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How to Measure the Impact of Your Content

Creating compelling content is just the first step, next you have to figure out if what you’re creating is actually working.  To do that you need to measure the impact of your content, so let’s take a quick look at the metrics you need to track and some strategies to help you gauge the success of your content.  Learning this will help you to make informed decisions for future content creation, so what do you need to do first:

  1. Define Your Goals:
    Before you start looking at any statistics, you need to figure out what the point of your content is!  Why are you writing the content?  Do you want more web traffic, or more leads, or are you trying to increase brand awareness?  Whatever you are trying to achieve will dictate the metrics you need to track.
  2. Track Website Analytics:
    If your content is on your website, you need to track website traffic using a tool like Google Analytics. Key indicators you need to track here include:
    a) Traffic: In a nutshell, how many people are seeing your content.
    b) Bounce Rate: This is people who read and run – if your content is engaging then your bounce rate will be low because people will stick around to read more of your articles.
    c) Time on Page: If people don’t stay on your page long enough to read all of your content, then it is a high possibility that it is not engaging.
  3. SEO Performance:
    You can also assess your content’s impact on search engine rankings and visibility:
    a) Keyword Rankings: Track the position of your content for target keywords.
    b) Organic Traffic: Measure the number of visitors who find your content through organic search.
  4. Social Media Engagement:
    If your content is social media based, you need to look at engagement on the platforms.  To do this you need to track:
    a) likes, shares, and comments,
    b) follower growth,
    c) and click-through rate (CTR).
  5. Conversion Metrics:
    Coming back to the goals you set at the start, now it’s time to track the conversion you are looking for.  You need to look at things like:
    a) Conversion Rate: Measure the percentage of visitors who take the action you are looking for (e.g. website visit, form completed…).
    b) Lead Generation: How many of those conversions turned into leads?
    c) Sales Revenue: From those leads, how many became customers and how much revenue did they generate?

If that all seems overwhelming, don’t panic.  Start with one measure and build up.  Anything that can inform your content strategy and improve your approach will help.  So pick a goal then work on making content that helps you achieve it. It’s as simple as that!

If you need help achieving your content goals, get in touch.

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