Every nonprofit knows that good content is king. If you think your website is filled with outdated and boring content, you may be questioning how well you are engaging your activists and donors. Heck, even if you think you have awesome content, you are probably asking yourself the same the question. Here’s some great content metrics that strategist Jay Baer highlighted on his blog (thanks for the recommendation Beth Kanter) which nonprofits can utilize.
How are people consuming your content?
This one is pretty basic but nonetheless it’s a good reminder to make sure you are at consistently looking at website analytics through Google Analytics, Ominture, etc. Besides looking at the unique website visits (month over month and year to year), you should also review what content gets the most traffic. Do the same articles, blog posts, fact sheets, generate the most traffic every month? What video’s get the most views? What white papers are downloaded the most?
Are people sharing your content?
Some call social media shares vanity metrics because they have turned into such a popularity contest. However, it’s still worth looking at these metrics to see how people are sharing your content. Is the content you are focusing on pushing out to your constituents the very same content being socially shared the most? Is it other content you did not expect to have a lot of traction?
Be sure and also take a look at the Social Analytics report in Google Analytics.