With traffic analytics you’re focusing on three key areas of your content marketing efforts website performance, engagement, and lead generation. Let’s take a look at how to use reporting on each one. Looking at your overall website performance gives you a sense of the traffic trends to your site over time. Where is the most traffic coming from? Social, organic search, your paid ads? How many page views is your home page getting? Your pillar pages? Do visitors visit multiple pages or leave after viewing the page they first landed on? Establishing a foundational understanding of the ebbs and flows of your website traffic helps you identify key channels to focus on if you notice certain channels are converting more visitors. It might be time to flex your content strategy and focus more resources there. This brings us to the second key area engagement engagement tracks not just who’s viewing your site but who’s interacting with it. Although it’s easy to focus on the quantity of traffic. It’s also important to consider the quality of your traffic especially when thinking about performance measurements like your company’s return on investment.
If you have a lot of visitors that come to your site. But then quickly leave. You might not be focusing on the ideal audience by focusing on who’s interacting with your content. You start to gather information about how your online audience is reacting to your current content. Think of engagement reporting as a live feedback mechanism. It’s data that helps determine which content pieces and topics are interesting to your online audience and the channels and formats that perform the best for your personas. You can measure engagement in a couple different ways depending on your site and the tools at your disposal. If you have a social media account you can look at shares and likes.
If you have a blog, look at which blog topics are getting the most comments and shares. Do you find your landing pages are converting the expected amount of visitors? Do your call to action buttons have the desired view to click ratio? Third we have lead generation. As a content marketer, converting leads is likely always top of mind. Having tools at your disposal that can track overall conversions and where those leads are in your funnel can be key to proving the success of your marketing efforts. While several tools zoom in on conversions, it can be more difficult to quantify qualification. Use this as an opportunity to flex your sales enablement and start conversations with your sales team regarding what makes a qualified sales lead. Then take a look at those leads specifically. Were there specific pieces of content they interacted with or were they brought to your site from certain campaign or channel? Tracking and analyzing data covering these key interactions can help you start to develop a sense about which initiatives work well in attracting ideal visitors and turning them into ideal leads.
As you can see tracking data for the sake of tracking data is not the end goal of traffic analytics. Instead think of traffic analytics as your online private detective tracking the movements of your visitors. Behind the scenes and giving valuable insights into what makes them tick. With this objective eye into the past and present of your content’s performance you’ll have data showing you what’s working and which areas can be improve.
From there you can start to hypothesize and experiment with your content with a live feedback mechanism already in place to showcase whether or not they really improved your visitor’s experience and drove further conversions. Ultimately the best way to use this type of reporting is to ensure you’re incorporating it into your marketing process. This doesn’t mean you need to check every day you might find that bi-weekly, once a month, or even once a quarter, work best for you and your business. By tracking the performance of these three areas. You’ll have health checks on your content and your marketing strategy with this type of reporting in place you’ll have a data driven foundation to improve and generate the best experience for your website visitors and future leads.
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