Content Metrics to Track
Analyze and track social data to make informed decisions
Before you start evaluating the effectiveness of your content strategy, it’s important to set appropriate expectations. If you only have 500 social followers, don't expect to see high conversion rates - your first priority should be to grow your following then drive traffic to your website or online shop. When measuring the impact of your content marketing efforts, focus on two key areas to track your progress - content amplification and conversion.
Measuring content amplification is about measuring how many shares, likes, favourites and retweets your content receives. For example, say you run a bakery and you share a recipe that incorporates ingredients from your new product line. Your goal is to attract the attention of your existing followers who, by interacting with your content, could amplify it to their own networks. The actions you want to measure and track are the number of shares, comments, retweets, likes and favourites on the social posts related to the recipe you’re sharing.
The other metric to track is conversion. Conversion metrics can vary based on your goals, but generally speaking, the conversions you want to track are the actions that happen on your website that stem from your social media activities. In this framework, a conversion may be a newsletter sign up, a purchase or an ebook download. Say you’ve published an ebook with a goal of generating leads for your B2B agency. In order to track conversions, you’ll want to measure downloads attributable to visitors coming from social media channels. You can do this by configuring custom UTM parameters in Google Analytics. These will track the source of the visitors who complete a download, giving you a clear picture of the impact your social media activity is having on lead generation.
Google Analytics is an essential tool for measuring conversions, traffic and user behaviour on your website, so take the time to familiarize yourself with its functionality by checking out the additional resources section at the end of this course.