One way to ensure quality traffic is to remove or replace inactive posts or those with low conversions.
If done accurately, content marketing is an effective way to reach audiences. Marketers could compare conversions happening through different channels to measure the quality of traffic.
Marketers should create meant for product pages, blog pages and general webpages keeping user intent in mind. Optimising these pages can get the content to rank as organic search results. In case of monitoring traffic from social media, brands could identify the channels bringing in maximum traffic but have the lowest conversion rates. This can help weed out inactive and low-conversion posts.
The author cautions against promoting sponsored posts on sites that are not relevant to the brand’s niche. This can only bring a spike in traffic with no real value.
[5 minute read]