The content is fundamentally infinite. Run a Google search for a / b testing and you can spend the rest of your life reading about it.
So, in this proliferation of content, it is the retention, attention and commitment that are essential for content marketers. Our goal is to bring visitors to our content, ideally more than once, and eventually convert them in one way or another.
The conversion usually starts at the top of the funnel, giving ebooks, webinars, emails, newsletters, content upgrades, and so on. Then they will undergo an infusion campaign. .
Before starting, it is important to be aware of what is the population of Kissmetrics, what it does and who it is intended for. This video will explain it:
Let's move on to some categories of content that marketers can put in place.
1. Retention of the reader
You probably have about 10 websites that you visit regularly. Most of them visit you every day, but others visit you every day.
I regularly visit Axios, ESPN, the Kissmetrics blog (of course), the New York Times, Drudge Report, Twitter and ScienceDaily. I am a visitor engaged on these sites because I visit them regularly. Publishers like a visitor like me because I am the traffic, the page views, and the ad dollars for them. And most importantly, they get a share of my attention every day.
Would not you like your blog to be on the top 10 list? They read your blog posts, download your ebooks, and you've become a source of trust for them. Some may call you an "opinion leader" (as much as I do not like that term).
Most marketers use cohort reports to measure retention. These reports group people according to similar attributes, and then track their behavior over time. This can discover some useful data. There are also engagement metrics that can be measured by any actions that a reader can take – read an article, comment on it, share it on social networks. These can be easily measured with a simple funnel report.
But what about the simple tracking of the number of people who visited your blog at least x times over the last week, then a chart to see if it's increasing , decreases or remains stable?
The people will do exactly that. You will define your conditions (what people have to bring into the population) and see the graph.
In our case, we will define our criteria for people who have visited the blog at least 10 times in the last 7 days:
We will click on View the population and obtain our data:
At the top we see that there are currently 187 people in our population. The chart provides us with an overview of the performances week by week. This population has improved modestly, up about 2% from 90 days ago. It has remained stable over the last 90 days, remaining in the range of 150 to 200.
What is important here is to see this in the context . Say you have 10,000 readers a month and your population stays at 1,000. In this case, you know that about 10% of the readers are using your content. But if you have 1,000,000 monthly readers, this 1k population is less impressive and may indicate that you need to create more engaging content that people want to systematically read and check to see what you have published.
2. Inscriptions and conversions
In the end, what we want are inscriptions or a form of conversion. A blog that receives 5 million visitors a month but does not convert is as good as not having a blog at all.
We do not just consider traffic, nor the engagement of readers, but the effectiveness of our content to bring quality leads to our sales teams. HiPPOs care most about this and it's our job to produce relevant content that attracts our target audience and then converts them.
You can already track your conversion rate with our metrics, but it is also useful to use Populations to get an idea of the number of people passing from one drive to another.
Now the question is what is a "converter". Each team will be different. Some marketers want an email address so that they can convert that drive into an opportunity through a drip campaign. Others will qualify a free trial application as a conversion. E-commerce companies may have added an item to the cart or buy as their conversion.
Regardless of what you will consider a conversion, it's easy to follow in Kissmetrics and Populations.
You will notice that in this configuration, we are looking for people who have visited the blog and who have registered. They can not visit our marketing site, sign up, and visit our blog because they need to visit the blog before registration. If they visited the marketing site, the blog and then registered, they will be included in this population.
Not good. It is down 20% from what it was 90 days ago. We must understand why this happened.
In some cases, this may be due to a / b testing that has resulted in lower conversions. In other cases, a decline in traffic will result in lower conversions. (As long as the percentage of the conversion rate remains stable). We will have to look at our traffic to see if there is a drop that would correlate with this population drop. If not, we will have to dig deeper to see what might be causing it.
3. Blog visited x The times have not changed
Engaged readers are great, but if we do not convert them to our content upgrades, webinars, e-books, or even signups, we're not doing a good job of marketing our content (or product) .
This Population tracks the number of visitors to your blog several times a week, but never converted. It is simple to set up, just enter your criteria as "the people who have visited the blog at least x times in the last 7 days and who have not converted."
This will be done exactly as he says – follow the number of people who visit the blog regularly without converting. We can expect this population to increase with traffic, but if it displays a trend line over global traffic this could indicate that we are not converting our readership.
Let's see our population:
So about 22% increase over 90 days ago. As in all populations, these numbers must mean something in context. If our overall traffic has remained stable, we can try new tests to increase the number of our regular readers. Maybe the retargeting will help you (which would be linked to a landing page for an eBook) or other tactics that can generate conversions – exit intent pop-ups, content upgrades, etc.
As a customer engagement automation platform (CEA), Kissmetrics is designed to help you analyze, segment and engage your online audience. Request a demo today to find out more.
About the author: Zach Bulygo (Twitter) is the blog manager for Kissmetrics.