Traffic Sources and Content Engagement
To get started, it’s important for you to know exactly where your inbound traffic is coming from and just how people are engaging with your content. You simply cannot measure your ROI without this information.
Google Analytics is the go-to source for many when it comes to determining the source of their website traffic, but ensure you’re also paying attention to the built-in analytics on the various social media sites where you’re posting your content (such as Facebook).
Once you have these metrics at your disposal, take the time to study them and see what you can learn from this analysis. For example, what kind of content has the highest engagement? Are people sharing, retweeting, liking, etc.? Getting even more in-depth, who are the people that are most frequently sharing your content? Which people and what channels are leading to the greatest spread of your content?
From there, you can focus on even bigger concepts. For example, once you know which content is performing better, you can begin to dig in and determine why that content performs better. Likewise, you can look at both your top performing content and poorest performing content to identify common threads occurring with each.
Bear in mind that these metrics are only the starting point for measuring content engagement. It’s not enough to have visitors land on your site. You want to understand what visitors do when they come to your site. What pages do they visit? Which pages perform the best and why? What are the best sources of referral traffic? Why? How can you tweak your content to make it even more effective? (Hint: This is where split testing using tools such as Optimizely can come in handy!)