How to measure the success of your content marketing strategy
Posted: Tue Jan 21, 2025 6:06 am
Action and reaction are the two fundamental pillars on which marketing is based, and the first thing we must understand is that there is no point in creating a content strategy if we cannot measure the results at the end of a campaign.
The reason we measure the performance of a given action is to improve our business, to convert anonymous users into potential customers and to decide what to do and what to do in the future. Below, as a guide, we will teach you how to measure the success of your content marketing strategy:
1-Define KPIs or Key Performance Indicators
The first thing you need to do to define the success of your lawyer database campaign is to decide what objectives you want to achieve and what KPI (Key Performance Indicator) or performance indicators you will use to quantify the results of a particular action or strategy based on our objectives.
To establish your KPIs you must take into account that they are measurable, such as measuring the browsing time on a website. They must be relevant, you need information that provides concrete data. They must be achievable, always define realistic goals and objectives. And finally, they must be available over time, since it is useless to establish indicators that you will not be able to use for a long time.
In your content strategy, we recommend choosing Reach, Number of fans/followers and Engagement as performance indicators if it is developed on social networks . On the other hand, if your plan is developed on your website, your KPIs to measure should be visits/clicks, conversions/sales, browsing time and bounce rate.
2-Monitor the established metrics
You should take the time to observe how the previously defined indicators are working. Ask yourself: why is my reach so low? How have I gotten so many visits to my website? and how can I reverse the low sales? These types of questions will help you find the answers you need to reverse any trend. The important thing is to detect a difficulty while the strategy is being developed and not when it has finished and no correction or solution can be applied.
To do this, I recommend that you keep track of your results using an Excel or Google Drive spreadsheet , where you record the figures obtained for each of your indicators on a daily basis. This table will help you get a clear view of how your content strategy has evolved over time.
3-Use appropriate analysis tools
Fortunately, most of the platforms where we develop our content strategy now provide us with their own statistics to analyse and understand the performance of our campaign. This will undoubtedly make the analysis easier for us and allow us to obtain all the information we need immediately, clearly and quickly. Don't forget that monitoring and analysis is a task that we must carry out almost daily, which is why you should always opt for the best tools.
For social media and website strategies, we recommend using free tools like Google Analytics , Facebook Reports , and Twitter Analytics . On the other hand, if you need more detailed and synchronized information in just one tool, you can purchase paid marketing platforms like HubSpot , Marketo , or Eloqua .
The reason we measure the performance of a given action is to improve our business, to convert anonymous users into potential customers and to decide what to do and what to do in the future. Below, as a guide, we will teach you how to measure the success of your content marketing strategy:
1-Define KPIs or Key Performance Indicators
The first thing you need to do to define the success of your lawyer database campaign is to decide what objectives you want to achieve and what KPI (Key Performance Indicator) or performance indicators you will use to quantify the results of a particular action or strategy based on our objectives.
To establish your KPIs you must take into account that they are measurable, such as measuring the browsing time on a website. They must be relevant, you need information that provides concrete data. They must be achievable, always define realistic goals and objectives. And finally, they must be available over time, since it is useless to establish indicators that you will not be able to use for a long time.
In your content strategy, we recommend choosing Reach, Number of fans/followers and Engagement as performance indicators if it is developed on social networks . On the other hand, if your plan is developed on your website, your KPIs to measure should be visits/clicks, conversions/sales, browsing time and bounce rate.
2-Monitor the established metrics
You should take the time to observe how the previously defined indicators are working. Ask yourself: why is my reach so low? How have I gotten so many visits to my website? and how can I reverse the low sales? These types of questions will help you find the answers you need to reverse any trend. The important thing is to detect a difficulty while the strategy is being developed and not when it has finished and no correction or solution can be applied.
To do this, I recommend that you keep track of your results using an Excel or Google Drive spreadsheet , where you record the figures obtained for each of your indicators on a daily basis. This table will help you get a clear view of how your content strategy has evolved over time.
3-Use appropriate analysis tools
Fortunately, most of the platforms where we develop our content strategy now provide us with their own statistics to analyse and understand the performance of our campaign. This will undoubtedly make the analysis easier for us and allow us to obtain all the information we need immediately, clearly and quickly. Don't forget that monitoring and analysis is a task that we must carry out almost daily, which is why you should always opt for the best tools.
For social media and website strategies, we recommend using free tools like Google Analytics , Facebook Reports , and Twitter Analytics . On the other hand, if you need more detailed and synchronized information in just one tool, you can purchase paid marketing platforms like HubSpot , Marketo , or Eloqua .