Social media sites are being increasingly used to distribute content and generate traffic. The job of a content marketer does not end with developing content and posting it across social media sites. You need to track the success of your content marketing efforts to know its effectiveness.
There are specific social media metrics, which, when properly tracked, lets you know the effort of your content marketing. Let us have a look at a few of the social media metrics.
According to Forrester, Engagement is the level of involvement, interaction, intimacy, and influence an individual has with a brand over time.
It is calculated based on the number of likes, shares, mentions, and comments that your post receives. It is a powerful tool that shows how your content has performed. If readers like your content, they are more likely to engage through the above means.
Here are a few engagement metrics that you should track
- Likes: If a person like the content you have shared, he is more likely to click on the like button. The more the like you receive on a post, the more the audience favors the same.
- Shares: This comes in the form of shares on Facebook and Instagram and retweet on Twitter. The higher the share, the more valuable your content is.
- Clicks: If a person clicks on the link that you have shared and lands on your website, then it shows the effectiveness of the content.
- Brand mention: If someone tags or mentions you in a post, then it shows that the post is relevant. This is another way to understand the effectiveness of the content.
Content marketing works based on mutual cooperation. When you provide your readers with good content, that is meaningful and valuable for them; they reciprocate by giving likes and shares. Thus, a higher engagement rate shows the effectiveness of your content.
Almost all social media platforms show the engagement rate for each post. For, e.g., Instagram insight indicates the number of likes, comments, shares, and bookmarks on a specific post. It also shows the number of link clicks, as well as profile visit from a particular post. This shows the relevance of the content for the viewer.
# Referral Traffic
Referral traffic is the number of visitors that visit your website as a result of content posted outside the site.
You should measure how many people have visited your site as a result of the content posted in social media. This metrics should be measured for each social media platform where the content is posted.
Google Analytics is the tool that you can use to get information regarding the traffic generated from a particular social media channel. Go to Acquisition> Social > overview to understand the total traffic you get from all the social media platforms. If you want to know how much traffic each social media platform generates, then you should go to Acquisition > Social > Network referral.
To be included in the traffic, a person should click on the link in the social media page and land on the website.
Referral traffic is a great tool to study the success of your content marketing effort. The quality and relevance of your content and the CTA you have provided in the post plays a significant role in increasing the referral traffic
Reach refers to the number of people to whom the content has reached and who have actually gone through it. This refers to the size of your audience. Higher reach denotes the effectiveness of your content.
If your content is informative and engaging, people are more likely to share the same, which again increases the reach.
Reach cannot be considered as an all-inclusive metric as all the people who have seen the content may not have engaged with it. But still, it is worth tracking!!
# Growth of Followers
If the content you share is really interesting and appeal to the readers, then you can see a steady growth of followers even without resorting to paid promotion.
The ultimate aim of any business is conversion. If a person purchases a product or avails a service as a result of content, then it shows how effective the content was.
To understand which post lead to the conversion, you can use UTM parameter in the link you are posting. This helps to keep track of the effectiveness of each content.
You can track any one or all over the above metrics to understand the effectiveness of your content marketing.