Likes, comments, and shares shouldn’t be the only metrics you’re using to gauge the effectiveness of your content. Why? Because only 9% of your audience will ever respond to your content. So what about the majority of your audience that doesn’t respond then? That’s where Contrend comes in.
The Engagement Index, or EI, is a breakthrough metric to thoroughly assess content effectiveness on more than just social data and keywords. And it can only be found here, on Contrend.
Identifying the “Hidden Audience”
90% of your audience reads or views your content, they just don’t respond to it. Ei identifies and tracks this “hidden audience” by looking at data from sources beyond just social engagement. One example of how Contrend does this is by analyzing your competitors’ websites and the wider content landscapes to get a more accurate understanding of your audience’s content preferences.
Contrend collects performance metrics and ranking signals from a multitude of different content sources and elements.
The content elements that Contrend analyzes for performance metrics include:
- Keywords, keyword phrases, and backlink analysis
- How often the content is viewed, the search or social landscape, and how relevant the content is based on ranking signals
- The format, layout, style, tone, topics, and imagery of the content
Most common analyses would look at one of the above elements. Contrend, on the other hand, analyzes all three.
Then, all of this data is combined, appropriately weighted and applied to each of the URLs that Contrend harvests. The resulting metric is what we call the Ei score and tells you how engaging and effective your published, owned content is.
URL A is topic X, format Y, and style Z and has layout type B and imagery type C
Increasing Audience Engagement
Once you have your EI score (Client EI), you can compare your content benchmarks against your competitors’ content (Competitor EI), the overall landscape (Landscape EI), and your target audiences’ preferences (Audience EI).
EI gives you data-driven insights into what the most important styles, formats, topics, and tones of content are for you to differentiate your content, stand out from the crowd, and increase your EI. And this increase in EI directly correlates with an increase in audience engagement, lead generation, conversions, and content ROI.