An effective content marketing strategy will involve measurement and analytics that drive content optimization and conversion of leads. Based on the measurements, a marketer can devise a new strategy, improve on the existing ones, as well as maximize the impact of the existing content.
Interactive content is an effective way to keep your customers hooked to your content. As marketers toy with the idea of implementing an effective content marketing strategy using interactive content, it becomes more and more important to measure your efforts. A good content marketing strategy will involve measurement and analytics that drive content optimization and conversion of leads. Based on these measurements, a marketer can devise a new strategy, improve on the existing ones and maximize the impact of the existing content.
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But how do you evaluate the performance of your interactive content? There are a few prevalent metrics you can use to evaluate the effectiveness of your interactive content.
These are as follows:
Page Views: For any type of content (interactive or static) to become a success, you need traffic. A one-off visitor could become a regular visitor if the content you provide is interesting enough. So, to measure a successful campaign, you must focus on Page Views metrics, which will tell you how well you have promoted your content and how many users saw it.
Referrals give you an insight on the sources you are getting maximum traffic from. If you are using a mix of channels to drive traffic to your interactive content, this metric will help you determine which channel was the most effective, and help you plan your strategy around the popular channels: is the maximum traffic from a search engine, a third-party site, or social sites?
Behavioral tagging is organizing and analyzing data on how users consume your content. With tagging, you can segment visitors based on their actions. For instance, who purchased, who dropped off, who spent the most time, etc. Tagging can provide insights into how users interacted with your content, how they converted, how they reached you, and so on, which can help build a detailed portrait of a typical user from each segment.
Lead Conversion Rate: If the goal of your interactive content is to capture leads, this metric will determine how successful your content is. The lead conversion rate will help you determine which type of content – quizzes, calculators, videos, etc. get you the most leads, and where you should place your lead forms in the funnel.
Link-Out Click-Through Rate: Outbound link click-through indicates the number of users who clicked on embedded links within your interactive content i.e. how well your content drives to landing pages, which in turn determines how impactful your CTA is. This helps you plan how a visitor navigates from the interactive content to other parts of your website. If you see a good number of views to a page you link out to, your CTA is working fine, if not, you should consider adjusting it.
Clicks Per Object: Interactive content lets you share content in story form, and with clicks-per-object you can determine how many people clicked on specific elements of your interactive content. This will help you analyze how visitors are interacting with the various navigational elements. If an object is getting fewer clicks you might need to redesign its position in the architecture. If an object is in demand, you can adjust your CTA around it to derive the best results.
Average Video Completion Rate: For videos, the rule of thumb is that short videos have a higher completion rate, while long videos offer better engagement. By analyzing video completion rates and how video viewing trends vary, you can understand how well the video(s) fit into your story, which videos are strongest and what is the ideal length for your video content.
Measuring interactive content performance is a necessity, as you can track your efforts, fold in accountability into your marketing strategy and help identify opportunities and pain points.