Many companies invest serious resources in content strategy ๐ฃ – but when it comes to measurement, the blog often falls through the cracks. ๐งฑ
The focus is usually on conversions and acquisition. But the blog? It gets optimized for SEO, maybe even adjusted for AI-readability lately… and then forgotten. No one asks the hard questions ๐ค:
โฆ Which blog posts are actually performing?
โฆ Where are readers coming from?
โฆ Are they staying or bouncing?
โฆ Do they click on internal links ๐ to explore more content?
โฆ Do those links even exist?
A good blog page shouldn’t be a dead end. It should look more like a Wikipedia page ๐ – rich with internal links ๐, clear navigation and meaningful connections between topics. Thatโs what search engines are actually looking for. And more importantly, thatโs what makes users stay, explore and trust your site.
But to get real value from a blog, you have to start with the right expectations. In most cases, the goal of blog content ๐ is not a direct conversion. Itโs about shaping perception, delivering a message and influencing the consideration stage. That influence is often long-term, and not always directly measurable.
Those who understand the limitations of measurement also know how to work within them ๐ง – and how to track what matters in order to improve ๐.
Having visibility into what content supports the user journey – and what doesnโt – is key. Not just to look at numbers, but to make decisions. To update what doesnโt work. To double down on what does.
Sometimes, breaking out of the classic analytics framework is exactly what helps content reach its full potential ๐.