A blog is an amazing business tool for B2B marketers. Not only is it a means of sharing valuable information with existing customers, it can also fuel your inbound marketing strategy by boosting your SEO.
According to HubSpot, businesses that blog 20+ times a month generate five times more traffic than businesses that blog less than four times a month. That’s lead generation gold, right there. Especially when your blog helps funnel traffic through the buying cycle, by linking to audience-specific landing pages, email capture pages or additional resources. But if you’re not also measuring the performance of your content, you’re missing out on opportunities to make it even better.
Here are five of the 10 metrics HubSpot says bloggers should be tracking, and what you can learn from each:
1. Page Views/Traffic
Compare your blog posts side by side and see which ones have the most page views. Which ones have the fewest? Page views are a good (albeit unscientific) way to gauge which topics are most important to your audience. They can also help you identify patterns in your content. Which headline structure seems to work best? Do your readers prefer “top tips” posts or the ones in which you offer a personal opinion? Adjust your content accordingly and you’ll likely see better results.
2. Referral Sites
Referral sources will tell you how people are getting to your blog. If you’re getting a high percentage of visitors from organic search, it probably means you’re successfully optimizing for keywords your audience is searching. If traffic from social media is low, for example, you might want to consider allocating resources to better promote your blog socially. Tracking referral sites as you launch promotions will also help you determine ROI for one channel over another.
3. Calls to Action
Every post should have a call to action, whether it’s an offer, a link to additional information or something similar. What do you want the reader to do with the information you just shared? Evaluate which calls to action are the most successful, and consider featuring them prominently on your blog’s home page so they get even more mileage.
4. Bounce Rate
The bounce rate tells you how often visitors leave your blog without visiting other pages. While the bounce rate can sometimes be a good indicator of how appealing your content is, it’s not foolproof. For example, some people come to our blog expecting to find plaid kilts for sale (a future business venture, perhaps?) and leave once they figure out we’re a marketing agency. But working to decrease bounce rate is always a good goal. Consider adding a sidebar widget with your blog’s top posts or showing short previews of the posts on your home page (instead of the entire post) so visitors are more likely to find a topic that’s appealing.
5. Inbound Links
Inbound links are links from other websites and blogs that point to your content, meaning someone found your information useful enough to mention in their own content. Examining your blog’s inbound links can help you discover new audiences or potential partnerships, and can help you identify what content people find relevant.
Are there any other analytics you measure? What adjustments have you made to your blog as a result?