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It is no secret that content is king when it comes to your company’s marketing. Quality onsite content engages prospects, leading them further down the sales funnel. However, poor content can do the opposite, driving consumers to a competitor who understands the customer journey better. So how do you know whether your content strategy is working?
As with everything else in marketing, you need to assess your efforts. Below are some ways you can analyze your company’s onsite content to ensure it is up to snuff.
Estimate Your ROI
As a marketer, you have a finite amount of company cash to work with. You, therefore, need to know which strategies are and are not contributing to revenue growth. By tracking your content’s return on investment, you will better understand which topics resonate most with your target audience. This can help you create more impactful content with a higher ROI in the future.
Since companies have different objectives, determining content marketing ROI success will look different for everyone. If you want to steer more qualified leads to your site, for example, you will look at different metrics than if you’re aiming to increase conversions. Many companies use fractional attribution, applying a proportion of revenue to each channel or tactic based on the number of leads or conversions each drive. Or you can use an online predictive content ROI tool to make it easier to predict your content’s ROI.
Make Sure You’re Creating Comprehensive Content
Onsite content needs to spark your prospect’s curiosity. However, you do not want your blog posts to leave people with more questions than answers. Curious readers stay on your site to learn more, while confused readers will search for answers elsewhere. To ensure you are creating thorough content that answers your reader’s questions, check that your blog posts are comprehensive.
To do this, it is helpful to know what other topics are related to your core idea. For example, let’s say you are writing a blog post about exercise. You may also want to offer information about cardio, strength training, and yoga. Covering these related topics helps you create more meaningful content.
Check Your Site’s Bounce Rate
Keywords are words and phrases that describe what each piece of content is about. They are also the terms people search on Google or another search engine when they want to learn more about a subject. In today’s digital world, your site needs to show up early in the search results if you want to grab a consumer’s attention. To do this, make sure your content organically incorporates keywords and phrases your target audience may search.
Once you have included keywords in your content, check your site’s bounce rate. This will help you know whether you chose the right keywords and embedded them in helpful content. If your site has a high bounce rate, your content did not provide people with the information they were looking for. This hurts your SEO and indicates that you need to take another look at your target keywords or the content that surrounds them.
Perform a Content Gap Analysis
Do you have content that answers readers’ questions and sparks their interest through each stage of the buyer’s journey? If this question leaves you scratching your head, you need a content gap analysis. A content gap analysis takes a holistic look at all of the content on your site and social media platforms. It then goes on to find holes in your content strategy where you need to create more content.
When conducting a content gap analysis, start by mapping out the steps your customer needs to take to purchase a product. Then map each piece of content back to each step. If you identify steps that lack related content, this indicates a gap you will need to address. You then know that you should create those pieces next.
Track Your Brand Awareness
Brand awareness is important whether you are a small mom-and-pop shop or a large corporation. Brand awareness refers to your target audience’s familiarity with your company or product. It makes up the top portion of the marketing funnel and demonstrates your value. Quality content helps showcase what your brand represents, improving brand awareness.
Most companies use social media to promote website content. This makes it easy to track your content’s social reach and see what topics readers enjoy. If a social post gets lots of likes and shares, this lets you know you are building strong brand recognition. It can also indicate which content resonates most with readers and gives you an area of interest to create more content around.
Time Spent on Page
The amount of time spent on one of your web pages tells you how useful readers are finding your content. Typically, if someone lingers a long time over a blog post, that indicates that the content is valuable to them. However, spending a long time on a landing page could tell you that your website has a confusing layout. Thus you need to keep the type of content in mind when analyzing how much time people remain on a page.
When it comes to your blog posts, adding relevant internal links can encourage readers to stay on your site longer by reading more content. Linking to related onsite content improves your prospect’s experience by making it easier to find the information they are looking for. This also increases the chances of them reading more content and ultimately spending more time on your site. That, in turn, could lead to a purchase.
If you want to engage prospects, onsite content is not optional, it is a necessity. However, in order to create a content strategy that delivers results, you need to continuously analyze your content. Use the tactics above to determine whether you are creating content that excites your readers. If not, put a plan together for how you and your marketing team can change that.
Thank you for reading!