How do you regularly update your content metrics and KPIs to adapt to change?

1 Define your content goals

Before you choose or update your content metrics and KPIs, you need to have a clear and specific idea of what you want to achieve with your content. Your content goals should be aligned with your business objectives, audience needs, and competitive advantages. They should also be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you might want to increase your organic traffic by 20% in the next quarter, or boost your conversion rate by 10% in the next month.

3 Collect and analyze your data

After you have your content metrics and KPIs, you need to collect and analyze your data to see how your content is performing and where you need to improve. You can use various tools and platforms to gather and visualize your data, such as Google Analytics, Google Search Console, SEMrush, etc. You should also use a consistent and standardized methodology to analyze your data, such as setting a baseline, defining a time frame, comparing different segments, and identifying patterns and trends. For example, you might compare your organic traffic data from the last month with the previous month, or with the same month last year, or with your competitors.

4 Review and report your results

Once you have your data and analysis, you need to review and report your results to evaluate your content performance and impact. You should use a clear and concise format to present your results, such as dashboards, charts, tables, or slides. You should also highlight the key findings, insights, and recommendations from your data, such as what worked well, what didn't work well, and what actions you need to take. For example, you might report that your organic traffic increased by 15% in the last quarter, but your bounce rate also increased by 5%, and suggest that you need to improve your content quality and relevance.

5 Update and adapt your content metrics and KPIs

Finally, you need to update and adapt your content metrics and KPIs to reflect the changes in your content goals, audience, market, and industry. You should review your content metrics and KPIs regularly, such as monthly, quarterly, or annually, and adjust them according to your feedback, results, and learnings. You should also monitor the external factors that might affect your content performance, such as algorithm updates, competitor actions, customer preferences, or industry trends. For example, you might update your content metrics and KPIs to include new keywords, channels, or segments, or to exclude outdated or irrelevant ones.