4 Metrics Essential to a Successful Content Strategy

Lately, team Sūmèr has been pondering some of life’s deepest psychological questions. For instance…

Q #1 – “If a tree falls in the middle of the woods and nobody’s there to hear it, does it make a sound?”

Q #2 – “If a man says something in the woods, and a woman isn’t there to hear it, is he still wrong?”

Q #3 -“If a business owner posts a thousand blog posts containing adorable puppies and nobody reads them, is the target audience actually crazy cat ladies?

Mind boggling, right?

We could spend hours, days, or even weeks pondering the answers to all of these questions.

However, we know your time is valuable, so we figured that we’d spend our time today focusing on the one question that is most relevant to you–question #3!

And to blow your mind even further, we’re not going to just talk about target audiences and blog traffic. That’s right…

Today we’re going all-inclusive and will be taking a journey through understanding the importance of having an analytics strategy behind your content strategy.

And, of course, no blog on analytics would be complete without some examples of how to measure key metrics for your business.

Let’s dive in…

Website Traffic

Your website traffic number accounts for the number of people who visit your site on a daily, weekly, monthly, or yearly basis.

There are many ways you can track your web visitors. The most common way is to use the tools in the back end of your website to keep track of how many visitors you get.

Many website platforms come preprogrammed to track this data.

If your website doesn’t, you might have to download an app or a widget to keep the number count.

Once you have the proper tracking code installed (if you need help, we recommend you seek out the help of a web developer), you should be able to log into the back end of your website to review your stats.

Here’s an example of what the web traffic page on one of the most popular website platforms WordPress looks like.

If you’re having trouble tracking data on the back end of your website, you can also use tools like Google Analytics and webmaster tools.

Below is an image of what the web traffic dashboard from Google Analytics looks like…

And to help ensure you get everything set up properly, here’s a wonderful step-by-step guide to connecting your website to Google Analytics. Check it out here!

Why tracking website visitors is important.

There are many reasons why it’s important to track web visitors.

First and foremost, you want to make sure people are making it to your website. After all, if they never arrive to your web page, how will you ever make a sale or provide people with valuable content?

Second, tracking your visitors is a great way to keep track of your marketing performance. If your marketing or sales strategies are a success, you should see your visitors’ numbers increasing month over month–particularly if you’re an eCommerce business.

If your traffic numbers are low or have stayed the same, it’s a good clue that you need to try a new strategy to get people to your website.

Third, tracking your numbers on a daily, weekly, or monthly basis can help you catch technical problems, such as 404 pages or broken links of your website.

For instance, if you notice a sudden drop off in traffic, there’s a good chance one of your web pages is down or some other technical issue is occurring.

Tips to help you increase the number of visitors to your website.

Here are just a few tips that might be helpful for increasing your web traffic number:

  • Ensure your website is SEO optimized. This includes using focused keywords in your content, adding meta descriptions and tags to the back end of your copy, and implementing an internal and external back link strategy in your content.
  • Keep tabs on which site pages are getting the most traffic. Then, model the remaining content on your website after the succesful pages on your website.
  • Share content from your website on social media platforms like LinkedIn, Facebook, or Google Plus.

Subscriber Growth

Subscribers are people who opt in to your online content, which may include things like…

  • Newsletters.
  • YouTube videos.
  • Blogs.

Why tracking your subscribers is important.

Having a solid list of subscribers for any form of online content is important because your subscribers are the people that will regularly be exposed to your content.

Thanks to increased exposure, having a large subscriber list gives you a great opportunity to increase your sales or provide people with valuable content that will position you as a trusted and respected business.

Monitoring the amount of subscribers you have can also key you in to a content marketing boo boo such as…

Exhibit 1: If you’re sending out too many newsletters, people may feel they are being spammed and will unsubscribe from your list. If you notice a lot of people suddenly dropping off your list, it might be a good idea to rethink your newsletter strategy.

Exhibit 2: If you notice a drop-off in blog subscribers, it’s possible that you’re no longer writing content that is interesting to your target audience. You might want to go back and see what posts of yours are performing the best, and then write new content based on what people have enjoyed in the past.

Tips to help you increase the number of visitors to your website.

If you’re not sure how to increase the number of your subscribers, try these simple tips…

  • Ensure the content you’re asking people to subscribe to is relevant to your target audience.
  • Make sure you’re providing valuable information, tools, tips, and/or resources to your audience and aren’t just selling to them.
  • Simply ask for people to subscribe to your content. Don’t be obnoxious about it, but a simple “Hey, if you liked this video, please subscribe to my channel!” or a one-liner at the end of an email that says “If you want to be notified every time we publish a blog, subscribe here” is totally acceptable.

Search Rankings

Search rankings…can’t live with them…can’t find your content online without them.

Why?

Because search engine rankings refer to the position at which your website appears in the results of a search engine query.

A site with a high search ranking will appear at or near the top of the list of results.

And on the flip side, a website with low search rankings will be buried deep inside the Google Index where nobody can see or find it alongside that missing sock you thought your dryer ate and Howie Mandel’s hair.

Why tracking your search rankings is important.

As we mentioned above, you want your website or other content to appear in the first page of search results on Google (or whatever web browser you use) so people can find it.

Better yet, you want your content to rank in one of the top 5 positions on a search page.

When you track your search rankings, you can put together a strategy to ensure your content ranks where you want it to.

If your content is ranking lower than you want it to be, you can focus your efforts on improving your ranking score.

The bottom line…if you neglect to track this metric, you might be missing out on a huge opportunity to help people find your website.

Not sure how to track your search ranking? Here’s a quick overview of one way you can easily see where you rank based on keyword searches.

Step 1: Pick a keyword that’s relevant to your business. We’ll use Sūmèr as an example. Because we’re a copywriting company and we’re located in Charlotte, I’ll search the keyword “Copywriting Charlotte NC.”

Step 2: View your search results to see where you rank for your selected keyword.

We rank #5 on Google. And best of all, we rank ahead of all the other copywriting companies in Charlotte for that specific search term. Not too shabby at all!

Step 3: Try several different search terms and see where you land on the results page.

Google and Bing Webmaster tools can also give you an overview of where your website ranks online. Google either “Google Webmaster Tools” or “Bing Webmaster Tools,” and you will find a plethora of resources that can help you get set up.

Tips to help you improve your search ranking.

Here are a few tips that might help you improve your search rankings…

  • Optimize your web content (web pages, blog articles, etc.) to focus on important search keywords.
  • Double-check that your website doesn’t have any technical errors such as 404 pages. Google penalizes websites with tech issues causing them to rank lower.
  • Use SEO Moz’s FREE Open Site Explorer tool to see how you can improve your ranking.

Social Media Stats

Your social media stats include everything from…

  • Page Likes on Facebook
  • Followers on Twitter and LinkedIn
  • Subscribers on YouTube

…to how many likes and shares the content on your social pages receive.

Why tracking your social media stats is important.

According to Hootsuite.com, nearly 75 percent of companies that engage in selling on social media report an increase in sales in 12 months or less!

If that’s not a good enough reason to understand the importance of monitoring your social stats, we don’t know what would be.

Aside from increasing your sales through a solid social following, keeping an eye on what’s happening with your social presence is a great way to collect customer feedback and discover what types of content your audience likes best.

For instance…

With 1,759 shares and 5.6 thousand likes, it’s clear that the audience of one of our amazing clients Lucky Grooming is partial to fun and humorous content.

We know this because other more serious posts haven’t gotten as much attention.

Knowing this information, we can tailor our social strategy to better engage our online audience. The hope is that this will eventually lead to a bigger following and more sales!

Tips to help you increase your social media stats.

For a stronger social media presence, give these social media tips a try…

  • Engage with your audience online via messages, posts, or chat.
  • Tailor your content to your audience’s preferences.
  • Post information that is valuable or helpful instead of trying to sell to your customers all the time.

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michelle

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