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How do you measure content impact on business goals?

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Content is a powerful tool to drive business goals, such as increasing awareness, engagement, conversions, retention, and loyalty. But how do you know if your content is actually making a difference? How do you measure the impact of your content strategy on your bottom line? In this article, we will explore some methods and metrics to help you answer these questions and optimize your content performance.

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1 Align content with business goals

The first step to measure content impact is to define your business goals and how they relate to your content strategy. What are you trying to achieve with your content? Who are you targeting and why? How do you want them to respond or behave after consuming your content? These questions will help you establish clear and specific objectives for your content, such as increasing brand awareness, generating leads, improving customer satisfaction, or reducing churn. You can also use the SMART framework to make your goals specific, measurable, achievable, relevant, and time-bound.

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Christoph Trappe

I help companies like yours share impactful stories that set them apart. Data-Driven Content Marketer | Podcaster | Content Strategist | Author | Thought Partner | Affiliate Marketer
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Exactly and that can be anything from: Raising share of voice Showing up in search results Improving the ranking of product pages To driving direct conversions

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Sven Erik Hognestad

Digital marketer | Frontkom AS
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I can't overstate how important it is to first work on the goals. I'd change "you can also use the SMART framework" to "you HAVE to use the SMART framework or equivalent". It's so difficult to create measurable and actionable goals without it.

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2 Choose relevant metrics and KPIs

The next step is to select the metrics and key performance indicators (KPIs) that will help you track and measure your content impact on your business goals. Metrics are the data points that show how your content is performing, such as page views, bounce rate, social shares, comments, or downloads. KPIs are the metrics that are most important for your business goals, such as conversion rate, revenue, retention rate, or customer lifetime value. You should choose the metrics and KPIs that are relevant, actionable, and aligned with your goals. For example, if your goal is to increase brand awareness, you might use metrics like reach, impressions, or brand mentions. If your goal is to generate leads, you might use metrics like sign-ups, subscriptions, or leads generated.

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Olivier Delfosse

EVP & GM | Advisor | Founder - Pet Collective | Earned over $40M for Creators
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Our company makes digital video content. It is highly tracked to KPI's because we deal in volume, and the margins are thin. Our main KPI's (dependent on platform) tend to be from the basic: - views - CPM / RPM - Engagements Down to the granular: -Watch Time - Retention Curve Analysis (FB) - Top Snap Dropoff (Snap) - CTR on Thumbnail (YT) All of these can track back to a margin % on a single asset, multiple assets, or portfolio of shows, as well as Gross Profit $$ amounts. Ultimately if you are trying to build a business in digital video you need to be regimented about tracking your performance in all of these areas. If you get big, you might need a BI tool to manage all the data, like Looker.

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3 Use tools and platforms to collect and analyze data

The third step is to use the tools and platforms that will help you collect and analyze the data from your metrics and KPIs. There are many tools and platforms available for content measurement, such as Google Analytics, Google Search Console, social media analytics, email marketing tools, CRM systems, or content management systems. You should use the tools and platforms that are compatible with your content channels, formats, and sources. You should also set up dashboards and reports that will help you visualize and interpret the data, as well as identify trends, patterns, and insights.

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Are Halland

Kurs, fasilitering og uavhengig r?dgjeving fr? mannen bak kjernemodellen. Sp?r meg om toppoppgaver og Skyra!
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For websites, you should always try to measure the demand and completion rate for the Top tasks. You need a special survey setup for this, but in my mind, these are two KPIs that "rule them all".

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4 Compare and benchmark your results

The fourth step is to compare and benchmark your results against your goals, your previous performance, and your competitors. Comparing and benchmarking will help you evaluate your content impact and identify areas of improvement or opportunity. You should compare your results against your goals to see if you are meeting or exceeding them, or if you need to adjust them. You should compare your results against your previous performance to see if you are improving or declining, or if there are any seasonal or external factors affecting them. You should compare your results against your competitors to see how you are performing in relation to them, or if there are any gaps or advantages you can leverage.

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Olivier Delfosse

EVP & GM | Advisor | Founder - Pet Collective | Earned over $40M for Creators
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Benchmarking against performance is a great way as a business leader to have more ownership of the trajectory and forecasting of your business. Some of the questions I am asking myself as the GM managing a P&L: - how is this metric compared to last month? - how is this metric compared to last year? - are there outliers that are affecting data reliability? - is my source data clean? - is performance affected by things I can control or not control (like platform CPM's or fill rates for ads) - based on what I learn about my performance, if I am doing bad what do I need to change, if I am doing good what do I need to change to learn from that and lean in? - what anecdotal evidence is there from my competitors?

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5 Test and optimize your content

The final step is to test and optimize your content based on your results and insights. Testing and optimizing will help you enhance your content impact and achieve your business goals. You should test different aspects of your content, such as headlines, images, formats, lengths, tones, calls to action, or distribution channels. You should use methods like A/B testing, multivariate testing, or user testing to compare the performance of different content variations. You should optimize your content based on the data and feedback from your tests, as well as best practices and industry standards.

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Olivier Delfosse

EVP & GM | Advisor | Founder - Pet Collective | Earned over $40M for Creators
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Multi-variate testing is perhaps one of the most powerful ways to optimize content. Some platforms allow you to do more than others, and many have now released A/B testing tools. For video content, on FB you can test different video/thumbnail versions as ads and see which one performs best. Snap and Youtube have A/B tools baked into the products that test thumbnails for you and then automatically use the highest performing. In digital video, I highly recommend anyone publishing to a social platform to leverage these tools.

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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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Hamed Moghtadaee

Marketing Manager @ Liateam | Content Marketing Consultant
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Creating a content strategy document is our compass for measuring content impact on business goals. It's not just a document; it's our ROI tracker. This guide defines key performance indicators, success metrics, and analytics tools to gauge how our content influences our bottom line. It's about data-driven decisions, proving value, and optimizing strategies. With this document, our content becomes a strategic asset, ensuring we meet and exceed our business objectives, one well-measured step at a time. ??????

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How do you measure content impact on business goals?

1

2

3

4

5

6

1 Align content with business goals

2 Choose relevant metrics and KPIs

3 Use tools and platforms to collect and analyze data

4 Compare and benchmark your results

5 Test and optimize your content

6 Here’s what else to consider

Content Strategy

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How do you measure content impact on business goals?

1

2

3

4

5

6

1 Align content with business goals

2 Choose relevant metrics and KPIs

3 Use tools and platforms to collect and analyze data

4 Compare and benchmark your results

5 Test and optimize your content

6 Here’s what else to consider

Content Strategy

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