No matter whether you are a content marketer or content creator, measuring the effectiveness of content is utmost essential in order to enhance the effects. Writers put their precious efforts in creating an original and interesting piece of content; hence, it is their primary responsibility to measure the success of the content. Previously, we were focusing on the number of page views/ visits or bounce rate to measure the content quality. But now, the standards have been changed and the effectiveness of the content will be evaluated on the below mentioned metrics. Consider the points while composing any piece of content.
Total Time Reading (TTR)
The first thing that should be accounted is Total Time Spend in reading the content. The good content retains the attention of the readers and encourages them to read the article. Reader’s behavior is necessary to be gauged. Along with page views, check the total time spent on the posts. Less time refers to the less engaging content. Hence, enhance the richness of the article.
A cumulative metric, Total Time Reading (TTR) measures the total number of minutes spent reading the content. Let’s understand the concept with an example, if 10 visitors are reading your article and each spent 01 minutes then the total reading time would be 10 minutes.
Scroll Depth & Time on page
Another aspect that helps you in evaluating your articles is scroll depth. It is somehow related and similar to the Total Time Reading. If people find the content interesting then they will surely move forward to read the entire article. More people scroll to read the more content, more time they will spend on the article. Hence, it is necessary to check how many people are spending how much time. In addition to this, check the flaws of your article and make it prefect for grabbing the attention of readers.
With the increased usage of social networking sites, content authenticity and engagement will be considered on the basis of its virality. More number of likes and shares provide an estimated picture of content quality.
BuzzFeed quantifies the “Social Lift” as follows:
((Social Views)/ (Seed Views)+1)
Also Read, How to Scale Content Marketing Activities?
Steps to Improve the Effectiveness
The amendment in measuring the content effectiveness leads to the introduction of new standards for creating content. Previously, writers focus on the grammar, readability, and uniqueness of the content, however, in addition to this few more things have been included such as storytelling, Infographics to enhance engagement of your readers.
Make Heading Attractive & Catchy
Compose an irresistible heading of your content. Heading is the primary thing that grabs the attention of a reader. It is better to include numbers and personalise message that makes the readers curious about the details.
Provide Facts & Stats
Valid statistics and factual data will enhance the credibility of your content. People will love to check the actual analysis and research that will help in growing their business.
Include Storytelling Technique
Storytelling is a method to create your content in such a way that will help in engaging readers. Readers love to scroll down to know the complete story. It builds curiosity and eagerness. So, always try to portray your article in the form of a story.
Insert quality Images
People avoid reading the article with plain information. If I tell you my experience, then trust me I will not read the article which contains lots of information but without the image or subheadings. I just spend 05- 06 second to have a glance and it the starting paragraph the information is not helpful then I will literally close that article. I am sure you don’t want your readers to do that. Hence, include some attention-grabbing interesting images and infographics with sub-headings that hold the reader to your content piece.
Also. Read How to Increase Content Quality
Checking the content effectiveness through lead generation is a traditional activity now. If you want to enhance the content quality and customer retention then enhance the total reading time, scroll depth and social lift. Viral content is likely to be preferred, hence, make viral posts in order to engage your readers.
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