The Content Performance Metrics That Really Matter
Posted: Wed Dec 18, 2024 4:36 am
With great data comes great responsibility. Once you understand what your audience wants, you need to find the right metrics to measure whether your content is effective enough.
While collecting quantitative data is an essential part of measuring content performance, most individual metrics are meaningless outside of the context of their impact on business goals.
Four Common Content Performance Myths Debunked by Our free whatsapp number canada Experts
Myth 1: Bounce rate is an important metric for all types of content. The importance of bounce rate depends on the type of page and the traffic source. Additionally, there is no correlation between bounce rate and article rankings. While this metric is not very useful for evaluating blog posts and other pages that attract organic traffic, it works well for product and pay-per-click landing pages.
Myth 2: More words guarantee better rankings. It’s often thought that longer content tends to rank for more keywords simply because it contains more words. In reality, however, to perform well you still need copy that is emotional, connects with the reader, is meaningful, and tells a story. Long-form content performs better because it is comprehensive and covers a topic in depth.
Myth 3: Conversion rate is the only effective way to measure content. Conversion rates aren’t the only way to judge the performance of your content, especially at the top and middle of the funnel. For example, you can use your content as a sales enablement or networking tool by reaching out to potential podcast guests or writing an article about someone. Conversion rates are generally much higher for users coming from sales pages than they are for blog posts. However, blog posts have many roles to play beyond turning traffic into sales, such as:
get citations from contributors, which helps you build your network;
increase social media coverage;
enable link building and thus improve your website's authority score.
Myth 4: The more views, the better. Views matter, but only when they translate into tangible results. Plus, this metric doesn’t always give you the right data about your audience. Dwell time — especially if it’s over 8 minutes — can be more important, as it shows whether you’ve made the right connections with your customers, increasing the chances of conversions.
While collecting quantitative data is an essential part of measuring content performance, most individual metrics are meaningless outside of the context of their impact on business goals.
Four Common Content Performance Myths Debunked by Our free whatsapp number canada Experts
Myth 1: Bounce rate is an important metric for all types of content. The importance of bounce rate depends on the type of page and the traffic source. Additionally, there is no correlation between bounce rate and article rankings. While this metric is not very useful for evaluating blog posts and other pages that attract organic traffic, it works well for product and pay-per-click landing pages.
Myth 2: More words guarantee better rankings. It’s often thought that longer content tends to rank for more keywords simply because it contains more words. In reality, however, to perform well you still need copy that is emotional, connects with the reader, is meaningful, and tells a story. Long-form content performs better because it is comprehensive and covers a topic in depth.
Myth 3: Conversion rate is the only effective way to measure content. Conversion rates aren’t the only way to judge the performance of your content, especially at the top and middle of the funnel. For example, you can use your content as a sales enablement or networking tool by reaching out to potential podcast guests or writing an article about someone. Conversion rates are generally much higher for users coming from sales pages than they are for blog posts. However, blog posts have many roles to play beyond turning traffic into sales, such as:
get citations from contributors, which helps you build your network;
increase social media coverage;
enable link building and thus improve your website's authority score.
Myth 4: The more views, the better. Views matter, but only when they translate into tangible results. Plus, this metric doesn’t always give you the right data about your audience. Dwell time — especially if it’s over 8 minutes — can be more important, as it shows whether you’ve made the right connections with your customers, increasing the chances of conversions.