Content marketers need to stop chasing pageviews, says Herbert Lui from Wonder Shuttle. The number of people who view a piece of content has never been a perfect measure of its value or success, but in lieu of other metrics, we’ve given pageviews far more credit than they deserve. This is underscored by the tens and even hundreds of millions of pageviews that linkbait content sites like Viral Nova and Upworthy are generating, he writes in this post at The Content Strategist blog.
If you’re not chasing pageviews though, how do you measure the success of your content? This is especially challenging for small business marketers, who are far less likely to have advanced, cross-channel analytics in place to properly attribute each touch and more accurately calculate the true value of any given piece of content.
So if you can’t trust pageviews as a measure of engagement and you can’t afford an in-house team (or even an outsourced team) to analyze content marketing performance, which metrics should you focus on? Lui recommends you start here:
- Consider time spent on page or time spent on brand, rather than views.
- Use a tool like Chartbeat to measure engagement based on activities like reading, watching, clicking, scrolling and recirculation (moving from one post to another).
- Always remember to track conversion. Engagement and retention are important, says Lui, but conversion pays the bills.
What are your greatest content marketing measurement challenges or frustrations? Share your thoughts in the comments.