One of the most important and overlooked phases of the content strategy cycle is evaluation. After all your hard work is done, how do you know if it worked?
Here are a few ways you can evaluate your content:
- Number of views – Views can be important to some brands, but there’s an argument to be made about whether or not those views mean anything. There’s merit to having a video with eight million views, but if there’s no engagement with the video, do those eight million views matter? If someone has taken the time out of their day to view your video and they don’t finish, like, comment, share, or click to your website, views mean very little. You should not determine the success of your content solely based on the number of views.
- Number of post engagement – Yay! Your audience is interacting with your content! Engagement means your content has offered something of value. This could include (but is not limited to) users redeeming an offer code, signing up for an email subscription, or sharing on your content social media.
- Number of new followers – Similar to number of views, having a large following is great but if your followers don’t engage with your content, they’re not very valuable followers.
- Ratio of positive versus negative feedback – Feedback is incredibly important to brands. There’s a reason why restaurants, like Boston Pizza, ask you to fill out a survey to tell them how your experience was during your meal for a chance to win a $200 gift card. Why do you think there are so many pop-ups in apps asking users to rate them or tell them how to improve? Feedback is provides actionable insight to create better user experience.
How do you get these numbers?
As I mentioned in the previous post, Hootsuite provides analytics for social media, but one of the most common and useful tools for website analytics is Google Analytics.
The great thing about Google Analytics is that it’s free and it provides users with a abundance of information about their website. So what do all these numbers mean and why are they important to you?
Google Analytics can be broken down into key three sections: how much traffic your website is getting, where your traffic is coming from, and what they’re doing once they’re on your site. Drive Digital posted a wonderful article explaining Google Analytics. You can read the full article here.
In the article, Drive breaks down what your Google Analytic numbers mean, what you should be measuring, and how you can use this information to improve your website.
3 key things to pay attention to when using Google Analytics:
- Where your users are coming from – Is your audience coming from search engines, social media, or direct traffic?
Organic Search – List placement based on relevance for key search terms instead of paid placement.
Direct – Users visited your site by directly typing in your website url. Could also include links within emails or links from PDF documents
Social – Based on referrals from social media
Referral – Links on other websites
- High versus low performing pages – This will identify the effectiveness of the pages that are bringing in traffic versus the pages that do not encourage users to stay on the website.
- What your audience is doing once they’re on your website – For example, say you’re a clothing store, look at how many people put items into their cart but don’t actually press check out. Let’s look at freelance photographers, look at how many people view their portfolio and contact them for a photo shoot. Now news publishers, look at the amount of people that read the articles and then share it or give the publisher their email for a subscription. It’s all about engagement.
What if I have no website traffic?
There could be a number of reasons why your website isn’t receiving traffic. Perhaps the content isn’t good enough, maybe your website doesn’t support mobile, or your website isn’t working all together.
In those cases, consult a professional for help. There are agencies (like Manoverboard) and freelancers that specialize in helping businesses execute their ideas.
Please don’t hesitate to contact us if you’re looking to improve your businesses design, identity, or strategy.
- Phase 1:
– Content is king
– Ideas come from anywhere
– Define your target audience
- Phase 2:
– Format your content for your platform and target audience
– Consistency and frequency work together
– Keep organized with a content calendar
- Phase 3:
– Social media can make or break your business
– Choose your social media platforms wisely
– Interact with your audience on social media
- Phase 4:
– Evaluate your content
– Key information to pay attention to when using Google Analytics
– Use your analytics and apply that information for future posts
- Repeat cycle
With this information, you can determine how successful your content strategy is and apply this information to new future posts. And the cycle continues.
Now go out there and produce meaningful content. Build it smart. Build it beautiful.