Gather a group of 20 content strategy experts together and they will give you 20 slightly different views on what you should be doing and how you should be doing it. Something they will all agree on is the danger of focussing on the big numbers.
In both B2B and B2C marketing, it’s easy to see the brands that are focusing on the metrics in the wrong way. They will blast out their message to hundreds of thousands of people without ever worrying about who those people are and what they want, they will use clickbait headlines, pictures of puppies or whatever else makes the audience view the content they have created.
As long as someone can tell the boss that their content was viewed by a very large number of people, they will be happy, safe in the knowledge that some of those people might be relevant. From a personal point of view, I’d much rather be talking to 50, 100, 500 of the right people – the ones who are going to engage my services, buy my product or interact with me in a meaningful way.
This is why your content strategy needs to be built from the ground up, starting with identifying your audience and what they might want from you. It’s not hard to do either, most of your happy customers will be happy to tell you what made them choose you- you just need to ask. From here you can begin to map out the right way to reach them and the sort of content that will actually be useful to them.
When it comes to analysis, the metrics that matter are the bounce rate, time spent on the page, interaction and of course, conversions. A high bounce rate will tell you that you are good at drawing people in, but failing to give them something useful. Likewise with a very short time spent on the page, which indicates that people have skimmed through your content and decided it's not useful. In both cases you risk alienating people to the point where your future communications are dismissed as spam! Interactions and conversions will occur when you have quality content, written by your experts and pushed out to the right audience in the right way.
Web analytics such as Google Analytics give very insightful information on content consumption behavior. Metrics may include total visits, unique visitors, time spent on site, and bounce rate. Find out how often your content is read. Which sites or links did they come from before visiting your site? How many people are subscribing to your newsletter? Are they leaving comments and interacting with you? If you are investing in paid search, your investment will be tied to cost-per-click or cost-per-acquisition.