Measuring content performance in the ever-evolving world of digital marketing is critical to success.
Beyond the familiar metrics that have defined content performance for a long time, effective content strategy is more nuanced and requires more thought to measure success. Contrary to the common belief that low traffic equals ineffective content, the problem may lie in ranking or conversion, not necessarily the quality of the content itself.
On his informative SMX Next session, Wayne Cichanski, vice president of search and site experience at iQuanti, delves into the complexities of digital content, specifically highlighting its identity and role on websites. Learn to go beyond conventional criteria and use a holistic assessment that considers the various facets of consumer interaction and engagement.
The presentation focuses on the seven crucial metrics for a comprehensive content assessment:
Match consumer demand: Align content with what consumers are actively searching for, ensuring appropriate terminology. Covering the topic journey: Content should cover the entire user journey, from awareness to consideration and decision-making. Depth of topicality: The importance of measuring how well each topic is covered, ensuring that the content is appropriately tailored to the needs of the audience. Relevance: Assess content alignment with user search intent at the cluster and individual page levels. Tone and Voice Match: The need for language, tone and imagery to resonate with the target audience and persona. Engagement metrics: Metrics such as scroll depth, bounce rate, and time on page to measure user engagement and interest. Influence conversion rate: The concept of evaluating the indirect impact of content on the overall conversion rate, taking into account the role of different pages in the user journey.
Tune in and learn how these seven metrics can guide you toward a more comprehensive and insightful assessment of web content effectiveness.
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About the author
iQuanti enables powerful digital marketing performance for global brands, with a focus rooted in data science and vertical knowledge, through a unique combination of channel management services, strategic consulting expertise and proprietary product offerings.
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