Content Performance Metrics Module

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 by
The 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 Glossary

H1 length

H1 length in number of words

Heading distribution

Presence or absence of H2, H3 and H4 headlines. The possible values are:

  • No H2
  • H2 only
  • H2 + H3
  • H2 + H3 + H4

Image count

Number of images in the article.

List count

Number of lists per every 500 words of plain text.

Video count

Number of videos in the article.

Flesch Index

In 1946, lawyer, author and writing consultant Rudolph Flesch published a readability formula in his dissertation, “Marks of a Readable Style.” That formula, the Flesch Reading Ease index, was the original Flesch test. The formula is:

206.835 – (1.015 x words per sentence) – (84.6 x syllables per word) = reading ease

Flesch’s work with the Associated Press helped bring the reading level of front-page newspaper stories down by five grade levels. Publishers increased readership by 40% to 60% with the formula.

Scores range from 0 to 100. The higher the score, the easier your message is to read.

Flesch Reading Ease 2

Score Level Words/sentence Syllables/word Estimated school grade % of adults who can read at this level
90-100 Very easy 8 or fewer 1.23 or fewer 4th 93
80-90 Easy 11 1.31 5th 91
70-80 Fairly easy 14 1.39 6th 88
60-70 Standard 17 1.47 7th or 8th 83
50-60 Fairly hard 21 1.55 Some high school 54
30-50 Hard 25 1.67 High school or some college 33
0-30 Very hard 29 or more 1.92 or more College 4.5

Aim for 60 or higher. To increase your score, reduce the length of your sentences and words.

The wikipedia definition is quite interesting.

Number of words

Word count of the article.

Number of sentences

Number of sentences in the article.

Number of syllables

Number of syllables in the article.

HTML Language

Language of the article as specified in the <html lang="en"> tag. The language of article is used to perform language-specific calculations like the number of syllables and can also be used as a dimension to analyze sites with a multi-language strategy.

Content Metrics in Optimize

Content Metrics are available in the Optimize view.

In the optimize view you can use the Traffic by articleratio to find out that articles with less than 7 words in their headlines bring twice as much traffic as those with 14+ words. Production wise the newsroom is producing more articles with 14+ words.

You can see the correlation between the traffic per article and the number of images the article has. In the screenshot below you can see that the more images it has the more traffic it gets.

3000+ word articles are absolute leaders in terms of content performance as they drive almost 10 times more traffic than articles of average length 300-600 words.

600-900 words articles drive 40% more traffic than 300-600 words 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 5.54 PV/Vs compared to 2.30 of those reading articles with 300-600 words.

To increase reading time 600-900 word articles have a very similar behavior to those with 300-600 words. Reading time doubles in articles of 1500-3000 words and slightly decreases with longform articles.

Filters can be applied as normal. It looks like the ideal H1 length for articles to get Google Discover traffic is 7-9 which drive 85% more traffic than articles with <7 words.

Content Metrics in Real-time

A brief summary of Content Metrics are available from the real-time view in articles details, section, author, topci and site views.

Considerations when analyzing content metrics

  1. Focus on editorial content making sure to filter out home and section pages. To do so on Optimizeadd a filter age of content != "Not Editorial".
  2. 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.
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