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Usually, businesses develop content marketing strategies to meet specific business objectives. It may be spreading brand awareness, driving web traffic, generating leads, improving business conversion, etc. To develop the right strategies as a part of content marketing services in Charleston, SC, marketers go through a series of steps. These include audience research, selecting the right channel to distribute content, creating the right form of content, content scheduling & repurposing & many more. Once you develop strategies & put them into action, you will start getting results. But how would you measure whether your content marketing campaign is successful? In this article, we are going to share important metrics that would help you to measure the success of your content marketing campaigns.

Web Traffic

The ultimate objective of publishing content on your website consistently is to drive traffic. Therefore, to measure the success of your content marketing campaign, you must measure traffic. You can measure traffic in terms of various aspects. It can be the total number of visitors to your web page and the number of views different pages on your website receives. Additionally, you must also check whether a single user has visited your page multiple times. The total number of times a visitor views your page will be calculated as one pageview. You can check your site’s analytics to get all the traffic-related data.

All the data related to page views would help you understand the number of traffic coming to each page on your site. You can further check the source of the traffic. It means that whether your visitors find out about your site from search engines or different social media platforms. It would help you to plan your content strategy in the future. For instance, if the majority of your traffic is generating from social media channels, you must focus on creating more content for social media. A digital marketing agency Charleston, SC can help you determine the right digital marketing strategies to focus your content marketing on to improve web traffic.

Conversions

Conversion is not only about business conversions but also implies other actions that you want your audience to take. It can be clicking on the links to the other pages on your website, signing up for newsletters, downloading an EBook, etc. For B2B brands, the ultimate objective of conversion is generating leads & converting them to business. Therefore, you must track every step of your buyer’s journey. Depending on the nature of your business, you may set up content marketing strategies to encourage different types of conversion. It can be to spread brand awareness, improve authority & also the total number of sales. In such cases, you might consider other metrics such as engagement & social shares. Consult a digital marketing agency in South Carolina to create the right content to improve conversion.

Engagement

This metric helps you determine the quality & relevance of your content. Higher traffic is proof of the fact that your content is efficient to encourage your audience to click on your website links. However, if they do not engage with the same, the purpose of your content marketing strategies would be lost. Check out the time your audience is spending on your site & the number of pages they are visiting during each session. The more time they spent on your website & navigate through other pages, the likelier they are to turn into leads & actual customers. In Google Analytics, under the Audience Overview section, you can get data concerning sessions & visitors. If you observe a higher bounce rate, you can make changes to your website in terms of content & other important aspects, to reduce the same.

Additionally, the content that you share on various social media channels, check whether your audience is engaging with them through 'Like', 'comment & 'Share.' Besides, also check the number of web traffic you are driving from your social media channels. Both these actions imply that your content is indeed engaging.

SEO performance

When it comes to driving web traffic, you cannot solely depend on social media channels. You have to check whether your business website is ranking high on SERPs. For that, you need to measure your SEO performance. Creating quality, relevant & useful content is not sufficient if you do not optimize the same with relevant keywords.  An SEO company in South Carolina can help in optimizing your content to improve its visibility on search engines. In this regard, you must note that rankings do not stay static & fluctuate from time to time. Consistently creating web blog & optimizing them with relevant keywords will help you gain better rankings on SERPs over time. Better SEO helps to drive more traffic, generate more leads & improve business conversions.

Authority

Unlike the other metrics mentioned above, it is not very easy to measure the authority of your business website. However, it is still significant to measure & improve the authority of your page with time. The higher authority will not only help in improving your SEO but also drive more search traffic. Additionally, it will help you earn the trust of your audience that will eventually build brand recognition, & improve conversion rate. Earning backlinks from authorized sites, social mentions of your brand, etc also indicates the fact that the authority of your brand is improving.

Social Media Optimization or SMO is the process of using different social media channels to improve your brand’s online presence. It is a significant aspect of your overall digital marketing strategies used to improve brand awareness & connect with your customers. Additionally, it is an important step that you must conduct to make the most of your social media marketing campaigns. In this article, we would share with you a few social media optimization tips to get better results for your business.

Optimize your social media profile

While many brands might have created social media profiles for their businesses, they do not put adequate efforts into optimizing the same. Consult social media marketing companies in Charleston for optimizing your social media profiles. The following are the three key areas where you should focus to optimize your profile -

Profile photo - While adding a photo to the social media profile of your brand, ensure that it must contain your business logo.  Since the profile photo is the first thing that your audience would notice about your page, it would help in building your brand recognition.

Username - Use the same username consistently for every social media profile. It will help your audience find your business easily on social media.

Bio - Remember to fill up your bio information correctly. Clearly state what your business offers & include relevant keywords in them. Also, provide important information about your business that would be useful to your audience. These include your business contact number, address & the URL of your website.

Keyword Research

Keywords play a major role not only in terms of SEO but also for your social media. Research & find out the topics, keywords & hashtags your audience usually uses concerning your industry. It would help you to optimize your social media profile & the content to drive more traffic to your page. While selecting the keywords for your social media campaign, take the help of tools that are specific to social media. The reason is that people use different keywords for social media than the ones they used on search engines. A digital marketing agency Charleston, SC, can also help in selecting the right keywords for your social media campaigns.

Optimize your content

Social Media offers you a great opportunity to share your content. A part of your social media optimization strategy is to optimize your content as well for your audience. Usually, you can post two types of content on social media - original & curated. Original posts are the ones that you publish on your brand’s social media pages. On the other hand, curated content are the ones that are shared from various web sources. Agencies offering content marketing services in Charleston, SC, can help to create the right content for your social media marketing campaign. Consult them to create original content for your social media pages.

Since the headlines of your content will catch the attention of your audience first, it is important to use a relevant & attractive headline for your content. You can test different headlines to determine the one that resonates best with your audience. You can also use multiple headlines for the same content. It will make your content appear fresh & allow you to promote the same content multiple times. You can also optimize the images of your content by adding relevant hashtags or even conduct keywords research to find out relevant & trending topics. This type of social media optimization would help in improving audience engagement in the form of 'Like,' 'Share,' 'Comment,' etc.

Use hashtags

Hashtags are an important part of social media. The reason is that the audience uses hashtags to come across exciting & trending topics on social media. Therefore a useful social media optimization tip is to include hashtags into your social media advertising campaigns. Using hashtags in your posts helps them to reach a wider audience. As a result, even the part of your audience who are not following your brand can view your posts if they search the same hashtags. Social media marketing companies in Charleston can help in finding out industry-relevant and trending hashtags for your campaigns.

However, while using hashtags offer various benefits for your business, refrain from using irrelevant hashtags to drive traffic. Additionally, you can keep an eye on industry influencers to find relevant & trending hashtags that your audience usually would search. It will help you to drive traffic & appear more on popular searches. To ensure that your posts reach relevant leads, you must determine the right hashtags & use the same as a part of your social media optimization strategy.

Focus on a posting schedule

An important part of social media optimization is publishing posts on your profile. Find the right time for posting on various social media profiles. The reason behind this is that your audience will not be available online all the time to engage with your posts. Depending on the platform you are publishing your content & your audience, you need to determine the posting frequency. Certain social media platforms are ideal for posting multiple times a day. Following the right posting schedule will help you reach the right audience at the right time.

Search Engine Optimization or SEO plays a vital role in improving your website’s online visibility. However, you need to be patient in your SEO efforts as these take time to show significant results. At the same time, you need to monitor the results from these efforts to understand how well they are performing. These reports will help you understand the campaigns that are successful and also identify the ones that you need to discontinue or modify. While hiring an SEO company in South Carolina, ask them to send you regular reports so that you could check the performance of the SEO campaigns for your business. It is not easy to measure the success of your SEO campaigns, as it involves an in-depth analysis of multiple factors. If you have just started with SEO campaigns for your website, you may find this article helpful. Today we are going to discuss some of the vital SEO metrics that would help you to evaluate the success of your SEO campaigns.

Quality Organic Traffic

The organic traffic to your website means your web visitors that find your website or blogs on search engines. It does not include visitors from paid PPC ads. It is said that the ultimate goal of SEO is to improve the number of web traffic. Hence, by regularly monitoring your web traffic, you can understand whether your SEO efforts are successful or not.  

However, we would also recommend you to go a little deeper for better insights. Instead of a higher number of web traffic, you should focus your SEO efforts on driving quality web traffic to your site. Check insights such as the number of pages your audience is visiting once directed to your site. Additionally, check the duration they are spending on web pages and your bounce rate. These facts will help you understand whether your audience found your website to be relevant, interesting, and engaging. It will further improve your rankings. On the other hand, if you are receiving higher traffic, but the bounce rate is also high, or if your audience is not spending enough time on your web pages, it means that the keywords you are targeting as a part of your SEO strategies are not working well. As a part of SEO services in Charleston, an SEO agency can help you in targeting the right keywords that would help in driving quality traffic to your website.

Check keyword rankings

Keyword ranking is one of the important metrics to measure SEO performance. While searching for a brand or certain products or services, people usually use a set of phrases or words (keywords) on search engines. Search engines, in turn, displayed relevant website links as well as advertisements on SERPs (Search Engine Result Pages). If your website is ranked higher for specific keywords, it will help in spreading brand awareness, improve online visibility, and improve web traffic. A decline in your keyword ranking can harm the flow of organic web traffic as well.

Check conversion rate

Though improved online visibility or earning higher web traffic is great for your website, you should focus on converting visitors to customers. Conversion means how many web visitors have completed the call-to-action you wanted them to take, such as signing up for newsletters or a free trial or purchasing a product or service. Improved conversion rate implies that your SEO efforts are indeed successful. With the help of Google Analytics, you can track the conversion rate on your website.

Check backlinks

When other relevant and high-quality websites link to your website, it is likelier that your website would rank higher on search engines.  Getting a higher number of backlinks from authoritative sites can help in outranking your competitors on SERPs. Additionally, they also help in making your website credible and gain the trust of your audience towards your products and services. Again, getting backlinks from spam websites can run the risk of getting your website blacklisted by search engines. Hence, while taking initiatives in earning backlinks from a reputed site as a part of your SEO campaign, it is equally critical to check the sources of your backlinks. It will help in preventing your website from getting blacklisted or penalized by search engines. A trustworthy SEO company in South Carolina can help in checking the sources of your backlinks. They can identify whether any suspicious website is linking to your website and remove them.

Check your spam score

Another factor you need to check while measuring your SEO performance is checking your spam score. Your spam score can affect the domain authority of your website and its search rankings by extension. It defines the trustworthiness of your website. It is graded on a scale of 0 to 17, where 0 implies the highest level of trustworthiness.

Taking a cue from our previous point, when your website has inbound links from a low-authority website, it can increase your spam score. Again, if you link to a website with higher spam scores, it will impact your backlink profile and increase the risk of you getting penalized by Google.

A higher spam score is harmful to your website's authority. Therefore, always monitor your spam score regularly. If you find them increasing, you must take steps in lowering them. Checking your spam score, identify the poor quality backlinks, and eliminating them can help in preventing your SEO efforts from becoming wastage.