Skip links

The Top 4 Content Marketing Metrics You Need to Know

March 21

How in tune are you with Google Analytics? If you aren’t using the super tool for your marketing strategies, you’re making a grave mistake. Google Analytics is perfect for content marketers to tell a lot of valuable information about their customers and how they interact with their business’ site. Go and visit Google Analytics and see just how helpful it is to you in the first five minutes you use it.

One thing you might notice after playing around with it for even five minutes is that it sure is a wealth of information – and that can be a bit overwhelming at times. Some of the data might be obvious to you, but other metrics might go in one ear and out the other. This difficult to interpret data may not even matter in the long run – some data is definitely more important than others.

You don’t have to keep track of every piece of data you find on Google Analytics, but there’s a science to picking out which metrics are actually useful. This can be a pain when you’re trying out a content marketing strategy – what metric data will actually show me how successful my strategies are?

The Average Session Duration Time

To find this metric in Google Analytics, go to the “All Website Data” dashboard and click on the “Overview” tab.

This information is truly basic if you want to test the success of almost any content marketing strategy. When you know how long users are staying on your site, you know if your strategy is successful. This metric data tells you, on average, how long a site viewer is spending on your webpage.

When you have subpar content, users don’t stay on your website for very long. They’ll thumb through what you have to offer and leave quickly if they don’t like what there is to see. When you offer quality content, they’ll stay longer because they’re drawn in. Quality content also means they’re likely to come back regularly and spend the same time each time they visit your site.

If you find that this number is low, there’s not a really easy or immediate fix for this problem. Just remember that the more compelling and relevant your content is, the more likely this number is to go up.

Bounce Rate Statistics

To find this metric in Google Analytics, visit your “All Website Data” dashboard and click on the “Overview” tab. It will be below the “Average Session Data” metric.

Your website’s “bounce rate” refers to the percentage of viewers that enter your website and leave after just one page view. If you’re having trouble remembering the terminology, think back to that now out-of-date turn of phrase you used when you wanted to leave a place with your friends. “Come on, guys, let’s bounce.”

This is exactly what your viewers are saying to themselves for whatever reason when they’re visiting your website. A high website bounce rate means that many people are using your website like a revolving door – in and right back out again.

This is another aspect of your metrics data that is highly effected by site quality – and this can mean the quality of your content or your site overall. Likely causes for a high bounce rate are laughable content and ugly/unusable website design.

New and Returning Users

To find this metric in Google Analytics, go to your “All Website Data” dashboard and look under sessions. The number you see will be the number of unique IP addresses that have visited your site via the filter window you see. To the right, there is a pie graph that shows the percentages of users new and returning.

If you’re going to try out a content marketing strategy, you’re going to have to know how many people are actually paying attention to it in order to measure success. You do this by seeing your traffic – not just in plain statistics, but by finding out how many new and returning users are actually accessing your page. New users are people who are visiting you for the first time, and returning users are repeat customers, consistently coming back for more.

Your goal is to make all viewers eventually become repeat viewers via quality content, but you also want to steadily bring in new views to your site. Try to get an even 50/50 split between new and returning users, and you grow both numbers by promoting and consistent content posting.

 March 22

Organic Search Sessions

To find this metric in Google Analytics, go to your Google Analytics Dashboard and look for the “Acquisition” page.

Organic Search Sessions is just a fancy way of saying “people finding you through a search engine without advertising.” Your Google Analytics can tell you how people are finding you, whether it’s through a promoted link, a PPC method or they just happened upon you via Google.

It’s good to have a lot of organic search session results. This means you’re ranking well in Google search algorithm system. In order to successfully increase this number, you’ll have to have your website optimized AND produce quality content that people can find and be drawn in by. Remember that they may have happened upon your site via a search result, but something you did compelled them enough to click on that link.