Businesses that understand the power of organic traffic tend to create a lot of content. Look at Hubspot, Buffer, Canva, Shopify. Just between these 4 companies, there are thousands of content pieces that are produced every year. We ourselves post a new story every single day here, on our blog. The why is simple. Because there is nothing more profitable marketing channel than organic, and with the right strategy it is a channel that can explode once it reaches the tipping point.
But, while it is important to be aware of the fact that content is important, it is equally important to acknowledge and realise the fact that your content doesn’t exist in vacuum. It is closely tied to different aspects of your business, and as such needs you to keep a constant eye on it. How it performs, why it performs that way, and what should you do now that you know the performance trends.
We had mentioned Shopify’s blog in one of our stories weeks ago. We had seen how one of the articles that the blog has placed quite prominently on the main page is over 3 years old. Why? Because it would have been performing well, driving profitable metrics for the business.
Our whole product has been developed around the core theme of growth, and since content plays a crucial role in sustainable growth of most online businesses, it has always been a focus area for us.
So, today, let us conclude the content performance series by talking about a few ways in which your Benne Analytics dashboard can help you get the most out of the content you produce.
#1. Approach analytics metrics with a clear focus on your goals
What was the core focus of your business the last quarter? What is it this quarter?
What were some of the biggest wins for your business last quarter?
What were the missed opportunities?
To run a business well, asking yourself these questions, and finding an answer to them is quite crucial.
Similarly, each piece of your content has a specific goal or objective in mind. Are you looking to drive traffic to a specific page on your website or a targeted landing page? Are you looking at driving registrations? Downloads? Purchase?
Setting these goals up and analyzing their performance over time will help you understand how different content on your website is contributing towards the broader business objectives, and help you identify the most promising content pieces and categories/topics/formats that resonate the best with your audience.
When you are analyzing goals, it pays to keep your broader marketing and conversion funnel in mind. Top of the funnel goals are expected to perform better than bottom of the funnel goals, so if and when you are measuring comparative performance of different goals you have set up in your analytics dashboard, you should keep in mind the funnel state the goal corresponds to.
We, as a company, believe all businesses need to set up goals as an easy to refer and quick to analyze source of truth when it comes to monitoring performance. Unlike traditional wisdom, goals are not just for ecommerce sites. Even if you are running a personal blog, setting up the right goals is important for its growth.
We wrote about how to set up better goals for your business in an earlier post.
#2. Set up scroll depth measurement on your pages/content
Are visitors to your website and your content actually reading the content? Or are they bouncing off midway? Where exactly are they bouncing off of?
You know what all pages were visited by your audience on any particular day. But how do you know if they did not just leave soon after they landed on the page? How do you know if they actually went through your content or not?
That is where scroll depth comes into the picture.
Scroll depth helps you understand how far down your website visitors scroll through on any page, helping you get an indication of whether your audience is finding your content useful enough to go through it all, or if you need to work further on it.
The easiest way to set up scroll depth monitoring is to set up different goals for different percentage of scroll depths - for example, 25%, 50%, 75%, 90%. This further helps you in getting a better sense of where exactly are you losing your readers, what can you possibly change to make them stay longer or scroll longer, and even where exactly should your CTA be placed for maximum efficacy.
You can read more about scroll depth and how to set it up in one of our earlier stories.
#3. Performance of your content over time
If you look at the bigger picture, you will realise that content and its performance is fungible. Even the best content is. What performs great today will be replaced by some other content tomorrow.
Sure, content has a tendency of having long-term lingering effect and it will continue to contribute to your business goals and metrics for years to come, but its efficacy decays with time. For platforms like Medium, Quora, or even Twitter, the visibility of any content posted on their platform starts decaying as soon as it is posted or published. As the visibility decays, your content gets less and less exposure and as a result, the value it could have possibly driven also ends up decaying.
The only way for a content to retain its value is by retaining some percentage of its visibility and the most promising and certain way of ensuring that is audience engagement. Whether it is Medium, Quora, Twitter or your own blog, the more your audience engages with your content, the slower its visibility decay is.
The decay is slower, but it never goes away. The more engagement there is, the more hindered the progression of decay.
Why are we talking about it?
Because our insights module understands this core principle and correlation of visibility decay and engagement. So, when the performance of well performing content starts dipping - whether in visibility or impact - it alerts you as such so that you can take actions to retain that impact. There are multiple ways of doing that. Freshening up the content is one way (so that search engines no longer treat the content as outdated, but something that could be fresh). Promoting the content to instigate engagement is another.
But for you to be able to take any of these actions, you need to know exactly which content pieces need to be acted upon. And that is what your insight reports help you with. A list of content that has started to decay and could start performing again with a little bit of push from your side.
With that, we conclude our long almost-week-long series on content performance. Now it’s up to you to act on it and make your content marketing a performance driven powerhouse.
And if you get stuck anywhere, or need some direction no matter the area, as always, you know where to find me.
That’s it for today, see you tomorrow.
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