Author: KEVIN STANLEY, Copywriter When it comes to web content development, one of the biggest mistakes people and companies are making is not measuring or analyzing after it’s released. Imagine yourself in college, working on a paper for a day or two, being proud when you turn it in and thinking you aced it, but
Author: KEVIN STANLEY, Copywriter
When it comes to web content development, one of the biggest mistakes people and companies are making is not measuring or analyzing after it’s released. Imagine yourself in college, working on a paper for a day or two, being proud when you turn it in and thinking you aced it, but it turns out you absolutely bombed. That’s what failing to measure or review your work is like doing, considering generating and creating is only half the battle.
Use databases to generate better social content
Luckily, there are a number of easy ways you can start to measure content effectively, beginning with comparing results through databases. This begins with using traditional social media metrics such as measuring likes, shares and interaction on Facebook, follows and retweets on Twitter, as well as interaction and shares on blog posts.
When you’re developing content, start to really rely on these numbers for more than just vanity. With a database of these metrics, you can collect and compare them for better work going forward, which should always be a primary focus of development. If you aren’t trying to make your platforms better for your visitors, then you aren’t going to get more conversions.
When a database is created, you will begin to see what is generating interaction and what isn’t. Taking a closer look at the results of your social media content is a great way to start measuring that is not only effective for future development, but it’s also simple.
Go beyond simple metrics for your website and landing pages
Having a database of simple metrics such as likes, reads or shares will give you great insight into the success of your content, but there are some other programs that can help your company get even better insight. They allow you to dig deeper and find out what is and isn’t working by directly comparing different pages and projects you’re working on and seeing more in-depth numbers on conversion and engagement success.
A few great examples include A/B testing for PPC landing pages and analytics tools with Google and other programs. A/B testing for PPC allows companies to really find out how effective their different landing pages are, based on conversions, which is the name of the game for B2B marketers. Doing this, marketers can track how many click-throughs they get, as well as the total number of conversions. Once these numbers are gathered, you can decide which content is working best, and improve for the future based off the results.
Analytics platforms are more and more common every day, helping you analyze your social media platforms, websites and blogs. Nearly all companies are using Google Analytics to find out how many people are surfing on their website. Some companies are lacking that extra step of research using these analytics. Doing so is about analyzing and comparing the results from those analytics. Take metrics such as the different locations visitors are coming from, what type of devices are being used to surf the site, as well as what pages are getting the most hits and really start to analyze what the differences in content is on each. We benefit greatly from the opportunity to know a lot about our visitors and what their needs and wants are, in regards to surfing the web. To take advantage of that, you really need to compare simple analytics metrics and look at what is and isn’t successful.
Of course, there are plenty more ways to measure the effectiveness of content, but these two simple tips will certainly get you on your way to a better overall strategy. Stay tuned for the next stage in our Four Principles of Content Strategy series when we learn about re-targeting and improving.
photo by Mad House