with our content creation and content performance as quickly as possible.
When and why do we create and publish content?
Do we just want to get it out? Or do we focus on producing efficient and produce top-notch content for our audience?
How do we find out?
Take your time. Give it some thought.
Content that is quality will always win out over quantity, no matter if you are targeting search engines, your loyal users, or a new audience.
In today’s world of information overload, search engines and content consumers may be wary of the information they find.
If you want to convince your audience that you’re worth their time, you need to provide clear and credible content to a need they have.
It is expected that content is original, carefully researched, grammatically correct, and factually correct. It should draw upon reliable sources and contain links to credible websites.
Quality checks for content include several key elements. We have highlighted these below.
If you are creating or auditing content for your content marketing efforts, go through these checklists every time you create or optimize content.
1. Content Originality Test
Before committing to a project or creating content, make sure your idea is original.
Tools like SEMRush, Buzzsumo, Copyscape, Grammarly, and others can also help you with the process or you can search manually also.
2. Grammar and Spelling Checks
It’s a no-brainer.
Your credibility is damaged by poor grammar and spelling. Google might not detect lousy writing, but your readers will.
Using an app like Grammarly, or within Word or Google Docs, you can check for spelling and grammar as you write.
3. Show your brand with your content
Every piece of content produced by your writing team must reflect your brand’s standards.
4. Verify the source of your content
Content sources should be linked directly for three reasons:
- Google deems your content to be of high quality and thorough.
- Your readers will be confident the content has been thoroughly researched and relied upon.
- You can fact-check more easily with it.
5. Check Your Content for Errors
Make sure that all sources are verified. Be sure the statement or claim you’re making is accurate.
6. Look for broken links
You should avoid using broken links because they are less trustworthy in the eyes of Google. You will also look unreliable if you do not update your content.
A number of tools exist to help you with this, including Screaming Frog and SEMrush.
Do you track your Content Performance?
What outcomes are you getting from your content marketing campaigns?
Can you provide proof of this statement?
It is possible to determine what form of content is effective by using a content marketing metric analysis.
Establishing clear KPIs and improving your content marketing strategy will help you improve your Content Marketing ROI. Determine your key performance indicators by first defining your “why”.
1. Understand Your Brand’s Goal
If you want to set content marketing objectives and KPIs effectively, you need to know why your brand exists. You must understand why you do what you do.
2. Make Your Conversations More Shareable
Marketing is a conversation. Marketers track online mentions and website traffic, as well as pay-per-click advertising, to determine brand exposure.
You can determine how popular your brand is by comparing it with your competition. Doing so will allow you to evaluate your market positioning.
Track your Content Performance using these 5 content marketing success metrics:
Content on the internet lives or dies by its traffic. You can have the best blog post in the world, but if no one reads them, you won’t make any money, so there is no point in writing them.
When it comes to metrics, tracking traffic is crucial.
You can categorize this traffic if you wish.
In Google Analytics, the following metrics are important to pay attention to:
Users – How many unique visitors your website has.
Pageviews – This is how many times a page on your website has been viewed.
Unique pageviews – When calculating this metric, multiple visits to your page from the same user are combined into one.
Analyzing these metrics can help you gain an overview of how many visitors come to your individual pages.
The data you collect can be used to identify the devices your visitors use to view your website, as well as where traffic comes from geographically, the way they found your website online, and what device they used to view it.
Your future content strategy will be more effective if you know content performance.
2. Figure out Conversions
There are people reading your blog and visiting your site, which is great. What else do they do after they read your blog?
Do they click through to your links and read more?
Are they converting?
For most B2B brands, leads and direct sales play a crucial role.
Thus, B2B brands need to monitor conversions from the bottom of the funnel, such as signups and clicks to purchasing conversions.
You can define conversion however you want.
You may be creating content to sell something, but it may just be to increase your brand awareness and authority. If so, social shares and interactions may be more relevant to you for Content Performance analysis.
As such, if you intend to use your blog for sales purposes, you should track sales through it.
Tip: Enabling Google Analytics’ e-commerce feature will allow you to find the page value of all your content under its behavior section.
If users go directly to make a purchase or complete another goal you have set, you can see an average amount of revenue generated by each page.
3. Audience Engagement
Sometimes, traffic generated by your content is more about how good your links are at attracting readers, not how valuable your content is.
Track the number of time visitors spends on your site and how many pages they view during their sessions to discover whether people are engaging with your content.
As much as possible, you want visitors to remain on your site so they can read more of your content unless you want them to jump right to the sales page.
You can find these details in Google Analytics’ Audience Overview section.
Among the tools, you can use to measure social sharing is BuzzSumo, which lets you see what content performance on your website.
4. Content Performance tracking for SEO
Your social media traffic will not be the only source of traffic. It is likely that some visitors will come from search engines as well.
With Google Analytics, you can find out how many visitors you get from searches, but you cannot see how well those searches performed.
It would be better to track SEO performance. This can be done in several ways.
It’s important to pay attention to your webpage’s position in the search engine results for a particular keyword phrase.
With Google Search Console you can see what keywords you’re ranking for and how they change over time to check content performance.
5. Content Authority
Although it’s not easy to measure, it should remain a high priority to increase authority over time.
You will not only get more search traffic with high authority, but you will also gain credibility, raise your conversion rates, and build your brand.
According to Moz, there is an authority metric that may be used as an estimate of how Google may judge the authority of your web pages.
Regularly evaluating your content performance will help you understand how your audience responds to your content performance. In this way, you can focus on content marketing more effectively.
Whatever your industry, content of high quality builds trust, builds brand awareness, and drives customers to your business.
The best time to perfect your content strategy is now.
Your content team invests a lot of resources, so you should review content performance every month or quarter.
You can invest with the best content writing team by contacting us.