Content curation involves searching and gathering relevant content that belongs to a third party and then sharing it with the audience. Although it is relatively new, content curation is increasingly gaining prominence and popularity as more and more marketers are turning to curated content to reach their targeted audience.
As per a research report published in 2014, about 25% of the content used today is curated, making content curation an important part of over 75% companies.
Thus, it is only logical for marketers and analytics to be thoroughly aware of metrics that can help them analyze whether or not their content curation strategies are successful and thriving.
Continue reading this article to understand what metrics you should be tracking as a curator to measure your success.
Growth of Followers and Subscribers
This metric applies to curated content that is shared via email as well as on social media sites like Facebook, Pinterest, Google+ etc. Since these mediums support the concept of followers and subscribers, it is relatively easy and simple to analyze whether or not the curated content you are sharing is successful. CTR is another important factor used to measure your content curation strategy’s effectiveness. If the visitors do not click on the link in your emails, then it is pointless.
If there is a steady growth of subscribers who are signing up to receive emails, it shows that people are very much interested to catch up on the curated content collection that you are posting. Further, you can track the distribution of curated content through social media as an increasing number of followers on your page. However, remember that the number of subscribers is always fluctuating and a growth is always good, but if the number decreases below 0.2% it is time to change your strategy.
Retweets, Comments, and Shares
Again, this metric applies to content shared on social media channels. The number of ‘retweets’ on Twitter and ‘shares’ on Facebook are simple yet influential metrics to analyze and assess the path of curated content. When you are sharing articles belonging to a third party on Facebook or Twitter, you can simply track the number of shares or comments your post receives in order to judge if it’s successful.
Page Views and Frequency of Visitors
For curated content on websites and blogs, tracking and measuring the number of visitors viewing and frequenting the specific page is extremely useful. You can then compare these numbers and statistics of curated and non-curated content, thereby analyzing if your curated content is gaining popularity among the target audience. Google Analytics and bit.ly are some services which allow curators to track and measure content.
An easy way to increase page views is by becoming a market leader. As per a report, over 85% marketers agree that they use content curation as a way to be a market leader. Also, it is important to have a solid visitor base that keeps returning to your site. You can check this in Google Analytics by going under the Audience Section> Behavior and then the Frequency & Recency section. However, visitors will only return if they actually find your site to be informative and regularly updated.
Even though the metrics mentioned above are almost similar to the ones used to measure the regular content marketing, they still differ in terms of how they are applied.