Measurement + Content Strategy
HOW TO MEASURE YOUR EFFORTS
Your content strategy has always been about raising brand awareness. Without direct interaction from your audience, it can be hard to measure how much awareness you’re actually raising. Over the past few months I’ve written to you about developing your strategy, establishing a consistent brand voice, and choosing where and when to disseminate your message. Today, I’m going to talk to you about measuring your efforts.
LEARN THE LINGO
First things first, what is the difference between reach and an impression? It isn’t always immediately apparent, right? Here are some terms you should know before we move forward:
Reach: the number of people who have seen your content.
Impressions: the number of time of your content has been displayed
Engagement: the number of times your audience interacts with your content (likes, shares, etc.)
USE NATIVE TOOLS
Measuring how well your content strategy is working doesn’t usually require a major investment. Platforms such as Facebook and Twitter have native (built in) tools that let you review how your efforts measure, post by post.
WHAT THEY MEASURE
Facebook Insights keeps track of the life of your page, monitoring how often your page is viewed, visited and how many engagements (or “actions on page”) you experienced.
Interested in seeing how you stack up against similar brands? Use Facebook Insights “Pages To Watch” feature to monitor similar metrics for your competitors (or idols).
Twitter Analytics works similarly, tracking profile visits, impressions, mentions and how many followers you gain over a 28 day period. Both tools let you drill into other metrics, such as audience demographics.
WHAT YOU’RE LOOKING FOR
Knowledge is great, but it’s what you do with it that counts. You know the audience that you have in mind when you create content, but learning the about the actual audience that consumes your content is even more valuable knowledge. Together, with that knowledge and knowledge about how your individual content posts are received, you should be able to make strategic shifts to improve how you connect with your audience, or aim for a new audience altogether.
WHAT ABOUT THE WEB?
If you took the time to invest in a website, you might as well measure its effectiveness...right? We make it no secret that we work with Squarespace to develop websites for our clients. The platform’s easy content management system makes managing the site easy and time effective for our client’s to manage once we’ve transferred the site to their care. Squarespace offers a comprehensive dashboard that allows you to monitor site traffic (the number of visitors to your site), as well as information about where they come from, what kind of devices they’re using and the search engine queries that got them to your site. All of which are powerful information that tells you how about the behavior and demographics of your audience.
If you’re not using a Squarespace site, there is another powerful tool that anyone would recommend to you: Google Analytics.
What about all of those blog posts, or product posts, that you link to from your website in social media posts? The ones that get shared around and eventually out of your site? I recommend Bit.ly as a link shortener and a link tracker. Bitly will provide you with information on how many users have clicked your link.
We create content to build brand awareness, to drive people to our website, to promote products, services, news and other information. Sometimes it’s easy to gauge how effective we are in doing so by the way our audiences engage back with us, but sometimes it’s not. And, often, it’s valuable to understand just how our efforts are working out in our favor. Measurement is the key to learning that. Now go forth and discover how your work is working out for you.