Creating great financial planning content doesn’t stop when you finish writing or filming a piece. In order for your content to be truly successful, you need to keep track of what happens to it after it’s been posted.
You might think you’ve created a popular blog post that solves a specific pain point for your audience. However, the data might be saying something different. So how do you measure the success of your financial content marketing?
In this article, our expert marketing team explains the top 5 metrics you should be using to ensure the success of your financial content.
1 – Traffic
Simple, but effective. Keeping track of the number of visits people take to your content is the key to understanding how successful a piece of content has been. The more traffic content gets, the more it’s engaging with your specific audience. If a high amount of the traffic is organic, this means your SEO is working and the content is high in the rankings and receiving a lot of hits. If your traffic is coming from elsewhere (such as your newsletter or social media), that indicates that your marking efforts have been a success.
2 – Time on Page
Time on page is the average amount of time all users spend on a single page. The longer they stay on the content, the more likely they are reading the blog or watching the video. Knowing how long content holds the attention of your audience is a great indication of how well the piece is hitting on solving their pain points. You can also use this metric to inform the topics and style of future content.
3 – Total Views
Total views is the number of times a page has been viewed during a set period of time – monthly, weekly, etc. This metric is a good indication of how easy the page is to find (SEO), as well as the quality of content on the page. For instance, blog posts with high page views mean that it is pulling in a high amount of organic traffic.
4 – Bounce Rate
Bounce rate is the percentage of website visits that have ended without an interaction. For example, when a user clicks to read your blog but then leaves without clicking through to any further content. Bounce rate doesn’t necessarily mean that they didn’t read the page they were on, but it does show that they weren’t engaged enough to continue further. A high bounce rate could mean that either your content is poor, your headlines misleading, or your Call to Action isn’t clear enough.
5 – Pages Per Session
Closely related to bounce rate, pages per session data shows you how many pages visitors have viewed before leaving your site. This is important because a low bounce rate could give you a false sense of success if you don’t take into account pages per session. If visitors are only clicking through to one more page before leaving, it could mean that the rest of your content isn’t up to the same standard as the first content they engaged with.
Clients Plus specialises in creating high-quality digital content for financial planners, including blogs, articles and videos. If your content marketing metrics are looking low, sign up to Clients Plus today. You’ll receive a free piece of expert-created financial planning content!