In the final part of our ‘Monetizing Content And Driving Revenue – Blueprint For Success Series’, we’ll discuss the importance of real-time analytics and which metrics publishers need to track and pay attention to.
According to AdWeek, there is still a lot of debate with publishers around how to measure the effectiveness of sponsored content. Do you measure on engagement, awareness, performance, a combination of the three, or all three?
Amidst the challenge of which metrics are best to track, one constant remains the same – leveraging metrics to get ahead of the curve. Seeing what is working where and when with real-time analytics is becoming more valuable as the amount of noise (content) increases continuously. And with the competition for attention from your audience rapidly increasing, the challenge to stay ahead of the curve becomes much more difficult.
Let’s take a look at how to quantify the success of your sponsored content and help you solve the challenge of which specific metrics to focus on.
Effective sponsored content relies on interaction, which is why on-page engagement makes for a key metric. One way to measure engagement is through pageviews and time-on-site (or time-on-page). The number of pageviews helps determine how effective your content promotion has been, and the amount of time your audience is spending on your site or on a particular page lets you know if you are attracting the right audience. By analyzing that data, you’ll be able to get a better sense of how and where to position your polls and quizzes, for example.
Measuring the effectiveness of how your audience interacts with your brand on social channels also implies how engaging your content is. Metrics such as re-tweets, likes, shares, replies and comments are all indicators that your audience is, or is not, engaging with your content. To take it a step further, you can even determine engagement levels against how far into your content your audience makes it.
Does your audience drop off early in the piece of content? If so, you can assume that the content is not as strong or appealing enough to drive them through to the end. Does your audience make it all the way through and leave before they input their information? If so, you might not have enough of a compelling offer, or, it could be a case where your users are not seeing the value.
Some publishers value awareness over the number of users and pageviews they have. They feel by focusing on driving brand awareness first, other key performance indicators (such as engagements) will follow. By showing your audience specific, relevant sponsored content, you will be able to track awareness.
Tracking conversations on social channels, on your blog and on other blogs as well is a great way to determine awareness. More specifically, social shares for a daily poll, discussions around a “What Superhero Are You” assessment you’ve produced, and replies are all key performance indicators you can use to measure awareness.
Performance is ultimately judged by ROI and can be measured in many different ways. But when it comes to measuring performance against interactive content initiatives, there is no one specific metric to take into account. It depends on what your goals are for each campaign – they could be to convert leads in one campaign or drive engagement in another.
For instance – if you’re looking to convert leads, you want to take lead conversion rate into account as a relevant metric to measure performance. This metric can help you determine which sponsored content pieces are converting your audience into leads. Is it better to attach a lead form in the middle of your survey, or is it better to have it at then end? Is a quiz a more efficient lead generator than a contest? These are all questions lead conversion rate can answer about performance.
Or take link-out-click through rate for example. This metric shows the percentage of users who clicked on links embedded within your personality assessment, contest, poll or quiz. Regardless of your calls-to-action (CTA), you will be able to determine how impactful and enticing your CTAs are, which ultimately helps determine how your content is performing.
Now for the good news. Regardless of the metrics you chose to measure and which interactive content types you utilize, the SnapApp platform gives you the ability to measure and analyze your interactive content pieces on over 30 different metrics. And based on your analysis, you can easily modify and re-publish content faster and more efficiently giving you the ability to stay ahead of the content curve.