As 2016 winds down, it’s a great time to evaluate your blog’s performance to identify your top content.
Why Focus on Past Top Content?
Identifying your top content on an annual basis informs your content marketing decision making process. Digging a little deeper helps you understand trends in your industry, focus areas on which you’re a leading authority and gauge interest levels of your audience.
This knowledge is the basis for growth – improving the underperformers, re-promoting the best of the bunch and understanding where to put your content marketing resources going forward. Let’s look at three ways to find your top content.
Perhaps the easiest data-driven method for identifying your top content, Google Analytics gives you several metrics to judge against. Sessions (visits) and visitors are easy targets. I recommend you also consider the top landing pages, time spent on site, and the number of pages viewed to get a “big picture” assessment of what performs well. Cross-referencing a few metrics brings qualitative assessment to your quantitative stats. While some pages might be getting more traffic and visitors, engagement on your site matters more in most cases – especially if you’re planning to re-promote your top posts.
While Google Analytics shows how well your content performs on your site, social engagement metrics can help you find the top content across social. Basics include organic reach and retweets. Be sure to look also at comments, shares and new followers to see how engaged those viewers are. If you haven’t already done so, now is a great time to identify who has already shared your content, making it easier to serve up similar posts to them and engage those influencers.Identifying your top content on an annual basis informs your content marketing decision making process. Click To Tweet
Leads and Conversions
It’s difficult to overstate how important leads and conversions are when searching for your top content. If you’re using UTM coded links in your posts and across social networks for sharing, your CRM will be able to identify which content funnel resulted in leads and conversions. It’s worth some content analysis time to understand what worked well in any given post – timing, new product/service, video/images – to see if those factors can be incorporated into future posts (or added to existing underperformers).
Promoting the Best
Your top content list has enormous value – you’re holding the keys to additional traffic, engagement and leads. After a quick edit to ensure the posts are still up-to-date and relevant, put your content to good use by systematically re-promoting existing posts. Done manually, this can boost KPIs across the board without the resource cost of new writing and editing.
In our next post we’ll teach you how to automate aspects of this process using bulk scheduling tools.