At least eight of every 10 pieces of content flatline when it comes to generating web traffic – often the goal of many content marketing campaigns. So, how well do your pieces of content perform? It’s possible to leverage your analytics to measure, improve content performance, and create content that drives better web traffic.

Most publishers and marketers only look at general, site-level trending graphs to see how content performs. This single measurement approach is not only misleading, but it will not work if you’re serious about improving content performance. You have to think about content performance with a decent level of granularity and precision.Continue Reading

The digital marketing world is increasingly competitive and driven by content. To play in this landscape, best practices drive digital marketers and publishers to crank out as much website content as possible. The thinking is that by publishing a lot of content — specifically content that is well-written (including in an SEO sense) — traffic and engagement will follow.

Unfortunately, this is not always the case. Your competitors are doing the exact same thing, and the net effect is that a lot of relatively low-quality content is flooding the market. Rather than providing your audience with valuable information that builds trust, credibility, and engagement, this approach creates a cluttered and frustrating experience — the exact opposite of the desired effect. Continue Reading