Marfeel calculates different factors that can contribute to the traffic and engagement rate of articles. The content performance metric you choose to evaluate the efficiency of your content depends on its goal.
The Content Performance Metrics Module allows Analysts, Audience Managers, SEO Managers and Chief Editors to understand the correlation between audience, engagement and characteristics such as text’s length, headlines, structure and the presence of visuals.
Some of the metrics are inspired byThe State of Content Marketing report by Semrush which reveals findings to build winning strategies based on data.
Content metrics can be used as well to identify and understand the editorial production performance. Are articles in a section lighter than in another? Is an author producing longer form articles than another one? Does everyone follow a common structure, content length and visual richness?
Content Metrics in Optimize
Content Metrics are available in the Optimize view.
In the optimize view you can use the Traffic by article ratio to find out that articles with headlines of a certain length bring substantially more traffic than others. Here you can see that the newsroom is producing more articles with long titles (13+ words), but there’s an opportunity at the other end of the spectrum with articles with very short titles.
You can see the correlation between the traffic per article and the number of images the article contains. In the screenshot below, you can see that the more images an article has, the more traffic it gets. There is space for optimization here, as this publication has a lot of articles with a single image while articles with multiple images perform substantially better.
Here you can see that articles between 1200 and 1500 words are the leaders in acquiring traffic, followed by the segments on either side, 900–1200, and 1500-3000. Presently, short articles are bringing in more traffic overall, but that is probably due to there being so many more of them. This publication could therefore explore writing more medium and long articles.
Content Metrics in Explore
The explore view van be used to plot metrics over time breaking down by any of the Content Metrics dimensions.
Users that read articles with 600-900 words average more pageviews per session than users that read shorter or longer articles. In this example, this publisher has already optimized for this behavior, producing more articles of the length that deliver higher PVs/user.
Reading time rises with length up to 600-900 word articles, which have a very similar behavior to those with 900-1200, 1200-1500, and 1500-3000. Reading time increases again in articles of 3000-5000 words and slightly decreases with longer articles.
Here we see how filters can be applied to drill down into specific channels. In this case, it looks like the ideal H1 length for articles to get Google Discover traffic is >13 words, with articles with long titles acquiring more traffic than all other segments combined.
Content Metrics in Real-time
A brief summary of Content Metrics are available from the real-time view in articles details, section, author, topic and site views.
Considerations when analyzing content metrics
- Focus on editorial content making sure to filter out home and section pages. To do so on
Optimizeadd a filterage of content != "Not Editorial". - Content metrics are very sensitive metrics that can change significantly across sites and sections. Drill down on a section by section basis to make conclusions.