Conclusions on engagement in content marketing

[rokassha.k.h@11]

If you're connected to a bunch of sites, you can easily see which ones bring you the most traffic and filter them by the metrics I've already mentioned of time on page, bounce rate, etc.

Generally speaking, knowing how users interact with our pages is just as important as knowing who repeats them (whatever the content).

Scroll depth
It can be measured in many ways, from WordPress plugins to tools like Crazy Egg or Hotjar.

With them we can check how a user scrolls beyond a certain point, telling us how much of our content is being read and where would be the ideal point to make a call to action.

If you're interested in doing it manually and you're comfortable with code, you'll love this article by Justin Cutroni .

Rating system
Personally, I have always liked to include rating systems in argentina mobile phone numbers database blogs where the content is an important part of the conversation.

A simple Facebook “like” would do, although we can also add star ratings, for example.

If we configure them with Analytics, we can make an event trigger every time someone clicks on one of the two, so that we have them correctly aligned for later measurement.

It will also help us understand what content people like the most and what they like the least.

Achieving these things is not easy, but in addition to a good amount of traffic, we need a simple and actionable Call to Action.

Content pagination
It's probably the worst way to deliver content but the best way to measure whether the user really likes it.

Many magazines and news outlets do this, and I don't want to convince you that you have to do it, but I do want to convince you that the indicator of turning the page to continue reading content is a good metric that will not only indicate engagement, but will also lower our bounce rate, allowing us to charge more for advertising.

Heat maps
It is one of my favorites, essential in UX, and also integrated into many tools .

In-Page Analytics used to do this, but with the rise of others like Crazy Egg and Hotjar, it has fallen into disuse.

It's a strange metric but it will give you a lot of information.

First, because we will know who is clicking on that section that we thought would work, and closely linked to the above, we will have information on whether the social media buttons are actionable in the position in which we have placed them.

For example, a blog header, the vast majority usually go implicitly to the home page, even if we have a link in the menu dedicated exclusively to it.

What I mean by this is that with heat maps we know which button is giving us the best results and, in the long run, we can extrapolate this to content to know if, for example, the sidebar is fulfilling its function.

The goal would be to redesign that feature to promote participation and increase engagement.

If there are no clicks, it means that no one is using it and therefore something needs to be done.

They say that what is not measured, cannot be improved, and as you can see, the possibilities are as many as we want.

We just need to define which tools we are going to use and which metrics we are going to consider most important to measure the engagement of our content.