Tips on Determining Content Effectiveness

Effective online content will make the biggest impact on your target audience. Along with capturing their attention, effective content can also drive actions, such as buying a service or product, visiting a landing page, or downloading an informational packet.

To determine whether your content is truly effective, you must consider certain key factors. By answering the following questions, you can tweak your marketing strategy when needed to ensure the best possible results.

Does Content Address the Full User Journey?

The user journey includes the following steps:

  • Awareness
  • Evaluation
  • Consideration
  • Purchase
  • Retention

For example, you may create a blog post with information on products to assist users in the awareness stage. As for the purchase stage, placing strategic calls-to-action on your website can facilitate a purchase or entice users to perform some other action.

By creating content that addresses each one of these steps, you can travel along with users and meet their needs at every part of their journey.

Are You Using the Right Tone When Developing Content?

Tone is a major consideration when crafting effective content. The right tone will match the demeanor of your target audience, but it should also suit the product or service you’re offering. The tone of your content can be serious, playful, direct, supportive, or relaxed, and utilizing the right tone will make your target audience feel right at home on your website.

Are Key Metrics Indicating the Success of Your Content?

Reviewing the following metrics can help determine whether your marketing campaign is resonating with your audience:

  • Returning Visitors – These are visitors that have been to your website in the past and have felt compelled to return. A high number of returning visitors shows that people gain value from your website, while low returning visitor rates mean that users are likely finding fault with some aspect of your content.
  • Session Duration – Session duration shows how long users interact with pages on your website. Low session duration rates indicate that your content is not as engaging as it could be.
  • Conversion Rates – Conversion rates are expressed in a percentage, and they inform you of how many users took a specific action. Conversion activities can include making a purchase, clicking a link, and many other actions. A low conversion rank indicates that your content is not as effective as it could be.

Is Your Website Making the Right Impression on Users?

Our talented team of content specialists at have helped businesses all over North America develop engaging, informative, and entertaining content. We also utilize monitoring services to make certain that your online presence continues to resonate with your target audience. Please call (505) 821-2000 to schedule a consultation with our team. If you have any questions, feel free to contact us for more information.