Pageviews and unique visitors are the basic metrics that show how many people access your content and how often. Pageviews count the number of times a page is loaded or refreshed, while unique visitors count the number of distinct devices or browsers that visit a page. These metrics can help you understand the overall reach and popularity of your content, as well as the traffic sources and channels that bring visitors to your site. However, they do not tell you much about the quality or depth of engagement, or how your content meets the needs and expectations of your audience.
Time on page and bounce rate are metrics that indicate how long and how well your visitors engage with your content. Time on page measures the average duration of a visit to a page, while bounce rate measures the percentage of visitors who leave your site after viewing only one page. These metrics can help you assess how relevant, interesting, and valuable your content is for your audience, as well as how effective your content is in encouraging further exploration or action. However, they do not capture the nuances of engagement, such as the level of attention, interaction, or emotion that your content generates.
Social media shares and comments are indicators that show how your audience reacts to and interacts with your content. Social media shares measure the number of times your content is shared or reposted on social media platforms, while social media comments measure the number of comments or replies your content receives on social media platforms. These indicators can help you measure the virality, reach, and influence of your content, as well as the sentiment, feedback, and opinions of your audience. However, they do not reflect the actual consumption or comprehension of your content, or the quality or diversity of engagement.
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In my opinion the key metrics are growth MoM, and YoY. Those matter the most if you aren't growing you are falling behind. The metric that all businesses will value heavily in not the most increased engagement and views! If you maintain a quality of content that shows continual growth in the long term you are making the right content and targeting the right audience! Time tells us more than one post never forget to look the larger picture. Don't be discouraged by a poorly engaged post, just use the information you have about the post, learn from it, and implement a strategy for a better CTR.
Conversion rate and retention rate are metrics that show how your audience responds to and benefits from your content. Conversion rate measures the percentage of visitors who complete a desired action or goal after viewing your content, such as signing up for a newsletter, downloading a resource, or making a purchase. Retention rate measures the percentage of visitors who return to your site or content after a certain period of time, such as a week, a month, or a year. These metrics can help you evaluate the effectiveness, value, and loyalty of your content, as well as the alignment of your content with your audience's needs and expectations. However, they do not account for the external factors or influences that may affect your audience's behavior or satisfaction.
Net promoter score and customer satisfaction score are indicators that show how your audience feels about and recommends your content. Net promoter score measures the likelihood of your visitors to recommend your content to others, based on a scale from -100 to 100. Customer satisfaction score measures the satisfaction of your visitors with your content, based on a scale from 1 to 5. These indicators can help you gauge the reputation, trust, and advocacy of your content, as well as the satisfaction and loyalty of your audience. However, they do not explain the reasons or motivations behind your audience's feelings or recommendations.
Content quality score and readability score are metrics that show how your audience perceives and understands your content. Content quality score measures the quality of your content based on various criteria, such as relevance, originality, accuracy, clarity, and consistency. Readability score measures the ease of reading your content based on various factors, such as sentence length, word choice, grammar, and structure. These metrics can help you improve the design, delivery, and optimization of your content, as well as the comprehension and engagement of your audience. However, they do not capture the personal preferences or tastes of your audience.
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The YoY and MoM metrics of your performance are often not discussed enough in these conversations. Yes CTR and engagement rate matters, and can be a huge boost if done correctly. The one thing you should always want is to be growing in performance. If we show a loss YoY, or MoM, it doesn't matter what the CTR is. I need to look into the metrics of and dynamics of the times involved. For example, I promote a local pharmacy, and despite COVID not being as prevalent, I have continued to increase their views and engagement YoY. May 2023 increased 124.3% in search appearance, and 33.7% interaction with the business profile compared to May 2022! Without a doubt my client can see I am doing the right things for his business online!
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Check your inbox! There is a goldmine of information within those messages. Document those messages word for word and use them in your marketing copy. This qualitative data paired with the metrics will illustrate a comprehensive story of what moves your audience.
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