Digital Marketing - Study Notes:
Benefits of measuring content performance
When you measure the success of your content marketing efforts, you can see the value of your work in terms of how it achieved the key performance indicators, or KPIs, you set for the activity.
Measuring the performance of your content is an essential part of content marketing. It can help you to:
- Justify spend and resource allocation.
- Provide learnings for future campaigns.
- Unearth unexpected insights.
- Create a valuable roadmap on how to produce a content strategy.
- Clarify topics and themes that resonate with an audience.
Your learnings from the measurement phase of your current campaigns should always be fed back into the research and planning phase of future campaigns to help drive and inform strategy decisions.
If you have stated your objectives and KPIs in your strategy document, you can refer to this document when measuring your campaign success to determine how well you are achieving what you set out to achieve.
If there are areas that are overperforming or underperforming, you can investigate why this is happening by referring to the appropriate documents from your strategy. For example, what personas are most engaged? What channels are driving most action? What formats from your content schedule are particularly effective?
Using the written record from your plan to identify success while ‘in-campaign’ – in other words, when the campaign is live – allows you to quickly adapt your plan to the reality of the campaign performance.
Back to TopWill Francis
Will Francis is a recognised authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.
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By the end of this topic, you should be able to:
- Identify the benefits of using personas in content marketing
- Critically analyse the relationship between buyer personas, target audience and content marketing
- Systematically analyse techniques for sharing and promoting content and for measuring content performance
