With the number of places to reach your target audience, cross sell across different channels and devices and measure the effectiveness of marketing more accurately, where is the proof content is King?
Bill Gates’ well known, and even better used, phrase ‘content is King’ was used as the title of an essay in 1996, and still very much applies today.
Content marketers everywhere will assure you that content is the most important part of any strategy, and the best way to reach your audience – and while here at Proof Content we think that’s still true – we will help you find the proof content is king.
How to find the proof content is king?
The best way to find proof for anything is using solid data – and that also applies to content. So let us take you through the best ways to see content is still king.
The UX Review defines the User Journey as ‘a series of steps…which represent a scenario in which a user might interact with the thing you are designing’
eCommerce sites want to keep their user journey short, with as few clicks from the user landing on the site to making a purchase as possible. Bloggers and content sites want as many clicks as possible, with the user looking at content, and using well placed links to follow on to other subjects. Looking at the funnel or user journey is a great way for bloggers to learn where to put their links, while for eCommerce sites it’s useful to learn just how effective and clear your messaging is. Users often jump from one page to FAQs on your eCommerce site? Your content may not be explaining your product properly.
Time on site
Webopedia describes time on site as ‘a type of visitor report that provides data on the amount of time…visitors have spent on your website’
Easily found in Google Analytics, time on site is a great way to measure the effectiveness of your content. This shows you how long your visitors spend on the site in general. If you’re a blogger a long time on site is great, while eCommerce sites may prefer a shorter time on site, which shows their content is providing effective descriptions of the product.
Time on page
As we can assume from the definition of time on site, time on page provides data on the amount of time visitors spend on a specific page of your website.
If you’re writing content to be read then you want your readers to spend a long time on the page. If you’re writing a list of FAQs you want your readers to spend a short time on the page, finding their answer and then moving on to a later stage in the customer journey.
Conversion goals in Google Analytics can be a customer signing up to a newsletter, purchasing a product, downloading your app or contacting your business. Conversion is the number of these transactions divided by the number of visits to your site.
Whether you want users to download your app, purchase something from you or subscribe this is the most important end metric. But watch out for return users as well. Some purchases, such as a laptop, will be more considered than others, such as a t-shirt, so you need to think about your product before comparing conversion to other sites.
Google defines a page view as ‘an instance of an Internet user visiting a particular page on a website’.
Once you’re entertaining your readers with good content, it’s important to ensure you have the audience. This is where it’s important to make sure SEO is being applied effectively, and make sure the title of your page is interesting and readable. The more views per page the better. Just make sure to include other metrics to ensure the traffic to these pages is being converted.
Wikipedia definites exit rates as ‘the percentage of visitors to a site who actively click away to a different site from a specific page, after possibly having visited any other pages on the site. The visitors…exited on that specific page.’
Exit rates are an effective way to see who is interested in your content, and who grows bored and leaves the site. If your readers leave after reading a blog post consider whether you want them to. If it’s a How To guide chances are they’ve found their answer, while bloggers will want readers to continue reading the blog. eCommerce sites will want readers to convert after reading their content so it’s helpful to include useful links and content that sells your product, as well as useful information.
Google has recently changed the definition of bounce rates. It now means ‘the percentage of single-page sessions’ So anyone who leaves on the same page they enter your site.
Bounce rates mean different things to different sites, but essentially you want your bounce rates to stay low as proof your content is effective. For users to read more than one page of your site you need not just the bulk content to be interesting but also your titles, placement of other pages which may interest your user, as well as images and videos.
Liking content is a simple way to tell whether your readers are interested in your content. For example YouTubers often use the like buttons in a very effective way – asking their subscribers to like if they enjoy this type of video and dislike if they don’t.
This one’s simple – if someone likes your content they are sharing it with their network, and are interested in what you’re saying. But don’t assume this is always a positive response. Articles and pages which annoy people can also be shared so it’s important to also look at the sentiment behind the reposts of your content.
There is no doubt that content is king, but with these few simple metrics we hope you can understand the effectiveness of your content, and go into any meeting or report with some proof your content is performing.