I don’t need to tell you how important blogs are. You’re reading this blog right now! Obviously, you’re smart enough to understand their importance — especially when it comes to content marketing.
Blogs are one of the best ways to drive traffic to your website and generate sales leads, which is why AGENCY H dedicates a whole department to making sure the ones we’re writing are the very best. But producing amazing blog content is hardly where it ends. Once you’ve got this stellar content in hand, how do you measure its effectiveness? Let’s take a look at some metrics for gaging the success of your blog post.
Want to know more about blogs and how they can help drive your business? Contact the experts at AGENCY H Inbound for your free consultation.
The more views your blog has, the better
What’s that old phrase? If a tree falls in a forest and no one hears it, did it make a sound? Well, not to get all existential, but if you write a blog and no one sees it, did you need to write it at all?
Philosophy aside, you’ve got to track the views on your blog posts. If no one is reading the blogs you’re posting, you’ve got problems — the least of which is the labor you’re wasting on writing them in the first place. A low number of views on your posts — or no views at all — could mean that your topics are unpopular and aren’t connecting with your target audience. You need to change tacks.
Compare your blog view data frequently. Compare views from this month to last month, from this month this year to this month last year, and this month versus a three-month average. If you views are going up or down, you’ll be able to see which topics are performing well and which aren’t.
Those popular, most-viewed posts can also give you insight into future offers. That way, rather than writing a 3,000-word e-book on a topic you think is right for your readers, you can look back at the top-performing blog posts and deliver a topic that you know they’re interested in.
Blog performance by subject, length, and type
When you’re looking at the top-performing blogs by views, you should start to notice a pattern: Some topics will be more popular than others. Blog posts that are over 400 words and less than 1,000 words might do better than posts that skew shorter or longer. Blogs that are news-oriented might outperform blogs that are not — or vice versa.
Conversion rates for blog CTAs
Any halfway decent blog is going to have at least one CTA (at AGENCY H, we have two — one at the beginning of a blog, and one at the end). But we don’t include CTAs just to be fancy: We include them because that’s how we convert readers into leads. When the reader clicks on a CTA, it takes him to a landing page where he enters his contact information — either to download a free e-book, set up a consultation or appointment, or sign up for a newsletter — thereby converting the reader from a passive viewer to a potential sales lead.
You can see why it’s super important to have effective CTAs in your blog, then. If the CTA isn’t getting leads, it’s not doing its job — which means your blog isn’t doing its job, either. You’re going to want to monitor those CTA conversion rates. It’s not uncommon for blog CTAs to have a click-through rate of around three percent — which is actually pretty decent. Pay special attention to blogs that have a higher click-through rate; if there’s a CTA that’s working particularly well, or aligning better the the content on the page, you should model future posts after that example.
There are a ton of other metrics you can use to gage the success of your blog posts and optimize them for conversion — just ask the smart people over at HubSpot.
Do you have questions about content marketing and blogging? AGENCY H is here for you. We specialize in blog writing of all shapes, sizes, and industries. Give us a shout to learn more about what we can do for your business.