As digital media publishers, producing and sharing content with an audience is a critical part of a publication’s operation–but it doesn’t guarantee success. Without understanding your target audience and measuring and analyzing metrics, even high-quality content can go unnoticed, leading to poor post performance and a lack of lead generation.
It can be challenging to recognize who is reading your content, track the right publisher data analytics, and gather actionable insights. Below, we’ll cover the key publisher analytics to track and how you can create actionable insights using these metrics.
Grow Your Publisher Readership & Revenue
Put simply, publisher analytics data allows you to measure the success of your content goals. It enables you to monitor your best (and worst!) performing pieces of content so that you can better understand what digital media resonates with your audience to improve and/or scale your content strategy.
Although content strategies vary between industries and digital platforms, there are common key metrics that publishers track. The most important data to measure is content traffic, also known as page views, which refers to how many people are viewing your site and the pages within it. Ideally, you want to increase your page views over time.
When you analyze traffic data, you’ll gather important insights about your audience, such as:
This type of information is key to creating actionable insights so you can adjust your strategy. As you gather data, you can craft tailored content that targets your ideal audience.
Once you’ve funneled page views to your content, analyze search volume even further. You can use an analytics tool like Google Analytics to view important engagement metrics like impressions, click-through rate (CTR), time on page, bounce rates, conversion rates, and new vs. returning visitors–all of which provide insight into how your viewers engage with your content.
Although tracking metrics is top-of-mind during content and advertising campaigns, reviewing publisher data daily will help you keep a finger on the pulse of your audience.
An easy way to see whether your audience is engaged with your content is by reviewing your likes, comments, and shares on your site and on social media. Comments can be especially helpful, as audiences can often be direct in their feedback.
Measure this data to see how long someone stays on your page for and how far down they read. If they click on a page and immediately leave, then your content wasn’t what they were looking for. If, however, they scroll through the entire page and read it thoroughly, your content better matches search intent and is organized and engaging.
Most good digital publishers know you must have CTA buttons throughout your content, but not everyone measures how successful they are. CTAs can range from asking your audience to sign up for a newsletter, download additional content, and even register for product trial demos.
The number of CTAs within a page, their placement, and their copy significantly impact their success rate. You can experiment with your CTAs and track click-through rates to optimize their success and drive audience engagement.
Although attracting readers onto your digital publishing platform is the first and most important step, you’ll need to use your audience data to understand how they convert into long-time, returning readers and continued revenue. Here are some critical data points to track your conversion rates.
Impressions refer to the number of times your content was displayed, regardless of whether it was clicked. CTR, however, is the ratio between those who saw your content displayed and those who clicked it, and this can show whether your content is appealing enough to those who see it. In ad campaigns, CTR will reveal which ads–from a subject matter, messaging, and placement perspective–are most appealing to your audience.
Similar to CTR and CTA click rates, conversion rates show whether someone was interested in signing up for something, like a subscription, product demo, or transaction. Having a higher conversion rate means that your content is effective and more likely to generate revenue.
You also need to measure which type of conversions lead to revenue. For example, is there a CTA, publication, or audience segment that converts at a higher rate? Understanding where your traffic comes from and what drives higher revenue means you can create a similar piece of content or user experience that leads to a recurring audience.
In today’s digital world, it’s more important than ever to develop a content user experience that’s tailored to your audience and to provide easy access to quality content through platforms like Invisibly.
To accomplish this, you must track these key publisher metrics that help you better understand your audience and their intent, produce high-quality content, measure its success, and create actionable insights that ultimately inform your content strategy.
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