What are the most effective ways to track your brand's content performance across channels?

To track content across a variety of platforms, you're going to want to put together a measurement framework. First pull together all the channels you plan to use and then determine the primary and secondary metrics of value for each channel. You'll then be able to start mapping out a measurement journey across content. Whether you want to do that broadly based on a campaign or time frame or if you want to be super granular and do the journey of a piece of content - that may depend on tools and bandwidth. It's important to know what content does well, where and why. Not everything is creating equally. Once you know more about your successes you can expand and evolve your broader content strategy.

Google Analytics: I rely on Google Analytics to measure website traffic, user behavior, and conversions, providing insights into the performance of my content. Social Media Insights: I use the built-in analytics tools on platforms like Facebook, Twitter, and Instagram to gauge post reach, engagement, and audience demographics. Email Marketing Metrics: In my email marketing efforts, I track open rates, click-through rates, and subscriber engagement using tools like MailChimp or HubSpot. A/B Testing: I regularly conduct A/B testing to compare different versions of content and determine which performs better, with the help of tools like Optimizely or Google Optimize.

Connect your platforms and analytics to create a more powerful measuring experience. Most platforms differ in the way they measure results, you will notice that meta ads and Google analytics usually show different numbers. It’s important to have a good analytics stack in place so you can follow your customers journey and identify the areas where you can generate more impact. Use pixels and APIs to automate and easily identify bottle necks or opportunities for improvement.

From my experience, Using SEMrush's social tracker is very useful for measuring content performance and comparing it with Competitors in a similar industry. You can sort performance based on Engagement, reactions, and many more metrics that are important for measuring content performance. Once the tool was free with limitations but now, you'll need to buy a subscription to use it

Don’t only trust the numbers, keep in mind that sometimes data can lie. Be sure to measure impact over the plain number, and focus on the things that can bring you more of what you need, instead of only focus on what we know as vanity metrics. Having a lot of followers can seem like an important milestone, but if a platform or format brings you less clients but they are better clients for your business, that’s where your focus should be at.

Quantifying the results of a singular piece of content or a full-blown content campaign across multiple channels is an ongoing challenge for brand managers in today’s ever-tightening attention economy. SEO strategy can get eyeballs on the content and improve rank, but are these the right views? Qualifying the results and understanding the preferences of each individual engaging with the content is at the core of building a community around the brand. A creator can impeccably tailor the message to appeal to the sensibilities of people in each audience segment and provide a clarion call to action yet fall short of expectations in content performance. The cause of the disconnect is of chief concern to marketers and outreach strategists.

If you want to track organic content, try Keyhole. Not only tracks your content but also a great brand monitor tool. For Paid ads, Motion is best IMO. It will tell you almost precisely which content is working and which is not. If you are a large enterprise, salesforce marketing cloud engagement is the way to go. Follow me for more. DM for sales conversion growth.