Evaluating Page Performance is Key to Future Content Success
Evaluation is an integral part of any strategic marketing plan. When it comes to content creation, it’s important to evaluate how well (or not so well) your blog posts performed so you can learn and apply that knowledge when writing for the web in the future. One way to measure blog post performance is to look at how many views your articles received over a certain period of time. We recently rounded up our best performing posts from last summer based on views in 2014 and analyzed the top 5 to determine what we did well. We wanted to share our success with you and give some ideas to incorporate into your own blogging so you can make the most of your efforts.
Focused on a hot industry topic. (As brands become more aware of their website as an important asset to their overall business strategy, they pay attention to its performance in terms of how many visitors they receive and how long people stick around on the website. This type of data can be tracked using Google Analytics, so it’s important that business owners understand what that data really means.)
Answered a popular question we hear from our clients.
Used attractive visuals.
Provided definitions of key terms.
Helped readers put their own website performance in perspective by sharing data averages.
Offered a resource at the end of the post to help readers further their education on the topic.
Wrote about a topic that’s important to our readers. (One of our best performing blog posts of all time is titled E-blast, Don’t E-bomb: The Dos and Don’ts of Email Marketing. Since we knew our readers really enjoyed that post, we decided to write more content about email marketing, sharing more advice about other things to avoid.)
Numbered each piece of advice to organize information into separate sections.
Included a “takeaway” with each point so readers knew “what to do” in addition to learning “what NOT to do.”
Linked to another one of our blog posts within the content.
Directed the blog post at a very specific target audience. (If you try to talk to everybody, you’ll end up reaching nobody at all. Know your audience.)
Focused on a single topic.
Used a number in the title to attract readers to the post. (Readers like knowing exactly what to expect from an article just by reading the title in a search engine, in a marketing email, or in a social media post.)
Provided research to strengthen our reasoning/arguments.
Wrote only a paragraph or two about each point to stay concise.
Light Bulb Moment: What We Can Learn From Past Performance
One interesting thing about these top performing blog posts from the summer is that they were all published to the MayeCreate Marketing Blog during week days. Typically, we schedule three blog posts to publish every week, one of which goes live on the weekend (Saturday). Perhaps during the summer months our blog subscribers are more likely to engage with articles they’re notified about during the regular work week as opposed to the weekends (after all, who wouldn’t want to be enjoying the outdoors on a nice summer day?) These findings can help us prepare our blog posting schedule for the summer and optimize our page performance.
Being conscious of your blog readers’ habits is important to the success of your articles. Upon reviewing and analyzing your own page performance, look for patterns (such as the one we found) and determine how you can alter your content development process to get the best return on your investment.
Areas for Improvement
Link to another resource in every post. As writers, we sometimes get so wrapped up in our own ideas that we forget to think about how what we’re currently writing is related to another topic we’ve already published an article about. Take the time to locate keywords within your new blog post that relate to a previous post and add a link. This will help keep visitors on your site longer and also benefit them by providing additional resources.
Make sure the links open in a new window. It’s great to direct readers to other valuable resources on the web, but that doesn’t mean you should direct them completely off of your own website. If readers don’t have an easy way to navigate back to the original article they were reading on your site, they might not come back to it at all.