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What are the most effective ways to evaluate and test content for different audiences and stakeholders?

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Content testing and evaluation are essential processes for any content manager who wants to create engaging, relevant, and effective content for different audiences and stakeholders. But how do you know if your content is meeting your goals and expectations? What are the best methods and tools to measure and improve your content performance? In this article, we will explore some of the most effective ways to evaluate and test content for different audiences and stakeholders, and how to apply them to your content management strategy.

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Jigar Balat

Sr. Associate Digital Marketing at MYCPE ONE
Linda Onyango, MCIPR, MBA

Strategic Communications Lead | Public Relations | Reputation & Crisis Management | Champion for Transparent…

1 Define your content goals and metrics

Before you start testing and evaluating your content, you need to have a clear idea of what you want to achieve with your content and how you will measure it. Your content goals should align with your overall business objectives, your audience needs, and your brand values. Your content metrics should reflect the key indicators of your content success, such as traffic, engagement, conversions, retention, loyalty, or satisfaction. Depending on your content type, format, and channel, you may use different metrics to track your content performance, such as page views, bounce rate, time on page, social shares, comments, click-through rate, downloads, subscriptions, or feedback.

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Santiago Pérez

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Keep in mind that there are different metrics for each part of the funnel. It’s not the same to measure and awareness strategy than a acquisition one. Consider creating a dashboard that help you understand which metrics are more relevant for each step of the funnel and focus on improving the most impactful ones depending on your business’ objective and current situation.

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2 Segment your audience and stakeholders

One of the challenges of content testing and evaluation is that your content may have different effects and outcomes for different segments of your audience and stakeholders. For example, your content may appeal to different personas, demographics, locations, stages of the buyer journey, or levels of awareness. Similarly, your content may have different expectations and requirements from different stakeholders, such as your clients, partners, sponsors, or internal teams. To test and evaluate your content effectively, you need to segment your audience and stakeholders based on relevant criteria, and tailor your content to their needs, preferences, and goals.

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Santiago Pérez

Exploro, aprendo y dise?o nuevas formas de pensar y vivir con autenticidad | Te acompa?o en tu transformación a través de mentalidad, bienestar y experimentación | Growth | Coaching | Bienestar
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Remember to go beyond the obvious demographic traits to segment your audience. The most powerful advice here is to interact with those possible stakeholders, see what they really are interested on, what they consume and what are their favorite formats or platforms. Don’t be afraid to ask questions and experiment with different kind of approaches so you really understand the needs of your potential stakeholders

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3 Choose your content testing methods

Testing and evaluating your content for different audiences and stakeholders can be done in various ways, such as A/B testing, user testing, and content audit. A/B testing involves comparing two versions of the same element, like a headline, image, or layout, to determine which one performs better. User testing involves collecting feedback from real users who interact with the content. Content audit reviews and analyzes the existing content inventory to evaluate its quality, accuracy, and effectiveness. All of these methods can help you optimize your content for higher engagement and conversion rates, understand user needs and emotions, and identify gaps or redundancies in your content.

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Jigar Balat

Sr. Associate Digital Marketing at MYCPE ONE
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Evaluating and testing content for different audiences and stakeholders is crucial to ensure that your messaging resonates and achieves its intended goals. Few methods like Content Surveys, A/B Testing, Heatmaps and User Behavior Analysis, Analytics and KPIs, Social Media Insights, Competitive Analysis, Feedback Loops, Content Quality Guidelines, SEO Performance, Conversion Funnel Analysis etc. The evaluation and testing process should be ongoing, and adjustments should be made based on the feedback and data you gather. It's important to maintain a feedback loop and continuously refine your content to meet the evolving needs of your audience and stakeholders.

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Linda Onyango, MCIPR, MBA

Strategic Communications Lead | Public Relations | Reputation & Crisis Management | Champion for Transparent, Impact-Driven Public Engagement
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When working with users, be deliberate at the selection stage. Select users whose networks/reach/influence can be leveraged . For example, you can choose to work with influencers or key personalities who can help you extend audience engagement with your content. In some scenarios, depending on your content; you can consider working with various categories of your audience for more insightful feedback.

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4 Analyze your content testing results

Once you have conducted your content testing, you need to analyze the results and draw meaningful insights and conclusions. You need to compare the performance of your content across different segments of your audience and stakeholders, and identify any patterns, trends, or anomalies. You also need to evaluate the impact of your content on your content goals and metrics, and measure the return on investment (ROI) of your content. You can use various tools and techniques to analyze your content testing results, such as data visualization, statistical analysis, or content scoring.

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5 Communicate your content testing findings

The final step of content testing and evaluation is to communicate your findings and recommendations to your audience and stakeholders. You need to present your content testing results in a clear, concise, and compelling way, and highlight the key takeaways and action points. You also need to tailor your communication style and format to your audience and stakeholders, and use appropriate language, tone, and visuals. You can use various formats and channels to communicate your content testing findings, such as reports, dashboards, presentations, or newsletters.

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Santiago Pérez

Exploro, aprendo y dise?o nuevas formas de pensar y vivir con autenticidad | Te acompa?o en tu transformación a través de mentalidad, bienestar y experimentación | Growth | Coaching | Bienestar
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Be sure of documenting your process of experimentation, keep a learning agenda and write down every single insight you find. It’s easy to forget what you already learned two or three months ago, also documenting is an essential step to delegating and giving more clarity to your teams.

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6 Implement your content testing learnings

The ultimate goal of content testing and evaluation is to improve your content and make it more effective for your audience and stakeholders. Therefore, you need to implement the learnings and insights that you gained from your content testing, and apply them to your content creation, distribution, and management. You need to update, edit, or remove any content that is not performing well, and create, optimize, or amplify any content that is performing well. You also need to monitor and measure the results of your content changes, and repeat the content testing and evaluation cycle as needed.

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7 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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What are the most effective ways to evaluate and test content for different audiences and stakeholders?

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3

4

5

6

7

1 Define your content goals and metrics

2 Segment your audience and stakeholders

3 Choose your content testing methods

4 Analyze your content testing results

5 Communicate your content testing findings

6 Implement your content testing learnings

7 Here’s what else to consider

Content Management

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What are the most effective ways to evaluate and test content for different audiences and stakeholders?

1

2

3

4

5

6

7

1 Define your content goals and metrics

2 Segment your audience and stakeholders

3 Choose your content testing methods

4 Analyze your content testing results

5 Communicate your content testing findings

6 Implement your content testing learnings

7 Here’s what else to consider

Content Management

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