In 2022, the average business spent approximately 8.7% of its total revenue on marketing. This included expenses like research, promotional items, and digital ads.
Digital marketing is an essential component of an effective marketing strategy. The right content can get your brand in front of thousands of potential customers.
Tracking the performance of your content marketing strategy doesn’t have to be difficult, either. We’ve put together a brief guide that outlines the key information you should know about content marketing analysis. Let’s dive in.
Impressions
No matter how much value your brand provides, it won’t mean much if nobody sees it online. This metric is the total number of people who see your content.
Many entrepreneurs mistakenly believe that more is always better. However, you should also consider the major demographic that views your content.
For example, let’s assume that a page on your website got 2 million impressions. However, your marketing campaign wasn’t properly configured and you targeted the wrong audience. The majority of these people would be unlikely to convert.
Instead, focus on quality impressions.
If you can get your content in front of a large number of people in your target demographic, you can maximize your digital marketing strategy.
Traffic Sources
Determining your traffic sources will help you optimize your marketing. It’s not uncommon to be surprised when you check where your traffic is coming from.
For instance, you might assume that most of your traffic comes from Google’s search results. Upon investigation, however, you may learn that the majority of people who reach your site come from a separate blog.
Once you know how people find out about your brand, you can leverage these opportunities.
Bounce Rates
A bounce rate is a metric that Google uses to determine site quality. It changes in value when people leave a website shortly after arriving. This tells Google that the site is irrelevant, low quality, or both.
It’s in your best interest to minimize the bounce rate for all of your pages. You can do this by making your content more engaging and improving your site’s usability.
Page load speed goes a long way toward creating a positive user experience. The same is true for a site’s intuitiveness.
People should be able to find the information they’re looking for in the place they expect to find it. For example, someone looking for a search bar would likely navigate to the top of the page.
Email Opt-in Rates
Email marketing is one of the most effective strategies you can use. It establishes a direct line of communication between you and your audience.
When people opt into your emails, it means they’re interested in learning more about your brand. Checking your email opt-in rates illuminates the most effective content on your site.
You might learn that a particular type of blog post is most effective at maximizing opt-in rates. From here, you can use more of this content to improve your email marketing strategy.
Click-Through Rate (CTR)
A website’s CTR conveys how many people take action when they see your content. Using the aforementioned example, let’s assume you got 2 million impressions on a web page. If hardly any people took action after seeing your content, this is a red flag you can’t ignore.
It could mean you’re targeting the wrong demographic. It could also mean that your content doesn’t provide anything of value.
A high click-through rate means people feel compelled to take action, leading to more conversions. If your content is particularly effective, you can have a high click-through rate even if you have a low number of impressions.
Keyword Rankings
To get your content in front of your customers, you’ll need to understand what they search for online. This doesn’t always mean you can rank for the keywords you want, though.
Some keywords are competitive, and Google prioritizes sites with higher authority. If your website is brand new, you likely can’t compete with a site that’s been around for decades and has thousands of high-traffic pages.
Consumer interests also change over time, so periodically assess your keywords and determine their performance.
Consider the way people search for content. Manual search and voice search are highly different methods. For instance, someone might type the phrase, “Best Mexican restaurants LA.” When using voice search, however, they might say, “Where are the best Mexican restaurants in Los Angeles?”
Keep these factors in mind when moving forward.
Shares and Backlinks
Good content is always good enough to share. You’ll know you have stellar content if many people online are sharing it with their followers. This tells Google that your page is informative and valuable.
By extension, this substantially improves your search ranking. Backlinks are also important to consider. When authoritative websites link to yours, it can boost that page’s ranking and establish a steady stream of visitors.
Work with a Professional
It’s possible to handle content marketing analysis on your own. However, it will cost more time and resources than it should. Hiring a professional is a great alternative that allows you to focus on other areas of your company.
When looking for someone to hire, explore their past reputation. What have other clients had to say about their experiences? It’s best to prioritize a firm with overwhelmingly positive feedback.
Look into their pricing structure before making your choice. You often get what you pay for, and it’s not recommended to choose the cheapest opportunities.
Do they seem interested in your project? If they aren’t enthusiastic about working with your business, they could fall short of your goals. Keep searching until you find a firm that’s ready to go the extra mile.
Vigilantly Track Your Content Marketing
A content marketing strategy is only effective if you consult your analytics. You can use this insight to rework areas that need improvement and emphasize your strengths.
At Red Stone Studio, we pride ourselves on helping each of our clients achieve their goals through personalized strategies. Our digital marketing services are designed to be cost-effective without sacrificing quality. Reach out to us today to get started on your next project.
