Table of Contents
- 1 Why do some content marketing strategy fail, They Lack Content Marketing Metrics
- 2 1. Value Engagement Over Number of Page Views
- 3 2. User Behavior Trumps Aesthetics
- 4 3. Focus on Measurable User Experience
- 5 4. Reposition from Facebook to Instagram
- 6 5. Reduce Bounce Rate with RELEVANT Content
- 7 6. Improve Search Rankings with Content Marketing Metrics
- 8 7. Focus on Topic Clusters for Aggrandized Content
- 9 8. Link Building is Still Kicking
- 10 9. Optimizing for Voice Search with Content Marketing Metrics
- 11 10. Make Call to Actions More Interactive (Lead Magnets)
- 12 Killing it in with a Great Content Marketing Strategy in 2020
- 13 General FAQ’s
Why do some content marketing strategy fail, They Lack Content Marketing Metrics
Content marketing metrics is essential for a startup and small business. If you want to reach the Golden first page of Google you will need to create some content. Not just any content. Content that your reads want and will read and share.
Think of it this way, you spent all that time with web design, customer journeys, UI/UX, and pretty images. Crickets and no traffic.
Here’s what we hear. We just spent $35,000 on a new website and this was never discussed. Yeah, this happens all the time.
Any business that want sales leads and more sales, you must have a content marketing plan. So put on your editor’s cap.
That’s because they adhere to cookie-cutter strategies that are based on regurgitated ideas. Can you determine what your business will look like in December or in July? Trends come and go and your business landscape can change just as quickly.
Needless to say, to keep up, your content marketing strategy has to be adaptable and quick enough to remain relevant. This includes a complete rehash of the metrics you usually look at to determine what site visitors and consumers think and what compels them to take action.
It sounds simple, but it is far from so. If you resort to data that is faulty, outdated, and which has been re-hashed by others multiple times over, your content marketing strategy will not yield great results.
Think about it. If you promote the latest brand of shoes only using static content, consumers in search of practical information will navigate to video streaming sites.
At least there they can see actual people wearing, running, sprinting, and wringing out everything on offer.Why do some content marketing strategies fail before they have a chance to take off? Click To Tweet
Unfortunately, most marketing initiatives fail to realize the practicality behind this. Most rely on assumptions, tried and tested ideas that fail to have any influence.
According to a study by the Content Marketing Institute, less than 21% of B2B marketers are capable of measuring ROI. Of that percentage, only 35% of marketers actually measure it.
This happens because most rely on data that assess the wrong metrics. Be careful and use a content marketing strategy design with the right metrics.
What is sad is that most marketers are unclear as to what a successful content marketing plan looks like? If you don’t know what you want to achieve with your content, how can you figure out which analytics matter?
1. Value Engagement Over Number of Page Views
This is where performance metrics come into the picture. Since your content marketing strategy should be fluid and evolve organically, it needs metrics that can drive it according to the needs of today’s (smarter) user. Here are 10 factors that you should look into. Value Engagement Over Number of Page Views
You know the drill. The more time a user spends on a page, the higher the conversion rate. It takes visitors a quarter of a minute to make up their minds and if you don’t use that time wisely; you lose them.
Just because a page has a high number of page views, doesn’t mean site visitors love it. It doesn’t tell you whether they like what they see and whether the information on the page was useful for them.
That’s pretty much just empty clicks and traffic because it doesn’t tell you how much time they are spending lingering over your content.
While consumption metrics can help you measure content effectiveness in the beginning, to remain relevant you need an in-depth understanding of your audience behaves and interacts with it.
Site visitors who take the time to read an article until the end are more likely to return than those who skim it. For that purpose, the content has to have a value that goes beyond business interests.
It has to convince readers that your business is not in it for the sales but to help them make an informed decision.
2. User Behavior Trumps Aesthetics
Today’s consumer is more informed than ever making responsive marketing strategies a necessity. In other words, today user behavior thrives from two-sided interaction and suffers its based on a one-sided communication approach.
Your B2B reads and some B2C readers want to solve a problem, a pain. Or they want to increase their gain. Your content marketing strategy should have a communication structure to address those issues.
In layman’s terms, this means publishers who fail to measure user behavior on their websites and fail to improve said behavior lose.
For example, if the average site visitor spends 1 minute on a website that has navigation menus to the left and 2 minutes on those with menus on the right, which one should they have access to? The answer is a no-brainer, but not when aesthetics are prioritized over engagement.
Most publishers, for example, would think that just because a menu placement ‘looks right’ it shouldn’t be moved. In other words, by ignoring the user experience, publishers are creating blind spots that cause harm to their end goals.
3. Focus on Measurable User Experience
While there is nothing wrong with a spectacular feature-rich interface, its accessibility and greatness content that affects user experience positively.
Both factors affect how brands and digital properties position themselves online via SEO and advertising efforts. The content marketing strategy may have different metrics for a SaaS company vs. an SAP reseller.
Despite advances in artificial intelligence (AI) and lead generating efforts, many publishers are still unsure how these metrics can be identified much less measured, until now.
UX can be measured to meet targeted goals by taking bounce rate, session duration, and page views into account at the same time.
These can be broken down further to determine what a user feels after going through a piece of content. Coupled with subjective data or surveys, you can determine what the visitor thinks about certain elements in the content.
4. Reposition from Facebook to Instagram
For social networks, Facebook is lagging, but Instagram is thriving where it failed. This year alone, the number of Instagram users shot up from 800 million to 1 billion which shows that more people are using the ‘gram way more than Facebook.
In fact, they are using the former as an alternative to the latter, rather than using both. But this depends on your target audience and your content creation types.
This is understandable if we take the type of content Instagram pushes. While Facebook rose in popularity with video streaming in the last few years, Instagram is still focused on static reality aka pictures and for good reason.
Remember the faulty data we mentioned before? Facebook stats falsely showed that videos were more engaging than static content such as words and pictures. Publishers jumped on that bandwagon but quickly realized their mistake when engagement started taking a nosedive.
That’s because today’s user wants ‘snackable’ content that can be consumed without much effort. Instagram’s focus on pictures rather than longer-form video content is what makes it increasingly preferable.
5. Reduce Bounce Rate with RELEVANT Content
Web bounce rate differs from industry to industry and website to website.
Your content marketing strategy can help improve this.
A bounce rate in the range of 26 to 40 percent is excellent; 41 to 55 percent is roughly average; and 56 to 70 percent is higher than average.
It takes a user less than 30 seconds to exit a site that holds no value. The key to creating content for your buyer personas, holding, and keeping their attention is to engage them on an immersive level which should not take more than 3 to 4 minutes tops.
Consumers are more informed than ever before for good reason. They have access to content that is not only relevant, but it also speaks to them on a personal level. Trying to dupe them with irrelevant content is the best way to ruin your reputation and your relationship with them.
This includes content that tries to make false connections. By this, we are of course referring to content that tries to bait users with irrelevant imagery and content.
For example, if a website that sells off-brand smartphones advertizes an Apple product, it is using fake content to lure traffic that is searching for said Apple product.
In other words, you have to suggest content that users may find engaging, don’t try to push products they never asked for in an obtrusive manner.
Amazon does a splendid job of overcoming this issue by suggesting alternative products that users might find as useful when they search for products.
6. Improve Search Rankings with Content Marketing Metrics
Today, ranking on Google is no longer keyword focused. If you want your content to climb, it has to be helpful to the user and easily accessible. Otherwise, you risk reducing traffic, leads, and a number of visitors from organic channels.
Keywords are still relevant, but your strategy has to be more holistic. So think about that when you create a content marketing strategy and write your first blog post for 2020.
Measure the effectiveness of your keywords with content marketing metrics.
Start with a solid understanding of your target audience, do a content audit, and dig into your 2018 Google Analytics. Then think like an editor and create your editorial 2020 editorial calendars.
Changing algorithms and alterations in user experience and behavior have only changed how content is triggered or accessed. AI is changing how we do keywords research to ensure SERPS can get as personalized as possible for higher user engagement.
7. Focus on Topic Clusters for Aggrandized Content
SEO is now shifting to a model that focuses on a topic cluster – groups of topics that are linked to each other via keyword variations, different aspects of bigger topics, and questions that pertain to those topics.
What this means is that SEO is focusing on a single ‘pillar’ page which acts as the headquarters of a broader topic and content pages that can be linked to it. Each of those nodes is connected to each other and to the main pillar resulting in an ‘organism’ that is capable of breeding fresh content.
This model is also a great way to organize pages using site structures and to ensure SEO efforts can adapt to changing algorithms without too much effort.
8. Link Building is Still Kicking
Contrary to popular belief, link building is still alive and kicking. In fact, it is still considered being the number one factor when it comes to page rankings.
You use SEO software like SEMrush or MOZ. Measure the effectiveness of your plan with content marketing metrics.
The reason is simple. How can Google rank a page if it can’t link to it? That is what its core algorithm is based on and it hasn’t changed since it was first conceived.
Link building allows Google to remain in touch with the pulse of change. The more information it has access to, the cleverer the algorithm gets.
In fact, it has become almost human-like since now it can figure out the meanings behind keywords and re-word them to give users a better search experience.
In other words, if you don’t use the appropriate Word Vector (the algorithm that allows Google to determine relationships between words), chances are your website will not rank too high on SERP’s.
This trend has changed the way Google handles and perceives searches and each new update makes it more intricate.
9. Optimizing for Voice Search with Content Marketing Metrics
According to a study, people spend almost 3 hours and 30 minutes on their smartphones each day. Out of those over 40% use voice search to search for things they need rather than text. That is 35 times more queries this year than they were 10 years ago.
This is understandable if we take into account the fact that the attention span of the average user is reducing.
Now, instead of taking the time to stop and type in their search, they prefer to speak whole sentences into their phones while they are on the go.
The shift from text to speech is significant and shows that the whole conversation is preferable for the average user who is getting more social by the day.
The best way to optimize for voice search is to focus on questions and whole phrases. When someone uses a voice search, they use long-tail keywords for a focused query. By determining the natural phrases your target consumer prefers, you can optimize your SEO strategy efficiently.
10. Make Call to Actions More Interactive (Lead Magnets)
With 2020 shaping up to be a year for immersive content, you need to optimize the percentage of people that buy what you sell, sign up for email lists, and perform the desired action.
Measure the effective of your plan with content marketing metrics.
The content marketing strategy contains all for your email workflow, content assets (like lead magnets.
One of the best ways to do that is by using different CTAs for each page.
In business, one size does not fit all, so a good idea would be to use a number of iterations to attract attention.
So instead of saying ‘Click here to exit pop-up’, try ‘No, I don’t care what happens to my business’. It just might make your target user think twice.
Those few extra seconds of hesitation can be enough to make them convert.
Killing it in with a Great Content Marketing Strategy in 2020
The bottom line is, to ensure your content marketing strategy remains relevant in 2020 and increases leads, it has to be immersive and relevant for current users.
Your content marketing metrics keep you on track.
Remember, today’s average user is more informed, smarter and has more options than ever before.
By pushing content that has little to no relevance, you will do nothing but repulse traffic and lose attention. However, by using structured data based on these metrics, you can create a robust and sustainable source of leads.
Matthew Smith is a Sr. Editor at Content Development Pros.
The bounce rate is the percentage of single-page visits (or web sessions). It is the percentage of visits in which a person leaves your website from the landing page without browsing any further.
A content marketing strategy is an addition to your overall content strategy as it focuses on creating, measuring, and publishing content marketing pieces for specific audiences.
Content marketing means creating and sharing valuable free content to attract and convert prospects into customers — and customers into repeat buyers.