Your business should continually check in on what it is getting for the time, money, and resources that you’re investing. It’s crucial to acknowledge that everything on your website is probably the first (and, perhaps, only) impression a customer has of your company. Many industries rely on content to manage brand perceptions and create a solid brand value. Content is about as cost-effective as it gets for marketing, as studies have shown that content has a higher recall value for consumers than other forms of advertising.
Now, it’s pretty difficult to define and measure the value of the content. There are a few key things you should be doing to guarantee you’re getting the most from your content.
A Solid Content Strategy
Before you execute on a strategy, you need to make sure you have a good one. A content audit is the first thing that needs to be done before devising the proper content strategy. An audit of this nature would be a basic understanding of what content you currently have, what your competition have, and identifying what you are lacking/what you need.
Determine the goals of your content initiative. Know explicitly what content you need, what you would like to do in the future, as well as an outline of your creation process and timeline. After you publish your content, now it is time to ensure that it’s measured and maintained. This often overlooked, unfortunately, but it isn’t enough to keep posting blogs or not take a look at how the response to page content is. You need to understand how your content is doing, how it should be managed, what can be learned from it, and when it should be revisited or even tossed out.
Engagement scoring is a way of valuing what a user interacts with throughout your digital assets, based on what is important to your business. Creating an engagement score depends on what you want to focus your attention on. You can examine a host of other site actions (micro-conversions), weigh them against what works for your business, then track the metric over time. For example, you could be interested in seeing the amount of content consumed via clicks, scrolls, loads, etc. Or you might focus on the recency, duration, and frequency of the visitor by looking at interactions they’ve had with your brand through branded search, feedback forms, social media engagement, etc. What is so great about this is there are no defined rules, you can customize everything specifically to serve your needs.
This measures how influential a piece of content is in keeping a user engaged. In terms of web pages, a page with high content velocity is one that keeps users on the site and encourages them to keep consuming more content. The principle was outlined by two digital data analytic experts with this formula: Page Velocity = (number of pages seen after the current page is viewed / unique page views to the current page) A low-velocity page is basically a dud and when you see the metrics for that page you be able to examine the problem (why the user leaves so quickly) and what you need to do to keep engagement there. For more detailed information click the image below.
An entry page like a landing page or homepage will typically have high velocity, whereas a blog post or product detail page will be low velocity because people are skimming them and they won’t necessarily have anything to engage with. Now, low-velocity pages are not bad things, unless they are pages full of what you believe to be immersive content. Somewhere in there, you are missing the mark. This is where you would turn back to your metrics for your engagement score to look at link clicks, views, and the length of time spent on page.
After re-evaluating a low-velocity page that should be “sticking” more people, reflect back on your original plan of content goal and strategy and create a new plan of content for that page.
This is mostly about conversion rates, what works to bring consumers into your website.
For example, you might notice that first-time visitors coming in from a display campaign prefer a different content type than search-driven website visitors at later stages in their purchase research. A display campaign might need something informational like a blog post or informational video, while product-focused search campaigns are in need of promotions, coupons, or the product pages.
Measuring the performance and involvement of specific content in the conversions and drawing insights will help you boost the performance of paid media because it ensures that each consumer is interacting with the content that’s most likely to satisfy them.