To assess content quality, marketers and company owners frequently use metrics such as open rates, bounce rates and click through rates. Is traffic and interaction, however, a true sign of excellent content? Consider some of your favorite novels or films. While some may be best-sellers or blockbusters, the list is likely to include some hidden treasures and lesser-known titles. Just because they aren't as well-known or extensively visible as others, does not imply that they are of lower quality. And, in the appropriate context, they may resonate and have a greater impact than popular material.

Measuring Content Quality

Though measures such as open rates, clicks and likes may not be the ideal indications of content quality, the following metrics that can help you gain a rough sense of your current content quality:

Time on the Page

The average time visitors spend on the page indicates whether or not they are reading and assimilating the material. If a page receives a large number of clicks from an advertisement, but the average time spent on the page is only a few seconds, you know the content isn't being seen. A page with fewer clicks but more time on the page may provide greater value and be more likely to convert readers.

Depth of Scroll

You may also measure a metric called scroll depth using Google Tag Manager and Google Analytics. This checks various locations within the article to tell you how far down a user read before bouncing. If you're concerned that your material is too long or that the entire point isn't being conveyed, this knowledge might be eye-opening. The user's scrolling pace is also recorded, allowing you to determine if they are skimming or reading thoroughly.

Social Shares

Social shares are an excellent predictor of high-quality content. If someone takes the effort to share your material on their feed, it signifies they not only read/viewed the information but found it so beneficial that they want to share it with their network. This indicates that they believe the information is of high quality. The more a piece of content is shared, the more likely it is of good quality and resonates with your target audience.

Seeing all these metrics and indicators may give you more confidence in the quality of your material, or it may prompt you to take a step back and reconsider your content strategy. Remember that just because you start well doesn't mean you can set it and forget it—and just because things aren't going well right now doesn't mean you can't take efforts to increase content quality.

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