Understanding Content Marketing Performance

How to effectively understand content at the traffic, source, channel, and competitor levels to maximize your efforts.

The elements of understanding content

In order to create better content, you first need to understand what types of content are already working for you and why.

This can be done by measuring the following:

  • Individual content performance by traffic volume
  • Grouped content performance by traffic volume
  • Individual content performance by channel
  • Grouped content performance by channel
  • Keyword performance by traffic source and volume
  • Keyword performance by search volume to traffic ratio
  • Combined keyword and content performance
  • Content performance by conversion metric

Below is a breakdown of each of these elements to help you better understand how each one contributes to your content marketing efforts. We provide you with the ability to measure and view the data in a variety of ways without the inconvenience of toggling between dashboards and various tools.

Individual content traffic

Individual content performance by traffic is a way to measure which content is performing best for your target audience from the total of all site traffic and marketing efforts.

It’s important to know what specific pieces of content are receiving the most traffic so you can make decisions based on knowing what about the content is successful or not successful. That’s why we don’t stop at just the traffic number alone.

One reason we do not rely on this measure alone is because one piece of content may be receiving more traffic than others for a variety of reasons that do not directly point to the quality of the content itself. For instance, maybe it has additional traffic drivers, such as email marketing, advertising, or social media sharing that other pieces of content have not used.

All of these elements can affect the traffic for an individual piece of content. We give you the data you need to understand why your content is performing the way it’s performing.

Grouped content performance by traffic

Viewing content as a group is important to understanding a number of things about its performance, efficacy for your audience, and place in the marketing ecosystem.

For example:

  • Viewing content as a group by content type, such as blog post versus landing page, can help you understand how your audience likes to consume certain types of information.
  • Viewing content grouped by campaigns will tell you which marketing message strategies, advertising campaigns, and other elements work best for your target market.
  • Viewing content grouped by product, solution, or service type can help you understand if there is a particular segment of your brand or organization that is performing better.
  • Viewing content grouped by geographic locations provides details on how each piece of content is received based on distribution throughout a region, nation, or world.

Make sense of your marketing: View all traffic for a particular product, compared to geography, audience, content type, etc.

Individual content performance by channel

Knowing which content is receiving the most traffic for each of your marketing channels can help break down what type of content your audience likes to consume and how. It can also provide insight on audience segmentation if you are sending out email campaigns, advertising, etc. to targeted groups.

You can view the top performing content for each marketing driver, including:

  • Paid search
  • Email
  • Display
  • Social
  • Referrals
  • Organic search
  • Direct
  • Retargeting
  • Comparison shopping engines
  • Affiliate
  • Mobile (native)
  • & More

Grouped content performance by channel

Understand how different groupings of content such as campaign, product / solution, or type (blog post, landing page) affect the success of your marketing.

Creating various content groups (a single piece of content can belong to multiple groups such as “blog posts” and “campaign A”) you’ll be able to see if different channels relate to content groups more effectively as an aggregate, such as “people like to receive blog posts via social media, but like to receive ebooks via email.”

This is also useful for comparing things like “all YouTube content” versus “videos, regardless of platform.” From this you’ll be able to discern the performance of videos on YouTube versus all of your video content.

Keyword performance by monthly search volume divided by total monthly traffic

This metric may be called a “search share of voice” in the simplest terms.

What we’re really talking about seeing here is a measure of your ability to attract an audience for a particular topic versus the total amount of times people are searching for it. Why does that matter? Well if people are searching for a particular product or service frequently, but you are only receiving three percent of the total traffic – you might want to consider your content marketing and SEO strategies around your targeted keywords and topics.

Keyword performance by traffic source

Knowing which keywords and topics your audience is interested in is a fundamental aspect of content marketing. Being able to break down those keywords by traffic source can provide your marketing team with a head start on the competition and strategic planning.

The topics that help convert your target audience on social may not be the same as those that work for SEO, email, or advertising. Some combinations of keywords may work specifically well in certain areas based on accompanying images, length of content / post, or other factors.

Conversely, you may find that particular keywords that are highly effective for SEO may not have been tried as email subject lines, advertising campaign words, or included in social media posts. Knowing which keywords are performing well for each of your marketing channels can give you more data to leverage to create better marketing strategies across all of your efforts.

Keyword + Content performance

Examining the pairing of specific pieces of content with their top performing keywords will help you dissect high-performing content even better.

By understanding what specific topics and keywords drove your target audience to your content, you’ll know a few things:

  • How to match paid search, advertising, and social traffic with specific content
    For example: If a landing page is ranking highly for a keyword, that keyword when used in a social post could have a high conversion rate when linked to that landing page because it’s the most relevant to the topic.
  • What search engines think is the most relevant keyword or topic for that page and how they perceive the quality of your content
  • How audience members are finding the content you’re creating when they’re looking for things online
  • Additional keywords that are driving traffic and how you might increase traffic from them to that content
    For example: You may have great traffic to a piece of content driven from one or two specific keywords, but there may be a number of long tail keywords that could add up to greater traffic for your content. Knowing which keywords those are can help you identify additional opportunities.
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