Developing a content strategy for your organization is only one step in the process of content marketing. However, you won’t know if your strategy is working unless you measure the performance. Measuring your strategy performance can help you determine return on investment and narrow your focus so that your strategy emphasizes what works for your organization. Here are some tips you can use to measure your content strategy performance and maximize its benefits to your organization.
Reports provide you with data about your content. This data is the foundation to know whether your content strategy is working or not. But if you aren’t generating (and looking at) reports, you won’t know what’s working and what needs changing in order to hit your strategy goals. Generating reports provides you with data for time periods or related to specific campaigns. That way you can track your progress and see how the data changes if you make changes to your content strategy.
Look at Specific Measures
The data you look at in reports should consist of key metrics that tell whether you’re making progress toward your goals. For example, if you want to generate inbound leads, you might look at how many people click on your site link from social media and newsletters as one key metric. Otherwise, the reports you look at will just be numbers and won’t actually mean anything for your business.
Looking at reports of specific measures is only useful for your content strategy if you develop expectations as part of your strategy. That means setting clear and achievable goals that your content strategy can help you achieve. The goals will help determine what measures you look at in your reports. Without expectations for your content strategy, you won’t know if it’s working, if you need to make changes, or if you need to start over with a different perspective.
A content strategy is a good way to help you achieve your organization’s goals and objectives. When you measure its performance, you’ll have the data you need to ensure that your content does its best for you and what you want to do.