To maintain a quality blog is to go beyond the quality of the content: it is necessary to understand the results that these contents are bringing to your business. And the best way to do this is metrificando these results.
As I said in another article here on the blog , “is a guy’s content, but learn to love numbers.”
Unlike traditional marketing actions, strategies Digital Marketing can – and should – be measured to understand the results and be able to work on improvements when needed.
Even if you think that the blog posts in your company are of excellent quality, you will need metrificar to prove the results. Here comes a bit of science and “accurate” the professional content needs to have. It takes you to find the metrics to identify the success of the articles.
But one must be careful not to stick only to so – called “vanity metrics” – which do not influence on business results – and measure what it really is an important indicator.
In this post, I will show some of the indications that we measure results in the Digital blog – and why we use it.
If you want to learn more about other internal practices of the RD blog, download the eBook How the RD does: the daily blog .
The quantity of posts published in a given period of time.
In the case of RD, we measure the number of posts per month. This metric helps us to control the production of content and also to plan the schedule and the demands of next month.
When we realize that the number dropped, you need to better organize the demands of the month to allow for some content on any of the days in which we commit to publish.
It is the number of employees / guests who publish on the blog. Also this data we measured monthly.
It is another metric that helps to understand how is the engagement of employees and partners. A small number of authors may indicate that there is a lack of engagement and / or organization in the demand for guidelines.
We make this measurement because we have a very strong out-teach culture here in Digital results. We believe that the content “from within”, that that part of learning and experience, is much more valuable than the “searchable” content on the Internet.
Read more about this in post Engaging the entire company in the production of content .
Visualizaçõe are the pages of a website or blog.
Attention: pageviews are different visits!
To be clear: on a visit, you can have more than one pageview on the same page – this will only depend on how many times the user entered it.
Anyway, measure page views is important to identify, for example, which are the most accessed pages.
This gives us insight into what types of content and topics we focus on and what we can do to improve those whose pageviews are not satisfactory.
Single User is the visitor who, if already entered particular site and had a cookie installed on your computer, will record as the same visitor on different occasions.
Thus, it is possible to know how many visitors a site has not counting the same user more than once.
We use this metric to track the number of visitors to the blog, detect when there are sudden changes and what the reason for these changes.
The total number of conversions that post generated both via internal links as via pop ups .
These conversions vary and can be either downloaded a rich material as the registration for our newsletter .
The conversion rate is the percentage of visitors who completed a conversion. For example, if a post had 100 visitors and 20 conversions, it means that the conversion rate is 20%.
This is worth remembering that not all posts will be kings of conversion. But there are some techniques that you can apply to increase this rate in your blog.
We talk more about this in post Content Upgrade: How to produce posts with high conversion rates + 6 tips and real life examples .
Bounce rate – or bounce rate – is a number expressed in percentage and indicates how many visitors have accessed a single page of your company’s website and then left without further navigation on a nearby page. Each time this happens a rejection is recorded.
Read more about it in the posts:
When someone visits your site, certainly came from somewhere on the internet. We seek to know which channel the RD of blog visitors are coming from. This is important in order to prioritize the channels that require optimization.
Here at RD, always measure the traffic of the following channels:
With the results you can track which channels grew and which fell, and from these figures trace optimization strategies.
Read more about this in the post How to make better use of each channel Digital Marketing
These metrics are analyzed weekly in Analytics and RD Station and reported monthly to the marketing department. The analysis is done in general (data from the entire blog) and specific (data for each post published in the month).
In addition to analyzing the results of the posts of the month, we also analyze the best posts, irrespective of the publication date. Thus, we can identify which posts are generating more organic traffic, which are having a low conversion rate (or high) and draw insights for future optimizations.
Another action we take here is always at the beginning of the month, send a summary report for the entire company with the published posts and how many hits each post had. Thus, employees can see what was the impact of your articles.
Is that you? What metrics you use to measure the results of a blog? Share with us in the comments!