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This post details how to do content promotion optimization with Nudge. Nudge is an analytics tool that helps content marketers drive performance. Content analysis requires art and science, which Nudge seeks to address through providing traditional metrics and attention & engagement metrics which show how readers are engage with the content.
Nudge enables additional analytics on content promotion sources, providing extra metrics like:
- Attention, measuring second by second how much attention a traffic source is driving.
- Bounce rate, but updated to measure if someone engages in your content or not.
Why the need to update bounce rate? Well a reader might click an article, read it fully, and then they are done. They have received value (and so have you). Traditional bounce didn’t capture this, and in turn over reported disengaged users. This measure is more accurate.
To help organize content promotion sources,
- Nudge will auto detect where traffic comes from.
- Nudge also supports existing UTM parameters.
- You can build out your own sources.
In the enterprise version, firms doing large content promotion buys, may benefit from Distribution Insights which provides more metrics.
This enables metrics per content promotion / traffic source (people, impressions, attention, bounce, avg scroll), and to pull apart, creative, placement and publisher.
Read more on how to optimize programmatic ads.
Sign up to Nudge to access these metrics.
- First you need to sign up to Nudge, click the sign up button.
- Enter your email and a password, or log in with Google.
- Enter the domain that you want to track.
- Nudge will then give you a tracking code. Install that code on your website.
- Ensure you have parameters on any specific traffic you want to optimize.
- Check back to see your data.
- Visit a particular piece of content to see how audiences are consuming after they click.
- Visit the Overview to see how overall traffic sources are doing.
Tactics for optimizing content promotion sources
- Ensure a traffic source is driving, at least your average attention. This means it is contributed value.
- Compare paid sources against the organic sources.
- Optimize to more attention, and decrease away from high bounce, low attention sources.
- A disparity between ‘clicks’ from a paid source and ‘people’ may mean a lot of accidental or repeat clicks.
Post-click metrics are a valuable datapoint, they help reflect what the user is doing after they click. This is a strong signal of intent and quality of upstream sources.
If traffic sources are driving low attention, it could be an indicator of bad placements, accidental clicks, fraud (!), targeting or creative.
Low attention sources that are still converting, may indicate a source, that is contributing to the purchase journey. But is doing so piggybacking off prior efforts.
Related reading:
- Introductory Guide to UTM Parameters
- Guide to Analytics Discrepancies
- Guide to Content Marketing Analytics
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