Content marketing is a significant investment time and money. To make sure it works for you, you need to start out with a solid plan, and once you’re executing that plan, you’ll want to stop and look at results on a regular basis.
As a content marketing agency, keeping a close eye on traffic and leads is a part of the service we offer our clients.
We also want to look at our own traffic and leads. Read on to see how we’re doing.
(To see November’s report, click here.)
Our traffic has risen fairly steadily since we started blogging regularly on Groove, and decreased only in the past couple of months when we slowed down the rate of our blogging.
(In December, we published 13 posts, down almost half from 23 in September.)
The message here is obviously, if you want a lot of eyeballs on your content, maintain an aggressive posting schedule!
Here’s a look at our monthly traffic:
In addition to the volume of traffic, you’ll also want to look at the sources of that traffic because some sources will produce much higher quality leads than others. Below is a breakdown of the sources of our traffic through December.
We see that our visitors are coming from a good variety of sources, which indicates that we’re doing a good job of promoting our content.
Of particular note is that a significant amount of our traffic (almost one third) has come from organic search – not bad for a blog that’s still less than a year old! Here are our organic leads:
We attribute these high numbers to our well-planned and executed SEO strategy.
To get truly useful data, you want to know not just your traffic numbers, but how many conversions you’re getting.
In other words, how many of those visitors are you converting to subscribers? Or, if you have online product sales, to customers? In our case, we measure conversions in terms of subscribers.
Our leads have been fairly proportionate to our traffic. June was an exception since we ran a webinar which created more leads than usual. However, in December we actually generated more leads than any month to date, even though traffic numbers were slightly lower. We attribute this to the fact that we actively promoted a number of lead magnets in December.
When assessing leads, the source of our leads is something that we pay close attention to. As you might guess, organic leads are desirable because these folks are actually LOOKING for what we wrote about.
Our organic leads actually convert at lower rates than leads from most other sources. However, most of our customers who aren’t referrals tend to come from people who originally found us from organic search. This makes sense – when you search for something online, you often assume that the top results are from authorities in their space.
Summary and Insights
Here are the highlights from December:
- We had more visitors than in November.
- Our visitors are coming from a balanced portfolio of traffic sources, and are converting from a balanced mix of sources as well.
- Approximately one third of our traffic is from organic sources.
- More content = more traffic = more leads = more revenue.
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