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In this article we will focus on the top-level metrics that can be used to measure the effectiveness of content production on any content-based platform.
For online publications such as multi-author blogs, magazine properties and similar, the ‘Editor in Chief’ should be monitoring all the below metrics by portal and by content producer. They should be compiling these with the help of the audience development professional.
The data is sourced from the Email broadcasting software, from the web analytics software you are using (e.g. Google Analytics) and from your own internal metrics.
Whilst this might seem like an onerous task, when compiled on a monthly basis, the Board, yourself and your management team will be able to garner a far better understanding of what is and is not working on the platform.
It goes without saying that this is absolutely vital to the health and scalability of the business.
- Total unique browsers
- Total visits
- Total page impressions
- Percentage of traffic by content type
- Total conversions
- Bounce rate
- Average time of content item
- Average time on site
- Average cost per content item
- Average value to be business per content item
- Top 20 content items
- Total social media reach
- Renewal rate (by site)
- Traffic breakdown (by referral type)
- Traffic breakdown (by geography)
- Traffic breakdown (by device/medium)
- Traffic breakdown (by operating system)
- Total membership
- Membership growth rate (by month)
In associated articles published to this section of the website we will take a closer look at the relevant key performance indicators for the content team:
- Production Metrics
- Social Media Metrics
- Conversion Metrics
- Email and Newsletter Metrics
- Engagement Metrics