Data-Driven Content: The Metrics That Matter

Data: Content’s Best Friend

Not everyone realizes it, but data is content’s best friend.
This is because content creators use data to leverage their work.
In fact, there are so many metrics available that instead of
asking, “What metrics can we track?” the question becomes,
“Which metrics must we track?” Answering that question involves
understanding the goal of the content in question. Knowing what you
want your content to do helps you identify which metrics
matter.

Data is important at multiple stages throughout the
content-creation process. Of course, we use data to evaluate the
success of content after it’s been published. Analyzing
performance data gives insight on traffic, engagement, and
conversions. After looking at the numbers, KPIs can easily be set
based on the desired goals and corresponding metrics. However, data
is also used before we start writing. It helps build accurate
personas and anticipate user needs, allowing writers to predict
what content will resonate with an audience.

Types of Content and Their Corresponding Metrics Website Landing
Pages

Website landing pages are among the most common forms of content
we create, and most people are pretty familiar with the metrics
associated. Page views, unique visitors, and traffic sources show
how many people are looking at a web page and where they’re
coming from. These metrics are predominantly impacted by SEO.
Ensuring the pages are optimized for SEO will cause the pages to
rank higher and draw more visitors.

Evaluating the content of a website or landing page requires
looking at different metrics. Dwell time is a great place to start,
and it tells you how much time a user spends on a page. The numbers
vary, but generally, anything under 30 seconds is bad, and anything
over two minutes is very good. This directly reflects on the
quality of a page’s content. Another important metric is
conversion rate. If the page has a desired goal, like getting
visitors to buy a product or book a hotel room, the conversion rate
is a direct reflection on whether the content is doing its job.

Bounce rate is another useful metric, which shows the percentage
of users who left a website after viewing only one page. However,
like many metrics, bounce rate varies depending on the type of
content — if a page is designed to provide users with the answer
to a question, it would make sense for the user to exit after
finding the desired information. On the other hand, if a page is
designed to generate interest, like a home page, it should ideally
have a very low bounce rate. If these numbers are poor, it’s an
indicator that the content isn’t doing its job.

Blog Posts

Because they live on web pages, blog posts are measured by many
of the same metrics as other website landing pages. However, blogs
are often designed to funnel traffic to another page, so tracking
visitor behavior can provide more-illustrative numbers. At the very
least, you’ll be able to see how many new leads your blog is
generating, as well as which posts are creating the most leads and
eventual customers.

If a blog isn’t generating enough leads, it could be due to
one of two factors. First of all, you need to make sure that enough
people are finding your blog. The pages must be optimized for SEO,
and the blog topics themselves should be informed by winnable
keywords. Once you know that the visitors are there, it’s up to
the content to drive conversions. The copy needs to be readable,
engaging, and persuasive.

Email Newsletters

Email, on the other hand, has many unique metrics to track.
Bounce rate and delivery rate show how many of your emails are
actually arriving in users’ inboxes, while unsubscribe rate and
spam complaints let you know when your content was off the mark. If
there are red flags regarding these metrics, it most likely means
that your email list needs to be reviewed. Eliminating duplicates
and inactive users, as well as ensuring you’re targeting the
right users, will help improve these numbers.

For evaluating the content itself, two of the most important
metrics are OR (open rate) and CTR (click-through rate). OR
illustrates the interest generated by an email’s subject line,
while CTR shows how many people “converted” by clicking on an
email’s call-to-action button. Finally, dividing the number of
clicks by the number of opens gives us the CTOR (click-to-open
rate). This isolates the effectiveness of an email’s body content
and shows whether it succeeded in driving conversions.

Social Media

Social media, of course, is a different world altogether. Social
media platforms are inherently more inspiration-oriented than
transaction-based, making it difficult to measure ROI (return on
investment). However, we can analyze data to identify trends and
understand user behavior. After all, by determining how today’s
users find inspiration, browse properties, and make travel
decisions via social, we’re able to predict how tomorrow’s
users will use social to plan and book their vacations.

When looking at the numbers for social media, there are plenty
of metrics to track. Follower count is the first thing many people
want to know, and more is usually better. However, bots and
inactive users can make the numbers misleading. Therefore,
engagement rate becomes a very important metric. Naturally, the
better the content is, the more users will interact with it. Just
like email, CTR is used to track conversions, and if you’re
linking to a website, you can follow the user’s journey to see if
they’re ultimately converting.

Conclusion

With so many metrics to track, and so many ways to gather data,
it’s easy to get overwhelmed. However, identifying the goals of
your content and knowing what you want it to achieve will help you
determine which metrics to focus on. At the end of the day, it’s
these numbers that inform and validate what we do, because while
the quality of creative content is subjective, data is not,
allowing us to stand by our content.

The post Data-Driven
Content: The Metrics That Matter
appeared first on HEBS Digital Blog.

Source: FS – All – Hotels – News
Data-Driven Content: The Metrics That Matter