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— 11 Things to Consider When Creating Content

 

1: Google Analytics

A free way to track how many people visited your website and how they engaged with it.  You will be able to track their entire search funnel and determine which pieces of content your readers want.

2: Rankings

Don’t get too mired into ranking.  However, you can track how certain pieces of content are doing via Google/Bing search.  And whether they match the keywords you are targeting.  Content that ranks higher generally means you are on the right track.  If it works don’t change it.

3: Traffic

Traffic is important.  Make sure the traffic is coming from valid sources you want.  Not all traffic is good traffic.

4: Bounce Rate

Bounce rate means how long someone stayed. If you have a high bounce rate, it means visitors get to your content and immediately leave.  This is likely because your content is not relevant.

5: Repeat Visitors

You want visitors to come to your website again and again.  This creates brand loyalty and established you as an expert in the industry.

6: Engagement

Not every engagement has the same value.  A share is much more valuable than a like on social media.  The additional time to earn a share is worth it.  Creativity is still a necessary component of marketing.  Whether someone engages with your content, is semi-random.

7: Conversions

A conversion means different things to different businesses.  A conversion can be a download or it can be a sale.  Make sure to define your conversion goals early on.

8: Shares

You want to make it as easy for readers to share you content as possible on social media.  Make sure social share buttons are readily available on your content.

9: Cost per Acquisition

Be mindful that it cost money to acquire users online.  It’s a highly competitive field.  Determining what CPA you are comfortable with and stick to it.  Remember to consider research time and meetings in your calculations.

10: Abandonment

An example of abandonment is when a visitor puts an item in their cart and does not check out. It’s when a visitor has taken a step but doesn’t covert.  Creating a smoother sales funnel can fix abandonment issues.

11: ROI

Of al things ROI is most important.  If the ROI is positive, then more money can be funneled into content generation.  There is a critical point where content can pay for itself. At this point… go all in.