Pay attention to content consumers' "engaged time," notice when content is popular on social media and concentrate on referral channel performance, Chartbeat advises before then telling content marketers what to do with that information.
Content marketing is a big deal right now, with all the marketers responding to a Contently survey in December 2014 telling researchers they plan to spend on it this year.
That's why there was some mock panic on Thursday evening from content creators when New York-based real-time content analytics provider Chartbeat's dashboards weren't working for at least eight minutes.
I felt a great disturbance in the internets, as if millions of voices cried out. Chartbeat is down.
— Danny Sullivan (@dannysullivan) March 12, 2015
However, that respite allowed a content creator from Target Marketing to find tips from Chartbeat on how to optimize their traffic:
1. 'Find an Article With a High Average "Engaged Time" and Low Internal Traffic, Then Relocate It on Your Site.' In other words, make it more high-profile because consumers aren't seeing this content that clearly compels high engagement. [Editor's note: In Google Analytics, it's "average time on page." Marketers can re-order that metric from highest to lowest by simply clicking on the column, then finding articles like this one, "How Hilton Honors Its Loyal Customers," which saw only 30 pageviews during the 30 days ending on Wednesday, but nearly 42 minutes spent reading it.]
2. 'Find a Popular Social Article and Cross-promote It Across Other Social Networks.' Social consumers probably have more than one social media account and will probably engage with the content across them, Chartbeat reasons. Look up the visitors coming from social for a piece of content and see which network sent them, they say. [Editor's note: The same method works in Google Analytics.]
3. 'Optimize Your Referral Channels to "Complete the Rainbow." ' Do link efforts bring more traffic for a specific article? Reallocate accordingly. Same goes for social, search and direct efforts.