Measuring and Analysing Content

  • Introduction

  • Why is Measuring and Analysing your Content Important?

  • How do you Collect and Interpret Data?

  • What Next?

  • Conclusion


It’s all well and good producing content, but what good is it without knowing how it performed? It’s extremely important to know how well it performed and how audiences received it.


This way, you know what works best and what you should improve


When measuring copy it’s important you measure all the metrics that are going to help you develop it and discover what your audience enjoys the most. If you are aware of the content that gets your audience most engaged and most interested, you can exploit this. Exploiting this means you can write more of this material and gain the highest engagement levels possible.

It’s all about measuring and analysing your content, seeing what works best and seeing how you can improve what you currently send out.



Why is Measuring and Analysing your Content Important?

Content, and the performance of the content, should always be measured and analysed. Why? It can help you find out if your efforts are actually working in terms of your goals, it can help you determine what your next step is and it gives you a pile of reports to analyse over time to see your progress.


If you fail to measure and analyse your content efforts, you won’t actually know if they’re working


Imagine spending your time creating content that doesn’t actually work but not knowing it doesn’t work so continuing to write said content. It’s important to consistently keep up-to-date with what resources and time is going into creating the content, and deciphering if the results are worth it or if your time would be spent more effectively researching the content you should use to gain more attention.

Measuring and analysing content also opens up avenues you may never have gone down before. It enables you to see insights that you previously may not have focussed on, but that do actually benefit you a lot and allow you to create much better content. For example, you may never have noticed that a certain type of offer works until you analysed that content against other, similar pieces of content. All this additional information is critical to improving your content.

Last but not least, probably the most obvious. Without measuring and analysing content, you’re not going to know if you’re progressing. Making progression is such a significant part of business, so it’s important to see if you’re making progress in your content - whether it just be that you’re putting out better content or you’re getting more engagement or views, etc. All of this is progression, and without measuring and analysing the content, you’re not going to know. You can then make data-driven decisions on what to do and how to improve or continue.


Measuring and analysing content allows you to see if you’re making progress


How do you Collect and Interpret Data?

Measuring data just for the sake of measuring data isn’t effective. You need to have specific goals and then metrics to track the performance of the content against the goals you set. Collecting data will assist you in deriving actions that will improve your content and understanding what perhaps didn’t work as well. If you know what doesn’t work, you can spend more time creating content that you know works.

There are 6 generic areas you should focus on when collecting and interpreting data. These are…


Brand awareness

As the name implies. Brand awareness is about getting people more and more aware of your brand and what you have to offer. Brand awareness can actually drive your company to the top of search engine rankings. This, in turn, hopefully gets more people talking about you and clicking through to your website.

Some may argue on what metrics show brand awareness and what can actually show how your efforts are performing. However, there are a multitude of metrics you can measure to see how your brand awareness is improving and increasing. These can include social media followers, external media coverage, inbound links, mentions in the press, social media or reviews, how many people are searching for you, traffic to your site, and so on. All these metrics will give you an accurate representation of the growth of awareness of your brand.



It’s all well and good measuring how many people have seen your content, but do you know how many people engage with your content? Learning how many people take the next step and engage and interact with your post allows you to see what sort of feedback you’re getting and see whether your audience actually feel obliged to engage with the content you create.

It’s more than easy to measure engagement on social media. You can already look at your engagements without delving further into insights and analytics, in terms of like, comments, shares, etc. But, you need to investigate deeper into your insights and get a full understanding of the engagements you earned. It’s a good idea to collate all data collected and see what type of posts get the most engagement. It’s more than likely that the post with the most engagement is the post type that your audience enjoy the most. 

Engagement enables you to see what content gets people talking and gets people interested in your brand/posts.


Lead generation

Lead generation is one of the most important areas when it comes to actual business. Generating leads is one of the best outcomes of content, as leads can then be generated into customers and bring your business well deserved revenue.

Ask yourself how many leads you gained from specific pieces of content, and where they were in the funnel. Measure what conversion they took to become a lead, maybe it was only a small one - either way, it was a conversion. Try and measure what activity led that person into becoming a lead and making a conversion. If you acknowledge this, it will be easy to replicate the activity in hopes of generating more leads.


Customer conversion and sales

What is the ROI of your total content marketing efforts? You must include creative time and overall costs. Do you know the cost of acquisition for a new customer?

One good element to track is the quality of sales created through content compared to the quality of sales created through cold calling or another strategy. This way, you can see which is more effective and perhaps which one needs more work.


Customer loyalty and retention

When it comes to customer loyalty and retention, there are a fair few questions to ask yourself and your team. Do you know the lifetime value of a customer? How often do customers buy from you? Do you know if they come back for a second purchase? Are they talking about your brand?

Getting customers to a loyalty stage where they are fully aware of your brand, have purchased from you previously, and speak positively of your brand is perfect. It’s one of the most effective ways of spreading the word about what you do and what you have to offer. People trust other people.


Website performance

Your website performance is just as important as your content performance. You need to know how well your website is performing, how many visitors it’s getting, traffic sources, and so on. All this information enables you to see what is most effective for your website and what your visitors want from your website.

Keep track of certain metrics and be sure to keep all your website performance data over time so you’re able to see your progress and see what works. If you can make data-driven decisions on what needs improving on your website, you’re going to please your visitors and they’ll hopefully keep returning to your site for a personalised and positive experience.



What Next?

So you’ve collected all the necessary data… now what?

It’s important you and your team hold meetings, whether they be weekly or monthly, to discuss the data you’ve collected. Discussions allow you all to talk about how each individual felt the content or strategy performed for that particular week or month, and pitch in ideas that can be used in the future.

During these meetings, it’s vital you compare data you’ve collected over time. Perhaps this can be data from a week ago, a month ago or a year ago. Whichever you decide, you must have this data to compare and see the progression you have made as a team. You need to discuss whether you’ve met goals, how you’ve met them, why you haven’t if you haven’t, and so on. Be sure to discuss absolutely everything that is necessary to discuss.


As a team, you need to decide what you will do better and what isn’t worth continuing


You also need to decide on goals for the next time frame you wish to have. As well as these goals you need a plan for how you’re going to reach these goals. The plan should be derived from data and should follow trends that you and your team have recognised as popular.

Your goals for the next time frame must be SMART - specific, measurable, attainable, realistic and timed. Setting SMART goals ensures that the goals you’re making attempts to reach aren’t unattainable and can be measured and analysed.

Once you’ve held meetings with your team, it’s about implementing a new strategy that you know will work through your acquired knowledge of your past efforts. Over time, you will be able to see progress in not only your content and the quality of it - but also the engagement and interaction you earn on the content. It’s vital you keep up-to-date with what works and what doesn’t and constantly update your strategy to work hand-in-hand with the data you’ve collected. 

Progress is essential in business.



What good is it putting content out there without measuring and analysing it?


You need to be able to see how your audience have reacted to it and how positively they feel about it. This data will enable you to improve and progress the content you create


It’s absolutely essential to track your progress. A good approach is to keep the metrics you measure the same every time so you can visually see what is improving and what needs improving. If you can see what desperately needs improving, you’ll instantly be able to see what needs to be done to get your audience more engaged. Once you’ve implemented this new strategy, you can then look at the same metric and see if it’s made a difference or if you need to re-evaluate once again.

Be consistent and constant with measuring and analysing the content you put out. Your business needs to strive for continuous progression, and without analysing what you’re doing - this progression will prove difficult.


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