You’ve done your research about content marketing and have made the investment in a blogger- fantastic!
Your blogger has written their first post, everything is live on the website but, you’re not seeing any sales.
How could this be??
Now, you’re contemplating whether you made the right decision to allocate some budget towards a blog and if you should’ve used it elsewhere. You pull the plug and stop blogging.
Then, you go through all this again but, with a different writer.
It’s a vicious cycle.
When you’re investing in blog content, it’s important to make sure you’re getting the return on your investment. It may not directly be sales or inquiries at first, but success can be defined through other metrics.
Success doesn’t happen overnight. So, when you’re working with a smaller budget, you need to give your strategy some time and see if it sticks.
That’s not to say conversions shouldn’t be the goal for your content marketing strategy but, when you are starting a blog, you need to be looking at other metrics to see if you’re on the trajectory to convert your website traffic. There are many KPIs that will indicate if you’re on the right track to get the results you want.
If you’re wondering how to get on that trajectory, I’ve provided the following metrics to help you measure the success of your blog.
Increased traffic is a great way to measure how your blog is performing but, you need to be actively promoting your new blog post. Whether it be through email campaigns or on social media. You need to be proactive about distributing your new content.
Once you’ve promoted your post, it’s entirely up to your followers and subscribers to visit your blog page.
If they have clicked the link to your blog, either the headline resonated with them, they think the information will be useful for them or, they’re doing research on your product or service.
If your followers and subscribers are going out of their way to click on your blog page, that means you have created a headline that has grabbed their attention.
Once they’ve landed on your page, keeping their attention is another important metric to account for.
Time Spent on The Blog Page
Looking at the average time spent on each page of your website is another indicator of your blog content. The longer people stay on your web page, the better. It shows that you are publishing engaging blogs and users are taking the time to read them.
Not to mention- when more people spend more time on your website it helps you improve your SEO rank.
If you are trying to find out how to get this data, you will need to connect Google Analytics to your website. There are other hosting sites that can track data, but Google Analytics is the most granular. It shows the average time spent on each page of your website. This will indicate where people spend most of their time and it should be on your blog posts.
If people are spending the time to read your blogs, you’re producing content that resonates with them. Blogs are supposed to add value and provide information that will be useful for people. This helps build a relationship between you and your audience.
Just because content resonates with someone, doesn’t mean they will immediately book a call or buy your product. Either that person is still in their research or your content helped someone qualify themselves out and that’s OK.
In fact, it saves you your time and resources which are better spent for quality leads.
Point is- time spent on your website is good indicator of how your blog is performing. If people are taking the time to read content that you publish, you’re creating value for them which will help them see how your business can create even more value.
A returning visitor is someone who has visited your website on the same device within the past two years.
Having high returning visitor traffic is a good thing if you’re publishing blog content on your website. It indicates that people are coming back to your blog page to share or reference your content. If more people are coming back to your site as a reference, the more potential leads you may have to convert.
If you’re looking to track the number of retuning visitors, Google Analytics can show you how many returning visitors land on each blog page. This data can show you which blogs had higher engagement. This information will also help dictate what posts you will want to publish in the future based on performance.
Success doesn’t happen overnight. If you’re starting your blog strategy and don’t see immediate conversions- check to see if your website traffic, returning visitors and time spent on blog pages have increased. This will indicate if your blog strategy is working and the type of content users engage with the most.