How to Create a Better Content Marketing Strategy for Your Small Business

Every digital marketer needs a good content marketing strategy to run a blog or an e-commerce website. If the strategy is effective, it greatly helps to generate unpaid or organic traffic to the business website. How do you measure this effectiveness? It is by using online marketing content analytics tools such as Google Analytics. These tools help marketers to better analyze the performance of their content types to determine which performs best in terms of cost-effectiveness and marketing results.

When creating a content strategy, one of the most important considerations is to know your audience. If you don’t know your audience well enough, it is pretty difficult to know what type of content you can create to attract their attention better. If for instance you know what your website visitors love to read on your web pages, you can then take deliberate steps to improve those pages or create similar articles to attract more of such people to your website. You can also approach performance based on segmentation. However, what matters most is to try to use analytics results from all these efforts to maximize ROI. Just keep a keen eye on the metrics and you can take better marketing decisions. That’s all it takes.

Here are 7 important marketing metrics your business needs to create a better content marketing strategy to maximize ROI.

1. Total Visits: This metric helps to measure the number of people who visited your web page or website.

2. Brand Awareness Metric: This metric helps to track how people get to know about your business/brand on search engines, your website content or social media posts.

3. Returning Visitor Metric: This metric helps to measure the effectiveness of your website in building an audience your web content directly influences.

4. Web Traffic Sources: This marketing metric helps a marketer to understand exactly where his traffic is coming from. The information is vital to help the marketer to focus content creation on those sources. 

5. Time on Site: This marketing metric measure the time visitors spend on a business website per each visit.  This is hugely important because the longer visitors spend reading your content, the better for your website SEO and your conversion rate.

6. Bounce Rate: This metric helps marketers to assess visitors who left their websites too quickly, maybe just immediately after hitting just a single page. A high bounce rate deeply hurts your website SEO, reduces overall conversion rate and even sales. Smart marketers always aim to reduce bounce rates on their websites to the barest minimum.

7. First Visit Metric: This metric helps marketers to understand how online users find business websites and how they engage during their first visits to the websites.