I got a lot of applause for my speech "Go for impact ". We are all agreed: too much focus on range causes many titles to look much like each other. While they are to survive in the long run, just have to go again sharply sit on have to make their mission and unique stories. But then most went by that unique content and there was particular discussion of how to measure impact then. I think impact varies by title and depends on your mission, what improves the life of your reader. The impact score is to demonstrate whether you succeed. And impact can vary from story to story one wants to take care of a smile while the other slightly denounces.
Perfectionist as I am, I am also prefer to ultimate impact metric. A score with an algorithm and a lot of factors, a questionnaire for users that you calibrate with quantitative metrics and perhaps with a weighting for each story. Difficult, difficult, difficult so, and it also demands much additional development work.
So to avoid that we simply fall back on page views and unique visitors - which is especially advertising metrics are - I will give you some alternative KPIs that say more about the impact of your content. Customer-ready, they just stand in Google Analytics and Facebook. No more excuses.
1. The absolute number of direct visitors
Yes, direct traffic. But the home is still dead? Indeed, the home is no longer as friendly as he was, but that does not mean that direct traffic is no longer important. Look deeper into Google Analytics: direct visitors are the people who stay the longest and visit most pages. And these are probably the people who subscribe to your newsletter or convert to other things that are valuable.
But above all these people thought about you and typed in the URL itself, or they opened the app. That means you have earned a place in their life, that your stories are indispensable. As Quartz takes: assume that no one just comes to you. Direct traffic is awfully special.
The humble assumptions Quartz, photo made on Emerce eDay
Direct traffic additionally says something about content and distribution: direct traffic to how well you are able to let people know (= distribution) how beautiful and indispensable are your stories (= content). And when they do come back regularly, you have all earned a pat on the back. So add also returning traffic to your dashboard.
Note: Look well to the absolute number of direct visitors, not the percentage. The share may indeed vary considerably as other traffic sources plummet - or rise if you scored a good viral. Kuch.
2. A declining share of traffic from social media
Recently someone said to me: "So you're a social strategist who share social traffic prefer to look down?" That's right traffic from social media is great, but people who proudly say they get 80 percent of their traffic from Facebook. should be another good scratch behind the ears.
Firstly you this quite dependent on one source of traffic. A traffic source that also works with an algorithm in which you do not already have too much influence. Moreover, it also says that the stories are apparently not worth it to directly visit a site.
Put social media therefore primarily as a showcase where you finest products displays items and give your visitors then primarily a business card bearing the URL of your shop. Or place a list at the checkout where they can leave their email address.
Also in journalism try to convert people from passers-by to regular visitors. This is reflected in a declining share social media in the figures and that's a good Friday afternoon drink it! For you readers now come through the newsletter or direct visitor and are thus much more loyal.
3. Earned social movement
The share of social interaction that we want to see rise indeed, it is truly deserved, called earned traffic from social media. This can be measured with shortened urls from the share buttons 301 redirect to UTM codes. But I can imagine that above words provide short circuit and moreover this development work should be on the roadmap and we all know how long that can last.
So here are a ready-made alternative: take the total number of sessions from Facebook and this can be found in Google Analytics. Then look at Facebook Analytics, the number of clicks from the Facebook page, and subtract it from the total number of social sessions. The same can also do with Twitter.
so:
Total number of sessions from Facebook (Google Analytics) - the number of clicks from the Facebook page (Facebook Analytics) = the number of earned social sessions
These are visits that result by your visitors themselves have shared an article that so thought: this should read my friends. This they have done by using the Facebook share button on the product page or by pasting a URL into a status update. This kind of shares will always show Facebook in the timelines , as opposed to pushing articles through the Facebook page.
Another possibility is that another Facebook page has shared the story. In that case you have made a vital story. Whether you have your PR or influencer marketing done right and that is in my eyes a little too much distribution strategy used. Well done so.
4. Referring traffic
Referring movement is all about referrals from other journalistic sites. A link from another title means that you were the first with news or that you have created something unique that others also had to find or create.
Instead of weekly most-read list circulate to the editor, you could pay attention to good references and citations. This includes the mentioned in DWDD and the presence of journalists in talk shows. That is not vanity - okay, a little over - but it also reflects the impact of the stories you make and let millions of viewers know how indispensable the title for which you work.
Meanwhile, you can tinker with that perfect impact score that shows exactly whether you succeed in your why-you-doing-what-you-do. Please let me know if you've succeeded. More suggestions for great ready-made alternatives are also welcome.
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