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How do you measure the impact of your content on your campaign goals and KPIs?

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Content is a key component of any marketing campaign, but how do you know if your content is actually helping you achieve your campaign goals and KPIs? Measuring the impact of your content is not only important for proving your ROI, but also for optimizing your strategy and improving your performance. In this article, we will show you how to measure the impact of your content on your campaign goals and KPIs using a simple framework and some tools and metrics.

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Richard Velits

Project Manager @Lenovo | Digital Transformation | eCommerce | Strategy & Planning |
António Costa

Head of Demand Generation Marketing at Aon Affinity
Colin Gray

Strategic leader driving measurable business impact | Thought Leader | Trusted Advisor | Accredited Member, IPA

1 Align your content with your campaign goals and KPIs

The first step to measure the impact of your content is to align your content with your campaign goals and KPIs. This means that you need to define what you want to accomplish with your content, and how you will measure your success. For example, if your campaign goal is to generate leads, your content KPIs could be the number of downloads, sign-ups, or inquiries. If your campaign goal is to increase brand awareness, your content KPIs could be the reach, impressions, or shares of your content.

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Richard Velits

Project Manager @Lenovo | Digital Transformation | eCommerce | Strategy & Planning |
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What I often see people and companies do is measure the effect of campaigns with KPIs that in the end have no direct effect on the performance or growth of a company. Let’s not pretend here, at the end it’s all about revenue and profit hence if your KPI is site traffic, make sure you can translate this KPI into revenue numbers - that’s how you’ll grow, not by achieving pointless targets.

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António Costa

Head of Demand Generation Marketing at Aon Affinity
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For brand awareness another good kpi is brand searches. As my content is being more consumed, are more people searching for the brand? Do we see correlation in content reach and brand searches behavior? Think about the role the content plays in your strategy. It can be problem awareness, it can be solution awareness, product awareness. Depending on the phase of the funnel you will define different kpis.

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2 Choose the right tools and platforms to track your content performance

The next step to measure the impact of your content is to choose the right tools and platforms to track your content performance. Depending on the type and format of your content, you may need different tools and platforms to collect and analyze your data. For example, if your content is a blog post, you may use Google Analytics, WordPress, or SEMrush to track your traffic, engagement, and SEO metrics. If your content is a video, you may use YouTube, Vimeo, or Wistia to track your views, watch time, and retention rate.

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António Costa

Head of Demand Generation Marketing at Aon Affinity
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See user flows from blog posts as well as first interaction attribution models in Google Analytics. Also GA4 will be able to connect with your YouTube channel and help you connect the dots.

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3 Set up a content dashboard and report

The third step to measure the impact of your content is to set up a content dashboard and report. This visual and interactive way to display and communicate your content performance and impact can be created and customized using tools such as Google Data Studio, Tableau, or Power BI. Your content dashboard and report should include a summary of your campaign goals and KPIs, a comparison of your actual vs. target results, a breakdown of your content performance by type, format, channel, or audience, as well as a highlight of your key insights and recommendations.

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4 Analyze your content performance and impact

The fourth step to measure the impact of your content is to analyze your content performance and impact. This requires delving deeper into your data to identify which aspects of your content are successful and which are not. Evaluate how your content aligns with your campaign goals and KPIs, as well as its performance across different types, formats, channels, or audiences. Compare your content to competitors or industry benchmarks to assess its strengths and weaknesses. Additionally, consider the opportunities and threats that may affect your content.

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António Costa

Head of Demand Generation Marketing at Aon Affinity
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There are the content kpis and the overall kpis. The content ones are mostly leading metrics. View rate, time on page, etc. The challenge is to connect those to a final purchase. Understand if there are correlations between the reach of your content and direct or organic conversions/goals/purchases/leads. Try to think from your end goal (example:purchase) and back that into your content read to understand possible costumer journeys and measure accordingly

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5 Optimize your content strategy and tactics

The final step to measure the impact of your content is to optimize your content strategy and tactics. This means that you need to use your analysis and insights to improve your content creation and distribution. You should repurpose or update your high-performing content, eliminate or revise your low-performing content, experiment with new types, formats, channels, or audiences for your content, test different headlines, images, CTAs, or offers for your content and align your content with the customer journey and personas. By doing this you can ensure that you are creating the most effective content possible.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Colin Gray

Strategic leader driving measurable business impact | Thought Leader | Trusted Advisor | Accredited Member, IPA
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It’s important not to forget how your Content Marketing fits into your broader strategy. It’s easy to get caught up in chasing efficiency gains (e.g. more clicks, more site visits, longer dwell time) but don’t lose sight of the overall effectiveness of your marketing agenda. When you’re evaluating your activity plans, don’t just think short-term Outputs but also keep long-term Outcomes in mind.

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How do you measure the impact of your content on your campaign goals and KPIs?

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1 Align your content with your campaign goals and KPIs

2 Choose the right tools and platforms to track your content performance

3 Set up a content dashboard and report

4 Analyze your content performance and impact

5 Optimize your content strategy and tactics

6 Here’s what else to consider

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