3 things you should do when measuring and evaluating your content

3 things you should do when measuring and evaluating your content

Too often in the world of content marketing, and indeed communications in general, one crucial step either gets left out of the process or is not paid enough attention.

Measurement and evaluation.

And it continues to amaze me that it is regularly overlooked. You might be delivered the world’s best strategy, but how are you meant to know it has succeeded if you don’t measure and evaluate it?

At contentgroup measurement and evaluation is the final piece of our eight-step content marketing methodology.


measurement and evaluation copyIt drives the accountability of any content marketing strategy that we produce for our clients.

So what are three things we would advise when measuring your content?

1. Set yourself goals and targets

You can’t measure success if you don’t have KPI’s or goals. Make your goals SMART – Specific, measurable, attainable, realistic and timebound.

For example an example of a KPI if you are starting a newsletter could be. Reach 1000 subscribers to the weekly newsletter by 30 June 2016.

2. Don’t be scared by bad results

My favourite quote when it comes to measurement and evaluation and monitoring the success of your content comes from our friends in the US, Content Marketing Institute.

Quite simply they say “For content marketing, it’s a long season. There are, and should be, many chances to fail — as long as we fail quickly, learn, and adapt to the new surroundings.”

It can be quite daunting when you set up a new content program and look at the results for the first time. Quite often the results aren’t what you want them to be. Don’t panic though. Give yourself (and your content) time to make an impact.

3. Make sure you use Google Analytics

Google analytics is a great starting point in your measurement and evaluation journey. There is a jungle of analytics tools on the world wide web that are not only costly, but are hard to navigate.

Google Analytics is neither of these and is presented in an easy to read dashboard. Take some time to get used to it and incorporate it into your content evaluation.

There are hundreds of easy to navigate online videos and blogs on how to use google analytics effectively. If you want to tap into these, just google it!

David is the Head of Consulting at contentgroup and possesses a love of writing. While he could write and talk about sport all day, his focus is now on helping public-sector clients tell their stories.

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