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 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.