To have successful and effective content marketing is not an easy process. So it is important for you to analyze and measure the results of your content marketing campaign so that you can do the necessary adjustments on the next project for a better result.
So, how to determine the success of your content? Here are some guidelines that will help you to better understand in measuring and analyzing your performance by looking at these 3 different elements.
Page views is a cumulative number of individual pages that website visitors click on during a given period of time. They could reach your page in any way, by searching through search engine or by clicking through internal or external link.
By analyzing the number of page views, it gives you an idea of how good your content performance is, you will be able to see trends of your visitors, which page gets high page views and on which date does your hotel website get spikes!
- Unique Visitors
Unique visitors is referring to the number of people who visited the website. So, each visitor will be counted as one no matter how many times they have visited to the same site.
By looking at the number of unique visitors, it will help you to better understand your audience. You can identify it by doing regular traffic checks through Google Analytics.
To start collecting data of your website, behavior reports, campaign tracking, Google Analytics is one of the most popular digital analytics software. It allows you to track, measure and provide valuable insights that can help you to measure and improve your content marketing efforts.
If you distribute your content marketing through social media, then number of engagement will be the right things to measure
Track the number of fans and followers on most active social media platforms that you’re on. The number of comments and shares that your content gets are also strong indicators of engagement
Facebook Insights is one of the most powerful marketing analytics tools. Plenty of data available to measure engagement, reach, demographics, which content is performing and etc
2. SEO ResultsSearch Engine Optimization is a key in driving organic traffic and is a technique that helps your content rank higher on search engine results pages.
If your content article or your hotel website is not appear on the first page of search engine results pages like Google, we can say that your content was not optimized properly.
3. Hotel’s Revenue
- Number of leads generated
The number of potential customers that have submitted their contact information through contact forms on the website or subscribe to your newsletters
Example of Pop-up forms
- Conversion Rate
The percentage of visitors to your website that take a desired action like click and register.
For example, you’re doing content marketing about promotion for your hotels on Facebook and include the promotion link where they can click if they are interested to book.
- Return on Investment (ROI)
Measure the amount of return on investment relative to the cost of your content.
It shows how much you gained from the content marketing campaign in comparison to what you have spent.
In conclusion, the metrics mentioned above are the guideline for you on how to determine the success of your content marketing strategies. All of the information that you gained while measuring and analyzing the performance will help you to do better on the next campaign.