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How can you make your content marketing dashboard accessible to all stakeholders?

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Content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and drive profitable customer action. But how do you measure and communicate the impact of your content marketing efforts to all the stakeholders involved, such as your team, your management, your clients, or your partners? One way is to create a content marketing dashboard that visualizes the key metrics and insights related to your content performance, goals, and trends. In this article, we will show you how to make your content marketing dashboard accessible to all stakeholders by following these six steps.

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Ramli "RJ" John

Founder @ Delight Path. Product onboarding consultant for B2B startups. Bestselling author of Product-Led Onboarding…
Justin Wood

Agency Owner at Produktiv. Product Strategy + Growth Enjoyer. ????
Isaac Lekgothoane

EPWP Ambassador @City of Johannesburg Ombudsman l Customer Service | I Help Companies Achieve Marketing Goals

1 Define your objectives

Before you start designing your content marketing dashboard, you need to define your objectives and align them with your stakeholders' expectations and needs. What are the main questions that your dashboard should answer? What are the specific goals that you want to achieve with your content marketing? How will you measure your progress and success? Depending on your objectives, you may want to focus on different aspects of your content marketing, such as awareness, engagement, conversion, retention, or loyalty.

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2 Choose your metrics

Once you have your objectives clear, you need to choose the metrics that will help you track and evaluate your content marketing performance. Metrics are the quantitative indicators that show how well you are meeting your objectives. For example, if your objective is to increase awareness, you may want to measure metrics such as traffic, impressions, reach, or share of voice. If your objective is to improve engagement, you may want to measure metrics such as time on page, bounce rate, comments, or social shares. If your objective is to boost conversion, you may want to measure metrics such as leads, sales, revenue, or ROI.

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Justin Wood

Agency Owner at Produktiv. Product Strategy + Growth Enjoyer. ????
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There are two things you can capture on the internet. Credit card numbers, and emails. The backbone metric of any content marketing effort should always be emails collected. This shows that the content you produce has given your audience enough value to subscribe. Traffic generation comes second.

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Ramli "RJ" John

Founder @ Delight Path. Product onboarding consultant for B2B startups. Bestselling author of Product-Led Onboarding (+35K copies sold).
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In my experience, choosing metrics is where things often go wrong. The knee-jerk reaction is to track way too many metrics. What happens is that you can end up drowning in a sea of data. My suggestion is to focus on just one or two primary metrics that indicate the success of content campaign or program. Then have a handful of secondary metrics that you can look at if you’re not hitting your primary metrics.

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3 Select your data sources

The next step is to select the data sources that will provide you with the metrics that you need. Data sources are the platforms or tools that collect and store the data related to your content marketing activities. For example, you may use Google Analytics, Google Search Console, or Google Data Studio to get data on your website performance. You may use social media analytics, such as Facebook Insights, Twitter Analytics, or LinkedIn Analytics, to get data on your social media performance. You may use email marketing analytics, such as Mailchimp, HubSpot, or Constant Contact, to get data on your email marketing performance. You may also use other data sources, such as surveys, feedback forms, or CRM systems, to get data on your customer satisfaction, loyalty, or retention.

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Isaac Lekgothoane

EPWP Ambassador @City of Johannesburg Ombudsman l Customer Service | I Help Companies Achieve Marketing Goals
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To share your content marketing metrics, insights with your team and stakeholders you need to compile your presentation in one medium. Ensure you provide easy access to the medium you intend to use for your audience. Collect all analytics, data from all your marketing efforts and sources eg social media accounts, emails, and website performance. One thing I have found useful in this regard is to utilize Microsoft excel spreadsheet. Divide your metrics data according to mediums used in your marketing strategy. It will be convenient for you to present your information in an understandable format to your stakeholders.

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4 Create your dashboard

The fourth step is to create your dashboard using a tool or software that allows you to connect your data sources and visualize your metrics in a clear and attractive way. A dashboard is a graphical representation of your data that shows the current status, trends, and insights related to your content marketing performance. A dashboard should be easy to understand, interactive, and customizable. Some examples of tools or software that you can use to create your dashboard are Google Data Studio, Tableau, Power BI, or Klipfolio.

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5 Share your dashboard

The fifth step is to share your dashboard with your stakeholders and make sure that they can access it anytime and anywhere. Sharing your dashboard means that you give your stakeholders the permission and the link to view your dashboard online or download it as a report. You can also set up a schedule or a trigger to send your dashboard automatically to your stakeholders via email or other channels. Sharing your dashboard will help you communicate your content marketing results, achievements, and challenges to your stakeholders in a transparent and timely manner.

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Ramli "RJ" John

Founder @ Delight Path. Product onboarding consultant for B2B startups. Bestselling author of Product-Led Onboarding (+35K copies sold).
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It’s often not enough to just send your dashboard. Some stakeholders have limited time. It’s better to send an executive summary with the dashboard with some commentary on what went well, what didn’t go well, and what you and your team have done and going to do.

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Isaac Lekgothoane

EPWP Ambassador @City of Johannesburg Ombudsman l Customer Service | I Help Companies Achieve Marketing Goals
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Give your stakeholders access by sharing marketing metrics and results via a dashboard. This workspace allows stakeholders to view and make reference to outcomes of the marketing life cycle. Use file sharing content tools such as Google drive, Slack where users utilize a link to view files when permission is given for admission. You can view, share, download reports, contribute and collaborate on shared files. The advantage is that stakeholders can access the dashboard wherever they are. They are able to work remotely provided they have permission to enter the workspace. It allows stakeholders to make effective use of their time, add, edit, share ideas constantly and in real time when users are available.

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6 Update your dashboard

The final step is to update your dashboard regularly and make sure that it reflects the latest and most accurate data. Updating your dashboard means that you refresh your data sources and check if your metrics are still relevant and aligned with your objectives. You may also want to add, remove, or modify some elements of your dashboard, such as charts, filters, or annotations, to improve its clarity and usability. Updating your dashboard will help you keep track of your content marketing performance, identify opportunities and issues, and optimize your strategy accordingly.

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7 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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Divya C.

Product manager | Helping customers win
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A dashboard is good for those who’ll want to see the data insights, however some will want to provide input, while others will want to understand actions or strategies being planned to improve ROI. So, important to provide adequate opportunities for stakeholders to contribute eg ask for ideas or advice to improve specific metrics and also to share what the insights are telling you, and strategies being considered for further optimisation.

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How can you make your content marketing dashboard accessible to all stakeholders?

1

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3

4

5

6

7

1 Define your objectives

2 Choose your metrics

3 Select your data sources

4 Create your dashboard

5 Share your dashboard

6 Update your dashboard

7 Here’s what else to consider

Content Marketing

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How can you make your content marketing dashboard accessible to all stakeholders?

1

2

3

4

5

6

7

1 Define your objectives

2 Choose your metrics

3 Select your data sources

4 Create your dashboard

5 Share your dashboard

6 Update your dashboard

7 Here’s what else to consider

Content Marketing

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