Contentpepper® Blog

Content tracking - only what can be measured can be managed

2019 April 10 at 18:20PM

Content marketing is constantly gaining relevance. Traffic alone is not enough - the user must be effectively interested and become a lead in order to generate economic benefits. The lead is used to identify users who fill out a contact form, download content, subscribe to the newsletter, or otherwise seek contact.

More and more companies use approved methods to acquire or retain customers on their website or app. But how is the success rate of marketing measures actually measured? And how do I find out where optimisation potential exists? Which content is successful and should be expanded? The answer is: content tracking, because only what can be measured can be managed.

How does content tracking work?

To successfully analyse content such as texts, banner ads or pop-ups for effectiveness and thus cost-effectiveness, the objectives of the relevant website must first be defined: is the goal to create wider brand awareness? Is it to up the transaction rate? It is also important to know what users value most. Once these are decided, these considerations are concretised into clear  questions, which can be used to generate appropriate content. These include, but are not limited to, content discoverability, visitor visitor experience, usage frequency of content, or number of conversions.

To enable reliable analysis of these factors, the website requires a tracking tool that records various data records. These records include:

  • Time: measuring user time spend on the website
  • Range: Measurement of all unique visitors
  • Conversion Rate: ratio between the number of users and the actual conversions
  • Bounce Rate: Number of users with only one pageview

Additional data such as the number of organic visitors, the content ROI and the ranking can also be measured. This data is used to determine measures that are used for analysis and reporting. Examples include content impressions, frequency of content usage, traffic sources, or the duration of use. Also interesting is the so-called lifetime of individual content segments: Is older content still much frequented or is it now uninteresting for the reader? If the key figures are linked with other collected user data and placed in the appropriate context (origin, used terminal, time), the different target groups can be more precisely defined. To keep track, a dashboard can be configured to provide all relevant information at a glance.

Three different sources are used to collect the data: from anonymous users, from pseudonymised user profiles or from personal user profiles. Although the last are the most meaningful data, the burden of collecting them is high: data protection regulations make tracking complicated. Therefore, it is mostly data from pseudonymised profiles that are collected using cookies. Naturally, one must take precautions to stay within legal compliance for data protection.

Added value through Content Tracking

Unlike the classic standard analytics tool, Content Tracking accurately analyses individual criteria that are relevant to the site in question. If all prerequisites are met, reports can be retrieved and analysed to get an overview of the user behavior in relation to the content. Even old data can be used for a comparison. The results can be used to optimise content or to produce new content tailored precisely to the target group. Multi-variant A / B testing is another useful way to find out why, and when, specific types of content work or not.

These actions swiftly discern which content is needed to engage the reader and create conversions rather than mere traffic. All marketing activities should be managed in such a way that they generate the greatest possible economic added value – seemingly irrelevant factors such as good or bad weather, the day of the week or the time of day...these can have an influence on reading behavior, and this can also be effectively tracked in this context.

You want to learn more about smart content strategies and the use of the latest technologies in content marketing? Then download Contentpepper’s free E-Book " Leitfaden Marketing – Strategie und Umsetzung [Deutsch]".