Find out what are the key metrics for interactive content you need to track today – WAU
With the metrics of interactive content measured, you can identify which strategies are working and improve those that, for some reason, did not reach their goal. The result is more efficient communication between the company and its audience, helping to build customer loyalty.
Interactive content is one of the trends for marketing and has been growing considerably in recent years. Due to a number of benefits, it manages to bring good results to companies that use them in their content strategies.
Interactive content metrics are part of the process of evaluating how the results of implementing interactive content and help to improve the indexes, according to the public feedback and the numbers collected.
Interactive content requires speed in determining these metrics, since interactivity is one of the content’s success meters. Content that people are not interested in is then content that does not reach its goal.
Find out why interactive content is important for business marketing and how to improve the metrics of interactive content, here. We will comment on some points, so that you understand better. Are they:
Continue with us and have a good reading!
Why is the interactive content strategy a trend?
The use of interactive content in marketing is one of the biggest trends in the sector and also in sales.
In addition to helping to increase interaction between the target audience and the company, generating increased loyalty and lifetime value (LTV), interactive content also helps the company understand its audience, improving the company’s persona and optimizing the consumer’s buying journey.
Other than that, the interactive content also provides an increase in the number of shares and interactions on social networks, in addition to improving organic searches, improving the SEO of the site.
In sales, interactive content also interferes positively, since it increases the generation of leads, which may even be more qualified, making SQL’s more aware of the company’s products and services.
All of these advantages have already been noticed by several companies, who have seen their interactive content metrics outnumber their results by applying only static content to their marketing plans.
According to a survey conducted in 2018 by Demand Metric in partnership with the ion interactive interactive content creation tool, it found that, for 96% of marketers interviewed, interactive content positively impacts the purchase journey.
What are the main metrics of interactive content?
Because it is a relatively new content format in marketing, some professionals in the area find it difficult to know what are the metrics of interactive content and how to measure them.
In the research we mentioned earlier, two-thirds of marketers admitted that they measure only the basics or do not do any analysis of metrics for interactive content.
Some tools dedicated exclusively to the creation of interactive content, such as ion interactive, already have some metrics in their creation platforms.
And because they are easily integrated with other software, such as CRMs and Digital Marketing platforms, they are also able to deliver more accurate interactive content metrics.
This video made by ion shows how it works. Look!
Although only 1 in 3 professionals analyze the metrics of interactive content, they are simple to be identified and evaluated. Follow!
The number of visits to the page is one of the main metrics of interactive content, as it allows you to analyze whether people were interested in the content. It can be seen by Google Analytics.
Conversion rate is a metric that analyzes whether people who entered the page and interacted with the content, became leads or customers of the company. This metric analyzes the effectiveness of interactive content.
It can also be viewed by Google Analytics or another Digital Marketing tool, such as RD Station or Hubspot.
Number of references
This metric analyzes the number of mentions to your brand or interactive content. It is important to analyze whether people are spontaneously disseminating the content and whether it has the potential for viralization.
It can be identified by BuzzSumo or Google Alerts, if you place an alert for each time the name of the company or the content to be mentioned.
This metric measures whether people found what they expected when they clicked to view interactive content and whether it is effective in directing those people to continue on the site or to take action. It is a metric that analyzes the success of interactive content.
For being viewed in Google Analytics.
Time on page
The time spent on the page evaluates, as well as the bounce rate, the success of the content. If people are staying longer on the page, it’s because they thought the content was good, that is, it was what they expected to find. It can be identified in Analytics as well.
Click Through Rate is a rate that shows the number of clicks for links that were in your interactive content.
This demonstrates how coherent the content produced is with the links and shows how persuasive the CTA is, as it takes the visitor to other places on the site, including a sales page, if applicable to the strategy.
If the rate is not good but the length of stay is good, it is recommended to test the CTA’s on the page. It can be analyzed via Analytics or other Digital Marketing software.
How to improve the performance of these contents?
Improving performance is a task that needs constant analysis of metrics for interactive content.
First of all, it must be taken into account that the interactive content, despite bringing some quick answers, must be analyzed in the long term.
Another tip is to choose the most important metrics, according to the content format and in which stage of a sales funnel it is.
And lastly, try to analyze the big picture, that is, don’t stick to a bad metric to change your entire strategy. Consider some metrics that are important to avoid making wrong decisions based on irrelevant metrics.
Interactive content metrics are responsible for showing the success of the content and where it should improve. Just creating it does not guarantee the success of your strategy.
It has allies that help in this trajectory is important. Interactive content creation tools play a key role in this. Get to know ours better!