Content Marketing Metrics: Understanding the In-and-Outs (Part 2)

Last week, we covered five points on how to understand content marketing metrics. Here’s part two!

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1. Page Depth

A site’s page depth is the number of pages a viewer visits on a site within a single browser session. Basically, this refers to the number of times a website is visited by using an open browser window or tab. It can be used to measure the effectiveness and user interest of a site, based on the number of times it is accessed.

2. Session Duration

This refers to the total amount of time that a user spends on a site. The longer the session duration, the more likely readers are engaged with published content. Do note that when using programmes like Google Analytics, the session duration may be shorter than expected. This is because of the unique way Google calculates the total duration. For a more detailed explanation, this article deftly covers it.

3. Return Visitor Rate

One achievement in content marketing would be when a site’s published content is interesting enough to keep loyal users coming back for more. The return visitor rate could be calculated as a percentage using the number of return visitors over the total number of unique visitors. A return rate of 30 per cent is usually sufficient, providing a good mix of recurring and new users for the site to grow organically.

4. Content Backlog

A fundamental aspect in any content marketing strategy is to build up a solid database of different subjects that engages your target audience. However, it is more than just about creating pages upon pages of information. Is anyone noticing what you are publishing? Monitoring the content backlog metric helps sites find out how quickly readers are absorbing their content.

5. Content Throughput

Lastly, it is just as important to keep track of a site’s ability to consistently produce fresh posts. Content throughput refers to the amount of content each team member or team as a whole is able to contribute in a set period of time. Granted, a higher rate of content throughput is always welcome, though it shouldn’t be done at the expense of quality. After all, content writers are not machines!

Remember, metrics are there to help you make the best out of your campaign strategy. With these terms handy, you will be able to optimize your content plans to capture the largest audience possible!

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