If you are looking for ways to improve your content marketing strategy, you need to look for valuable metrics that can give a hint how to adjust your strategy. Here are the most important metrics related to user engagement and how you can use these indicators to improve your content marketing campaigns.
One of the first types of metrics you should pay attention to is engagement. Engagement gives insights into how users interact with your brand, mostly across social media platforms by looking at actions taken. There are multiple engagement metrics worth considering:
Focusing on boosting engagement is a viable strategy for your marketing campaigns.
Likes, Comments, Shares and Click-Through Rates
At first sight these metrics may seem simple figures, but they give a clear indication whether your content is appealing to your audience. If you find that a specific type of posts performs well, adjust your marketing strategy to include more of that.
Post Engagement Rate
This is defined as the total number of engagements (likes, shares, comments) on a post divided by the total amount of people who saw the post. This metric gives an indication how effective different types of content are. Instead of expending resources on content that reaches a lot of people but does not generate engagement, you are better off using the most effective type of posts.
This metric can be defined by dividing the amount of shares your post gets, by the total number of followers. Amplification rate measures how impactful your posts are, and how actively engaged your audience is with your brand. This can help you refine your target audience and the type of content you choose to produce.
Getting your social profile mentioned online is a positive sign. Count how often in a certain period of time a user tags your brand in their own content, for example in a post or story. This metrics gives you a clear picture of how well perceived is your brand name. Thought leaders in an industry will generally get the most account mentions.
There are several different ways someone can engage with your content. What engagement metrics you choose depends entirely on the industry and your business goals. For instance, if your goal is to spark a conversation with your followers, then you may want to measure the comments you receive on a post. On the other hand, if you want to widen your reach, you may favor getting more shares. Identify your goals are and choose what type of engagement metrics will help you measure the effectiveness of your marketing efforts.
Overall, high engagement rates indicate that you have a loyal following for your brand. If you want to increase engagement with your brand, make sure you are using best practices for each social media platform.