Establishing and managing a corporate blog requires more than just writing content and sharing to social media. Measuring your success can be a bit tricky when sales are not the bottom line. However, there are many ways to prove that you are providing value to your readers. Let’s go over the top 5 ways to measure the success of your corporate blog.
Google Analytics provides free and enterprise-level analytics to measure web, app, and digital data to gain customer insights. This system provides detailed information into how long someone was on your website, what website led them to you, and more. If you are utilizing Google Analytics to measure the success of your blog, the first section you should look at is the Audience overview. This section gives you a snapshot of a few key metrics:
Visitors – The number of visits to your website.
New Visitors – The number of unique views to your website. Analytics removes multiple visits from the same IP address.
Bounce Rate – This rate identifies the percentage of visitors who leave your site after only viewing one page.
After the Audience section is Acquisition. The acquisition overview page will give you high-level details on where your web traffic is coming from. For a deep-dive into your referring websites, you can review all traffic and then filter to channels. The channel view provides a breakdown of organic traffic, social media traffic, and referring websites.
This is important for a number of reasons. First, knowing where your traffic is coming from will provide insight on where to focus your time and resources. Secondly, this information will also tell you where there is room for growth. If very little traffic is coming from social media, it may be a sign that you should focus on sharing and promoting your content in that arena.
Understanding these key metrics will help identify where to allocate human and financial resources.
Highly Shared Content
It’s no secret, shareable content leads to higher engagement and blog traffic. When creating your content strategy, be sure to focus on the questions that your audience will need answered. Creating helpful, human content will set your blog up for success. (embed: corp blog success) Here are some helpful tips to create shareable content:
- Use current events and trending topics in your posts
- Answer important questions
- Create content that is universal
- Use lists (i.e. 10 Places to See In Vegas)
- Interview important people
- Educate your reader
High Conversion Rates
Conversion rate metrics will vary based on the nature of your corporate blog. Blogs with a CTA (call-to-action) can measure success by the number of completed actions from the blog. Inversely, if you have low conversion rates, Google Analytics can provide insights on which pages customers exit your website. This can be pertinent in understanding which topics your customers find interesting. Blogs are unique in that many times you are not selling a product, but rather sharing information in hopes of gaining something. Many companies offer an e-book or webinar in exchange for an email address.
Here are a few CTA’s you may see in a corporate blog:
- Blog subscription
- Share (email or social)
- Connect to social
- Tweet request
- Do (this) for additional useful information
A Healthy Subscriber List
Encouraging your customers to provide their contact information—namely their email address—makes them more likely to engage with your content. Having a subscriber list also means that you can send them updates each time you post a blog and you can build a newsletter repurposing the content you have created. Additionally, this list also provides the opportunity to remarket to these customers through other email campaigns down the line.
Ways to build your subscriber list:
- Offering a free e-book or webinar for their email address
- Guest blogging
- Making friends with other niche bloggers
- Sharing your blog on social media
- Creating a pop-up that collects your readers email address
- And more…
Engaged Comments Section
Blog sites offer the ability to allow comments and responses from readers. Interaction in this section could be a sign that people find your content useful. Encourage comments by leaving your readers with a question. If providing information about a trip to Vegas, ask readers to tell you their favorite attractions in Vegas. This opens up communication and encourages your readers to interact with your brand. The comments section not only engages, but it also legitimizes your content. Readers will then see that other people are reading your content, which in turn makes them trust your content more.
Corporate blogs can be a hit with a little time and effort. Read Part I and Part II of our corporate blog series and let us know if you’re having success. What are the different ways your company measures success?