ENHANCING TRAFFIC THROUGH CONTENT

Usually 8 out of 10 pieces of content from a social media marketing firm, shows no activity when it comes to generating website traffic. But it is possible to improve content performance and create something which eventually creates traffic on the targeted website. According to us, it is not enough to see how the content performs.

This approach won’t improve the content performance, but developing it precisely will. To improve it, we need to define what the content needs to do in terms of traffic, such as drive strong traffic which engages with the content written and are organic within a certain time frame. There might be 2 articles published at the same time, but yielding different amount of traffic. One might generate over a thousand referrals in it’s early days and sustain it too. But, the other one might be a low-performing one. Inculcating a thought process which gives you an idea about one’s own content-driven performance helps in developing better content for the future. Once determining the difference between high and low performing is manageable, applying analytics becomes much easier. Apppl Combine is one such creative agency in Singapore which provide branding and communication services. We measure your performance and to measure content performance, it is needed to list out the content for the past 6 months and categorize the content based on traffic-specific metric or any other metric which is suitable for your company. Calculating average traffic performance for each category reveals deep insights about the content which actually is result oriented. A new piece of content with 100 (depending upon the current traffic situation) referrals would fall in the bottom half of that category. Upon categorizing, the results become more instructive. Once the performance analysis is complete it can be helpful to gain a better insight as to how the other pieces of content were better than the data-driven techniques with more confidence.

Every word of your content needs to be fluent in terms of understandability especially because words are dangerous, if not used correctly. The creation of great content can’t be done single handedly, but is a team sport. The moment anyone starts to apply data driven techniques in a synchronized manner to improve the results, not just in numbers but also the relationship with the target audience. The important focus should remain on not losing sight of the goal while the content is created.