To stay on top of your competition, your content must have quality and draw audiences to your site. Content drives business and brings you leads that can convert to customers.
With that said, it is necessary to evaluate just how engaging your content and how effective it is at drawing audiences. The more engaging your content is, the easier it is to convert them.
The key to evaluating your content is to break it down into different metrics and judge those individually. Such a strategy helps you constantly improve your strategy and focus on individual elements instead of going for a complete overhaul of your content.
Before we start evaluating the content engagement, we feel it is important to define what a content’s return on investment (ROI) means.
What Is ROI?
To know your ROI, you must know how well your content performs. You must consider the cost of creating your content to compare it to the return it is giving you. How do you calculate the cost of creating content in monetary terms?
Take into account the time it takes to produce your content. Find out how much you are paid per hour. Use the market rate for a content creator (for clarity) if you can’t come up with a rate for yourself.
Figure out how long it takes you on a single content piece. Multiply the hours you put in with the per-hour rate. That should give you the cost of your content.
Factor in how many people come to your site. What do they do after that? Are you getting conversions from those visitors?
Compare how much cost you incur on your content with how many people you can convert. Divide that by your cost of content. That is your ROI
Let’s get started with some ways to evaluate how engaging our content is and the metrics we can use.
A good way of measuring your content’s engagement value is if people stay on your people after a specific piece of content. Do they move on to other content pieces on your site?
Content that is not engaging will make people get bored easily, and they will leave your site quickly.
The metric to evaluate this is the exit rate, which shows the percentage of visitors that leave your site after viewing an individual page. Google Analytics is a handy tool to measure the exit rate of pages.
You need to focus on the content with a low exit rate and improve on the high exit rate content.
An excellent way to evaluate your content’s engagement is the frequency with which people share your content on social media.
Shares are even better content value metrics than social media likes. A visitor actually has to view your post to share it.
While likes and comments can be useful indicators for your content’s engagement levels, they can be slightly misleading. Shares are definite and show that the visitor enjoyed your content enough to share it.
Time Spent On Page
The average time spent on a page is also a good indicator of how engaging the visitor finds your content. If the time spent is less, they may not find the content interesting enough to stay longer.
The time spent differs by content- a long article will obviously have a higher time spent rate. Identify the pages where visitors spend the most time. Where are you going wrong with your content on those pages?
Conversely, try to adapt the content on the pages with the highest time spent rate.
This metric indicates how many visitors left your site from the same page they landed on.
It is a good indicator of your content’s engagement factor. If the visitors leave after viewing the first page, they felt no reason to browse other content.
You can improve the pages with a high bounce rate to make visitors explore more of your content.
People only link to other websites if they find the site trustworthy enough. The number of backlinks that you receive for your site is another great indicator of your content’s engagement value. If other people are linking to your site, it means your content is veritable and engaging.
Email Sign Ups
If your content is engaging enough, people will want to sign up for it. They might sign up for your email lists, which indicates that your content can convert visitors.
Organic Search Traffic
Search engine bots are also a measure of measuring your content’s engagement value. If your content is effectively engaging with search engine bots, it will start to rank higher in its results. As a result, your organic search traffic will rise. If the number of visitors driven from search increases, your content is engaging search engine bots.
View Through Rate
This metric measures who sticks to your video till the end as a percentage of the people who started watching it. It’s a good indicator of how engaging your video content is.
The view-through rate differs between different platforms such as Youtube and Facebook. On Youtube, it’s known as the average percent viewed.
To give videos a high view-through rate, reduce clutter on the video. Prevent them from being distracted by other links.
The engagement value of your content is a good indicator of how it will perform. But it is not a complete guarantee that it will perform. There is a balance to be maintained between the content’s performance value and the engagement value. Keep in mind the ROI and performance metrics of your content as well
Engaging content gets consumed more and till the end. It increases your chance of converting leads to prospective customers. Focus on the relevant metrics to ensuring your content stays engaging.
Keeping your content engaging is a constant process. You will need to keep improvising on your content. Weed out the content that does not do pass the metrics and enhance the high-performing content.