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How do you track your digital content's impact on your brand?

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How do you track your digital content's impact on your brand? If you are a digital publisher, you know that creating and distributing engaging and relevant content is not enough. You also need to measure how your content performs and influences your audience, your reputation, and your goals. In this article, you will learn some of the key metrics and tools that can help you track your digital content's impact on your brand.

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1 Content Reach

Content reach is the number of people who see your content, either on your own platforms or on other channels. Content reach can help you understand how well you are attracting and retaining your audience, as well as how your content is distributed across different platforms. You can measure content reach using tools such as Google Analytics, which can show you the number of unique visitors, page views, and sessions on your website, or social media analytics, which can show you the number of impressions, followers, and shares on your social accounts.

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Karla Pincott

Communications Director at The Centre for Independent Studies. Managing Editor at BusinessWoman Media.
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We focus on also getting mainstream media to cover our content as news stories. We take it one step further by promoting content at targeted events and conferences, whether in person or (increasingly these days) digital ones.

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2 Content Engagement

Content engagement is the number of actions that people take on your content, such as clicking, liking, commenting, or sharing. Content engagement can help you understand how well you are connecting and interacting with your audience, as well as how your content is generating word-of-mouth and referrals. You can measure content engagement using tools such as Google Analytics, which can show you the bounce rate, time on page, and click-through rate on your website, or social media analytics, which can show you the number of likes, comments, and shares on your social posts.

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3 Content Conversion

Content conversion is the number of people who take a desired action on your content, such as signing up for a newsletter, downloading a resource, or making a purchase. Content conversion can help you understand how well you are persuading and influencing your audience, as well as how your content is contributing to your business goals. You can measure content conversion using tools such as Google Analytics, which can show you the conversion rate, goal completion, and revenue on your website, or email marketing analytics, which can show you the open rate, click rate, and unsubscribe rate on your email campaigns.

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David Anderson
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Use "ref" tags on your links to track both source, and date, and channel. It helps you connect which channel and engagement drives your conversation. Also ensure you're tracking conversations separately for your various types of conversion. For example, a newsletter would want to track their sources of free subscriptions separately from paid, as they often have different engagement patterns.

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4 Content Quality

Content quality is the degree of satisfaction and value that people get from your content, such as learning something new, solving a problem, or being entertained. Content quality can help you understand how well you are delivering and exceeding your audience's expectations, as well as how your content is enhancing your brand image and loyalty. You can measure content quality using tools such as Google Analytics, which can show you the page speed, mobile-friendliness, and user feedback on your website, or social media analytics, which can show you the sentiment, tone, and mentions on your social posts.

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5 Content Optimization

Content optimization is the process of improving and updating your content based on the data and insights that you get from the previous metrics. Content optimization can help you increase your content's reach, engagement, conversion, and quality, as well as your brand's awareness, reputation, and authority. You can optimize your content using tools such as Google Analytics, which can show you the best-performing pages, keywords, and sources on your website, or social media analytics, which can show you the best-performing times, formats, and hashtags on your social posts.

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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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How do you track your digital content's impact on your brand?

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1 Content Reach

2 Content Engagement

3 Content Conversion

4 Content Quality

5 Content Optimization

6 Here’s what else to consider

Digital Publishing

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