What Content Works Where? Smarter Traffic (and Revenue) Building Through Social Media

Every time we publish a post on social media here at ProBlogger, readers comment that social media takes so much time—how can they get smarter about it?

Image courtesy pictureYouth, licensed under Creative Commons

You don’t need to get any software or be using a certain tool to share your content. This is just a short, quick technique that anyone can use—social media newbie or superstar.

Is your social media “working”?

First, let’s look at the question we’re trying to answer here. Most of us want to know that we’re getting some return on investment on social media, but we also want to improve our work within each network, so that our communications are more targeted, and our returns keep improving.

So the broad question, “Is social media really working for me?” or “Is it worth my time?” are probably better refined to:

• How much traffic am I getting from social media?
• What’s that doing for my bottom line?
• How can I improve on those figures?

That first question is very easily answered; any stats package will tell you how many unique visitors and pageveiws your blog is getting through social channels. It’ll also tell you what percentage of your traffic overall comes from those sources.

You can easily extrapolate that to an actual (if approximate) ROI provided you have an idea of the value you get from, say, each ad impression on your blog. Divide that by the number of hours you spend each month or week on social media and you’ll know exactly how much money you’re making for your time right now. It’ll be harder to track the ongoing, growing value of that time expenditure in less tangible terms, like what it’s doing for authority-building within your niche. But this is a start.

Similarly, if you have a special promotion you’ve been plugging through social media, you should be able to track how much traffic it’s sending to your landing page. And if it’s a dedicated landing page for social media traffic, you’ll be able to clearly see how well that traffic’s converting.

But what about the last question: How can I improve those figures?

The answer lies in looking a little more closely at what, specifically, is pulling the traffic through from each network.

An analysis

If you’re not sure how your social networks are performing when it comes to generating traffic, you might be surprised to look at your stats. Here are the most popular URLs on ProBlogger for the last month, for Twitter:

1. 40 Cool Things to Do with Your Posts After You Hit Publish
2. Ramit Sethi Exposed: How He Earns Millions Blogging
3. Neil Patel’s Guide to Writing Popular Blog Posts
4. Grow Your Blog Business: The Earn Millions in Your Flip-flops Framework [Case Study]
5. How to Make $30,000 a Year Blogging.

And here are the most popular for Facebook:

1. 15 Bloggers to Watch in 2013
2. 40 Cool Things to Do with Your Posts After You Hit Publish
3. Are You Wasting Time Guest Posting?
4. Can You REALLY Make Money Blogging? 7 Things I Know About Making Money from Blogging
5. 20 Linkbaiting Techniques.

What stands out to me here, above all else, is the potential for older content (like that last post in the Facebook list, which was from 2006!) to get traffic through reshares.

Obviously, with all your stats at your fingertips, you can go much further than the top five, but this snapshot gives a fairly clear picture of the differences between the content that appeals to the users of different networks.

Even at a glance, we might make some hypotheses based on these results:

• Twitter users in this space prefer case studies and personal advice that comes with a sense of authority.
• Facebook users in this space like list posts.
• The most popular topics on Twitter seem to be about making money blogging.
• The most popular topics on Facebook are about blog promotion techniques.

So of course, the next step is to test those hypotheses. I could go back into the stats archive to see if those statements are true over, say, the last six months. And I could test those statements using articles I have queued up for the next week or month.

There seems to be a bit of a dichotomy between headlines that work well on each network, so I could try different headlines on different types of posts and see how that goes. But it’s also important to remember that reshares aren’t just about headlines—they’re also about content.

So rather than just coming up with some great direct, list-style headlines for list posts in an effort to boost traffic from Facebook, I could see try other types of headlines on some list posts, and see how they perform on that network. In this way I can narrow down how important the headline is on each social network, as well as which types of content are likely to do well.

What next?

As I mentioned, this kind of analysis doesn’t take long—a five-minute review once a week (or, more likely for me, once a month!) will give me the information I need.

This information can help me shape my content to attract more users from each network, but it can also help me to devise information products or offers that best suit each network’s users. This can, again, help me optimize clickthroughs and conversions from those sources.

The more I get to know the data over time, the more effectively I can communicate to users of each network about things that interest them, and in ways that impact them. This can help me to build broad rapport but also to do market research, make valuable relationships, and more.

Not bad for a five-minute review! Of course, there’s a lot more you can do around social media tracking and assessment. But as I explained at the outset of this post, I wanted to show all those bloggers who think social media takes too much time that getting quantitative answers about the return on that investment isn’t hard or time-consuming.

And neither is making use of that information to make your social networking even more productive.

What sorts of social media traffic and revenue tracking do you do? Let us know in the comments.