Content is the fuel of your inbound marketing strategy so you want it to perform well. Good housekeeping means monitoring your metrics and making the necessary adjustments to keep your content performing at its best. But, what are the top metrics you should monitor?
1. Website Traffic
Tools like Google Analytics monitor your website metrics for you. They allow you to break down traffic data by quarters, years, weeks, etc. Here you can, and should, track how many views each of your pages are getting, how much engagement your calls-to-action are receiving, and how many new contacts you're generating.
HubSpot website performance snapshot
2. Social Media Followers
Monitoring your social media followers allows you to see how many people are actively following the content you post online. You should track your referral traffic by social media platform (Facebook, Twitter, LinkedIn, etc.). If you notice your followers beginning to decline take a look at the content your sharing and evaluate whether or not it is current, relevant, and intriguing.
Social media followers by platform for the quarter
3. Social Media Shares
Engagement is another important metric to follow. Whereas social media followers provide insight into the reach your posts have, keeping track of social media engagement such as clicks and shares of posts is a good indicator of the type of engagement your content is receiving online. The more engaged people are with your posts means that they are more likely to share them and grow your name among their own followers.
Social media shares by platform
4. Clickthrough Rate
Clickthrough rate (CTR) is the percentage of people who click on your content links after seeing it. Keeping track of your email and social CTR is a good way to see how well a campaign or post has performed in comparison to past activity. The higher the CTR the more likely it is that you’re targeting your ideal audience, which in turn means you are closer to reaching your marketing goals.
Email clickthrough rate (CTR) snapshot for an e-newsletter
5. Top Social Media Posts
You’ve put in the time and effort into creating content for your social media, but now it’s time to see how well your posts are doing. Are certain topics receiving more attention than others? Does one type of content perform better on a certain platform? These are important questions because their answers will dictate what content you will publish in the future. You want an active social media presence, but you only want to produce high-quality content that your audience is looking for. By monitoring your top social media posts, you can get a deeper insight into how your content is doing. Is Twitter more engaging than Facebook? You now know to put more of a focus on that platform. Knowing where your content is thriving is key.
Vertech Top Social Posts6. Top Blog Posts
Blogging is a critical part of your content marketing plan. Whether you are publishing blog posts twice a week or twice a month it is important to know how they are performing. HubSpot breaks down the data by views, which can be adjusted by date. It is beneficial to look not only at how well recent blog posts have performed, but also at your highest viewed posts of all time. A post may have performed really well, but its information is now outdated. You know based on its past performance that it is a topic people are interested in. You can now go back and update the post and republish it with current data. This allows you to monitor your best posts and keep them current. It is also a good indicator as to which topics your audience is particularly interested in.
Snapshot of top blog posts by views
7. Landing Page Performance
Landing pages should hold priority on your website because landing pages bring new contacts and leads. To make data-driven web enhancements, you first need to understand what metrics to gather and how to analyze your web metrics.
Landing Page Metrics to Gather:
- Total Web Sessions: Number of web visits across all users
- Average Views-To-Submission Rate: How many people view a page and complete the form
- New Contacts Generated: New users who complete forms
- Exit Rate: Percentage of users who leave a website on that landing page
- Bounce Rate: Percentage of users who start on the landing page and leave without completing the form or navigating to another page
- Average Time on Page: Average time spent on the landing page
The above metrics are important to track and gather because they allow you to determine whether your landing pages are performing well or need to be further optimized.
Monitoring your metrics is a crucial part of your inbound marketing foundation and will help you improve your content production as well as understand what your audience is looking for.
To learn about more building your inbound marketing foundation download our free ebook, Smart Marketing for Engineers: Build your Foundation.