How can you track the reach and impact of your social media content using performance metrics?

Track social media reach and impact through metrics like impressions, reach, and views for exposure, engagement metrics (likes, comments, shares) for interaction, CTR for link clicks, conversion metrics for desired actions, audience demographics for targeting, sentiment analysis for brand perception, referral traffic for website visits, share of voice for industry presence, content performance trends, and ROI for campaign effectiveness. Regular monitoring informs data-driven decisions to optimize strategies.

Diagnosis: If your conversion rate from visitors into leads is 2% or more, but topline traffic is low, there is a weakness at the Reach. Any content marketing that involves these formats will help. 1. Search optimized blog articles 2. Social media videos 3. Infographics 4. Round ups and interviews 5. Guest posts These top of funnel (TOFU) formats make you more visible, but similar to billboards and TV advertising, they don’t always reach the target audience. In content marketing, this inefficiency isn’t a huge concern because we aren’t paying for the reach. There is waste (high bounce rates), but it’s inexpensive waste.

Reach metrics help you understand the number of unique users who have seen your social media content. This includes metrics such as impressions, reach, and views. Impressions indicate the total number of times your content has been displayed, while reach refers to the number of unique users who have seen your content. Views specifically apply to video content.

Measure Social Media Success: Reach & Impact Reach: Track impressions (views) & see how many people saw your content. Engagement: Likes, comments, shares show content resonated. Clicks & Conversions: Clicks on links in your posts indicate deeper interest, while conversions (sales, signups) measure real-world impact.

Engagement metrics provide insights into how your audience is interacting with your social media content. Key engagement metrics include likes, comments, shares, retweets, and clicks. These metrics indicate the level of interest and interaction your content is generating. Analyze engagement data to understand which types of content resonate most with your audience and elicit the desired actions.

Diagnosis: If visitors aren’t returning, your email list isn’t growing, and you’re not seeing regular referrals for your services, there is weakness in the Engagement part. Try these tactics and topics… 6. How-to articles 7. How-to videos 8. Original research 9. Gated guides 10. Welcome series email 11. Webinars and live events These middle of funnel (MOFU) formats are about the long game. They keep your audience engaged. These types of content are especially important when sales cycles are long and multiple decision makers are involved.

If your site’s conversion rate is below 1%, there’s a problem in your Conversion Tracking part. If your lead generation process isn’t complicated or your ecommerce checkout isn’t confusing, then the problem is probably your content. 12. Sales enablement articles 13. Your story 14. Landing pages 15. Service pages 16. Testimonials 17. Case studies / Customer stories These bottom of funnel (BOFU) content formats directly support conversion rates and lead generation. They don’t attract new visitors; they simply maximize the percentage of your current visitors who become leads.

Your metrics are giving you 70% of the answers you need when it comes to creating better content. Do an in-depth research to understand who your current audience is and who your target audience should be (they're not the same!). Check how far you are from reaching them. Make sure to create content that is loved by the algorithm. Keep in mind that the first 1.5 seconds are crucial for UGC on TikTok and Reels, that carousels work well on LinkedIn, and that YouTube Shorts are great for quickly growing an audience through micro-segmentation, making a channel easier to discover. And remember: there's no 'good content' for everyone. Every audience wants a specific kind of content. Go discover which one fits yours and thank me later, lol