Focus your time and energy where it matters most by keeping a closer eye on what’s working and why.
How often do we put content out there in the world without any real understanding how well it’s doing?
How often have we promoted blogs, social posts and the likes without much thought about what the true aim of it is?
Too. Many. Times. But it doesn’t have to be that way. Setting goals and then tracking against them is simple and relatively quick for the oh-so-vital insight it provides.
This is a step beyond your normal analytic tracking where you log ‘what’ your audience or customer is doing. This approach does that, but looks at the ‘why’ too. You’ll get answers to questions like:
- Does my content encourage the action I want it to?
- What type of asset works best for my audience?
- Which topics resonate the most and which don’t?
- Where can I make improvements that’ll have biggest business impact?
If you avoid tracking and analysing your performance, then, eventually, you’ll fall into a blackhole of confusion over what works and what doesn’t. Even if you’re riding high, don’t you want to know why so you can replicate that special sauce?
Luckily for you, I’ve put together a free template so you can start monitoring your content’s performance right now. Click here.
How to use:
- Open and save a copy/download
- Take a look at the examples
- Update the ‘Report’ tab first
- Decide key the metrics that make sense for you to measure. Here are some examples:
- Asset type e.g. video, graphic, video, long form, short form, article.
- Call-to-action e.g. registrations, donations, purchases, open rates
- Copy e.g. length, sentiment, use of emojis, specific keywords
- Goal e.g. inform, excite, educate, acknowledge, praise
- Work your way through the rest of the sheet
- Fill out the Overview tab, using your main business, project or campaign objectives to decide the metrics to measure. This is you go-to page for info. Edit as needed
- Update the doc every two weeks (if not more)
- Act on the insights and key learnings discovered (most important bit!)
Note: After tracking for a couple of weeks, log your baseline averages to measure performance against.
Tracking content, reports, metrics. They’re not sexy words. It can be daunting but it doesn’t need to be. The insight you’ll learn will soon turn you into a data-lover. Following the steps above will keep it simple. Using this template, will make it quick.
Still stuck? Book in for a free 30min call or drop me an email.