How can you analyze your content's performance?

When people read “Define your goal and metrics,” they think number of Likes views and comments. WRONG! For Youtube content, your goal should be, maximising CTR (Click-through rate). Anything below 5% is negatively impacting you. 6% to 8% is where most people reside. 10%+ is a viral video. Your Goal on YT should be to improve Title and Thumbnail Similarly, for other platforms, your goal should be optimizing for max reach. For Facebook, your Goal should be 1 minute + watch time. As you grow your target should be 3-5 minutes on average. The higher that number is, the higher your reach is.

Make sure your goals are SMART goals. They need to be specific, measurable, attainable, relevant, and time-bound in order for these goals to be useful and show your impact. For example, "I want to reach more people with my blog post;" doesn't really seem useful. Whereas, "I want to create 40 new contacts via this blog post by the end of the Quarter" is not only SMART but also allows you to show your impact. When determining what is attainable and realistic for your business, look at your historical data and industry benchmarks.

Consider crucial elements such as engagement metrics (likes, comments, shares, and clicks), traffic sources, conversion rates, audience demographics, bounce rate, time-on-page, and A/B testing when analysing the performance of your content. These insights give a comprehensive picture of how your content is engaging with your audience and enable data-driven content optimisation decisions.

It all begins with clearly defined objectives. Whether you aim to increase brand awareness, generate leads, boost web traffic, enhance engagement, or drive conversions, the foundation of content marketing success lies in these goals. Selecting the right analytical tools is the next crucial step. Tools like Google Analytics, Social Media Insights, Email Marketing Software, and CMS allow you to track and measure key metrics aligned with your objectives. Once you've gathered the data, the analysis phase comes into play. The average conversion rate for landing pages, users are encouraged to take a specific action, is around 2-5%. content analysis is an ongoing process, so allocate regular intervals for reviewing and adapting your strategy.

To analyze your content's performance, use tools like Google Analytics for quantitative data on page views and engagement. Monitor social media metrics for insights on audience engagement through likes and shares. Employ UTM parameters to track traffic sources accurately. Evaluate conversion rates for desired actions, such as sign-ups. Collect qualitative feedback through surveys and comments to refine your content strategy.

We have been using a Databox to help you understand what's going on with the business. It is a great tool to: 1. collect data from different campaigns 2. build personalised dashboards 3. trac performance from anywhere

GA4 is a must-have tool for checking your blog's performance. If leads are important to you, you have to check GA4. GSC is also important for tracking clicks and positions. SE Ranking is a great tool, too. You can add keywords for each blog and monitor the position changes. It has a bulk import feature that lets you add so many keywords for different groups of blogs at once.

GA4 allows you to track & and analyze web traffic. It provides data on user behavior, conversions, and many other metrics for free. While paid tools like Adobe Analytics offer deep insights into user behavior and advanced analytics capabilities. SEMrush can provide SEO analysis, keyword research, and content optimization suggestions. while Ahrefs is known for backlink analysis, it also provides keyword research and site audit features. Tableau is a powerful tool for creating interactive and shareable dashboards to visualize data trends and insights. Google Data Studio also allows you to create dashboards and reports to visualize data from various sources, including Google Analytics, Google Sheets, and more.

Set Clear Goals: Define specific objectives and relevant KPIs. Use Data Tools: Employ tools like Google Analytics, Google Search Console, and social media analytics to collect data. Analyze Top-Performing Content: Identify successful pieces based on metrics like traffic, engagement, and conversions. Assess Sources and Keywords: Determine traffic sources and optimize for high-performing keywords. Monitor Social Media: Utilize social media analytics to gauge reach and engagement. Regular Reporting: Create routine reports to track progress and areas for improvement. A/B Testing: Experiment with content formats, headlines, and channels. Listen to Audience Feedback: Gather qualitative feedback from comments, surveys, and direct input.

Investing in data visualization tools like Kibana, Tableau or Google Data Studio can transform raw data into visually appealing and easy-to-understand charts, graphs, and dashboards. Visual representations simplify complex data sets, making it simpler for stakeholders to grasp trends and patterns swiftly. Effective data visualization enhances communication within your team, facilitating data-driven discussions and strategic planning.

Content audit is great if you want to come up with suggestions and optimisations to current marketing efforts. Divide the audit into 5 categories: 1. Website: - user-friendliness - clear offer - language and message - Is there content on each page 2. Blog - what is the structure? - is there a newsletter subscription option? - is posting consistent? - what are the SEO metrics? 3. Social media - which channels are being used - which platforms is the company present on - activity type - content format - frequency of posting - audience demographics - engagement rates 4. Lead generation - CTA forms - landing pages and gated assets - what stage of the buyer journey they apply them to 5. Marketing automations - how email flows are set up

When conducting an SEO content audit, it's like reviewing the pages of a book in your digital library. - Gather all webpages, organize them, analyze keywords and rankings, and evaluate user engagement. - Identify issues like slow loading and broken links. - Optimize content, fix problems, and track progress to improve search rankings and user engagement. Think of it as ensuring your website's pages are well-organized chapters, each optimized to engage visitors effectively.

1. Evaluate metrics like page views, bounce rate, time on page, and social shares to understand user engagement. 2. Use heatmaps and session recordings from tools like Hotjar or Crazy Egg to analyze user behavior. 3. Evaluate how well your content converts visitors into leads or customers. 4. Analyze call-to-actions, landing pages, and conversion paths. 5. Assess the relevance, accuracy, and timeliness of your content. 6. Check for outdated information, broken links, or missing media. 7. Compare your content’s performance against competitors to identify gaps and opportunities. 8. Identify areas for improvement, such as updating outdated content, optimizing under-performing content, or creating new content to fill gaps.

Customer Journey Analysis: Understand how your content fits into the customer journey. Identify which content pieces are viewed at different stages of the buyer's journey and their impact on conversions.

Sometimes, manually analysing helps: Organize and Categorize: Organize your content inventory by categorizing it based on criteria such as content type, publication date, target audience, and keywords. Assess Content Quality: Evaluate the quality of each piece of content. Consider factors like readability, accuracy, relevance, and engagement metrics (e.g., shares, comments, page views). Identify which content is performing well and which may need improvement. Analyze Performance Metrics: Review key performance metrics for each piece of content, such as website traffic, click-through rates, conversion rates, and social shares. This analysis will help you identify top-performing content and areas where content may be underperforming.

According to Ahrefs 90.6% of content gets no organic traffic! If you don't want your content to fall into this bucket you should focus on different aspects of content optimization: 1/ Content Quality: Quality Content (native to the platform you are using) Multimedia 2/ Keyword Optimization: Keyword Research On-Page SEO Structured Data Markup Local SEO 3/ User Experience: Mobile-Friendly Design User Experience (UX) Optimize for Speed 4/ Links and Engagement: Internal Linking External Linking Promotion Content Repurposing Performance Tracking: 5/ Track Performance A/B Testing User Feedback Competitor Analysis 6/ Website Security: Security

Start by setting specific goals for your content. Are you looking to increase engagement, drive conversions, boost SEO rankings, or achieve other outcomes? You need to know what you are optimizing towards. Content Testing: Run A/B tests or split tests to compare different versions of your content. This can include variations in headlines, images, CTAs, or even entire articles. Performance Metrics: Define key performance indicators (KPIs) that align with your content objectives. Metrics can include page views, click-through rates, time on page, conversion rates, or social shares.

For each recommendation, develop clear hypotheses on what changes might improve performance and then conduct A/B tests to validate your hypotheses. Tools like Optimizely or VWO can be employed to run these tests. If possible, run multivariate tests to understand how different elements interact with each other. Utilize tools like Hotjar or Crazy Egg to analyze user behavior and see how they interact with your content. Continuously monitor the performance of your content to see how the optimizations impact the key metrics. Document your findings, what worked, and what didn’t, and share the learnings with your team to improve future content strategies.

Understanding your content's performance is like peeling an onion; there's layer upon layer to uncover! ?? The crown jewel? Testing and optimizing based on real-world findings. Boost rankings, amplify appeal, and skyrocket conversion rates by: 1?? Prioritizing content pieces with high potential or those needing improvement. 2?? Utilizing tools like Google Analytics or Search Console to pinpoint them. 3?? Experiment! Modify content based on hypotheses and best practices. 4?? Analyze results. Compare original vs. modified content. 5?? Implement winning changes and replicate the process. ?? Remember, analyzing is an ONGOING task! Keep your content in sync with goals, audience, and market dynamics. ???

Test and optimize your content: Implement A/B testing for different elements of your content, such as headlines, visuals, or call-to-action buttons, to identify what resonates best. Utilize AI-powered tools to analyze user preferences and behavior, allowing you to optimize content for better performance.

Content fuels ?? every ?? single ?? thing you do in marketing — or at least it should. And we know that software-based attribution tools like HubSpot, Bizible, Google Analytics can only track so much. The world of dark social isn’t often accounted for. Leaving you steering your marketing efforts towards the *most trackable* programs instead of what might be the *most efficient* programs. Self-reported attribution can help create a hybrid model to measure the impact of your content in channels that aren’t getting picked up in your tracking parameters today. Self-reported attribution leverages an open text form field on your high intent conversion forms that asks the prospect how they’ve heard of your brand. ??

To analyze your content's performance, you can use tools like Google Analytics. These tools show you how many people visit your content, how long they stay, and what they do on your page. It's like checking how many people read your book, how much they liked it, and which parts they found interesting. By understanding this data, you can improve your content to engage more readers and make it even better next time.

Consider an employee advocacy program to kick-start sharing your content to wider network than can be achieved from just using your corporate feeds alone. content shared by individuals gets 10-15x more engagement than content shared by a branded company feed.

Analyzing content is like being a digital detective. It's about piecing together clues from user interactions. Be a Sherlock Holmes with data, observe the small details, and recognize content as stars forming unique patterns. Think of it as transforming raw data into creative insights, like being an alchemist. In essence, it's decoding a story that helps refine strategies and engage audiences effectively.

Look at your content performance in the context of your overall marketing and business goals. Ensure that your content strategy aligns with broader objectives and contributes to achieving them. Analyze how your content performs across different channels - website, social media, email, etc. Understanding cross-channel performance can provide insights into where your content resonates best. Break down your analysis by different audience segments to understand how various groups are interacting with your content. This can help tailor content to specific audience needs. Analyze competitors’ content performance to understand industry standards, identify gaps in your content, and find opportunities for differentiation.