Content Strategy

Analyze topic performance

Last updated: November 15, 2018

Applies to:

Marketing Hub
marketing-basic-pro-enterprise
Basic, Professional, Enterprise

You can see how your topics are performing on the content strategy dashboard and in the traffic analytics tool.

Content strategy dashboard

  • In your HubSpot account, navigate to Marketing > Planning and Strategy > Content Strategy.
  • The content strategy dashboard displays the total content, sessions, average session length, bounce rate, and inbound links for each of your topics within the time period selected in the Date range dropdown menu.

Please note:
  • Metrics relating to sessions will only include sessions from organic traffic as this is a SEO tool.
  • Inbound links are detected via referral traffic. If a visitor comes to your site from a link on an external site, the number of inbound links will update to reflect that link.
  • When All data is selected in the Date range dropdown menu, the data will reflect the all-time performance of the topic's linked content, even if it was created before the topic was added to the content strategy tool.

Pillar page and subtopic content performance (Marketing Hub Professional and Enterprise only)

If you have a HubSpot Marketing Hub Professional or Enterprise account, you can view performance metrics for your topic, pillar page, and subtopic content.

  • In your HubSpot account, navigate to Marketing > Planning and Strategy > Content Strategy.
  • Click the name of a topic.
  • Click the Content Performance tab.
  • In the upper left, use the Date range dropdown menu to filter your data by a specific time period.
At the top, you'll see the overall topic performance: the number of content pieces in the topic, total sessions, bounce rate, and average session length.

The Pillar Page section shows the pillar page for the topic and its performance. Click the name of the pillar page to navigate to its detailed page performance.

The Subtopic content section shows all of your supporting content:

Topic analytics (Marketing Hub Professional and Enterprise only)

If you have a HubSpot Marketing Hub Professional or Enterprise account, you can view and compare detailed topic analytics.
  • In your HubSpot account, navigate to Marketing > Planning and Strategy > Content Strategy.
  • In the upper right, click View topic analytics.
  • In the upper left, use the Date range and Frequency dropdown menus to filter your data by a specific time period.
  • Click the dropdown menu in the upper left of the chart and select the metric you want to view:
    • Sessions: the number of organic traffic sessions that started with a view to content in a topic. Learn more about how sessions are calculated.
    • Contact conversion rate: the number of contacts divided by the number of organic traffic sessions.
    • New contacts: the number of new contacts created in HubSpot whose organic traffic sessions started with a view to content in a topic.
    • Customer conversion rate: the number of customers divided by the number of organic traffic sessions that started with a view to content in a topic.
    • Customers: the number of customers who first converted on content in a topic.
    • Bounce rate: the percentage of visitors to a page within a topic who navigate away from the site after viewing only one page.
    • New visitor sessions: the number of new unique visitors to a page within a topic.
    • New session %: the percentage of new visitors' organic traffic sessions that started with a view to content in a topic.
    • Page views/sessions: the average number of page views per organic traffic session.
    • Avg. session length: the average duration of a visitor's organic traffic session.

  • In the table below, select a topic checkbox include it in the chart. Select multiple topics to compare their impact.
  • To customize the metrics that appear in the table, click Edit columns in the top right. Select a metric checkbox to display it (up to seven). Click a column header to sort the table by a specific metric.
  • Click a topic name to drill down into individual topic data, then click a subtopic name to view data for individual pages associated with that topic.

Please note: if a topic has no pages views on its associated pages, it will not appear in topic analytics.

  • To export a report of your topic performance, click Export above the chart.
  • Enter an email title, select a file type, and enter the email address to receive this file. Then, click Export.

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