Mobile, tablets, websites, oh my! The plethora of digital media platforms has caused some niche publishers to become wary and weary of how to best measure their digital content effectiveness. Some experts claim the digital metrics that brands use are all wrong, some say it’s the death of page views, others lament the trick behind the click-through rate.
But small-to-medium niche publishers without huge IT budgets have to somehow measure their digital content in order to get better at lead generation, brand awareness, ad monetization and thought leadership, right?
Are you currently using all 7 simple measurements below? They’re pared down, but it’s a start:
- Engagement: Contests, a “Who’s Who” feature, webinars, photo-sharing and reader-generated content can all work well for B2C, B2B and Associations.
- Social activity: Always, always have a share button on your site. Follow and track your visitor social activity. This will also enable you to anticipate what topics your niche audience wants to read.
- Visitors: Consider new and returning visitors and break down into seven-day, 30-day and all-time.
- Time: Track the time visitors spend on ads and content to determine effectiveness and areas to improve.
- Downloads: Track the number of times your app, e-newsletter, white papers and other sign-up opportunities are downloaded by visitors.
- Conversion: Track actual registrations and purchases. Develop a target ratio for online activity to conversion.
- Retention: Measure not only annual subscriptions but the percentage of subscribers that renew after a 6 or 12-month period.
Then use these digital trackers to develop a defined, consistent social strategy, (using Pinterest, Facebook and Linkedin, for example) that will extend the life and interest in your content and attract new readers.
More in-depth from the Digital Marketing Institute: A practical guide to understanding the effectiveness of digital content marketing metrics
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.
Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau–Niche Media’s Grand Poobah–also created a blog all about creating and marketing targeted events: blog.NicheEventNation.com Check it out!
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