Planning season is in full swing for many content marketers, so the #ContentChat community traded tips on how to best approach reporting and measurement cycles. Read the full conversation below, which explores how to quantify content marketing success, best practices for presenting the data, and the tools you should adopt to support ongoing measurement of your activities.
Q1: Are you working on a 2019 year-in-review content marketing analysis or another reporting project right now? If so, what do you hope to learn? If not, why not?
Many marketers start the new year by analyzing the success of the previous year’s content. Typically, they’re looking to see what types of content performed best, how different channels stacked up, and what topics they should explore next.
A1 That’s on the calendar for tomorrow, actually. I’ve only been in this job for a month and a half, but we’re gonna look at the entire year’s metrics and discuss what worked and didn’t. Good times! #contentchat
— Martin Lieberman (@martinlieberman) January 13, 2020
A1: I am. Most interested to learn what formats performed the best.#ContentChat
— Danielle Bullen Love (@daniellewriter) January 13, 2020
A1 #contentchat We tend to do that as the year closes so in December. We looked at growth metrics and their performance. This gave us insight on where to focus on in 2020 at a holistic level. Then we dove in specific channels and content types to find the growth triggers.
— Bruce Deschamps (@brucedesch) January 13, 2020
A1: I’m reviewing my writing from the past year to see what topics I want to explore this year. It’s exciting! #ContentChat
— Rachel Wendte (@rkwendte) January 13, 2020
Q1: I’ve been working on the social media report gor Visme and we are looking at switching to bigger and better tools for 2020. #ContentChat
— Orana Velarde (@OranaCreative) January 13, 2020
A1. Definitely doing this. Hope to learn the balance of assets created in 2019 and the value add vs the repurposing we have done. Also it particular subjects were more popular than others. https://t.co/JjCvwWf83L
— Jen Brass Jenkins (@chrliechaz) January 13, 2020
A1. I worked on several 2019 reviews to come up with our 2020 recommendations. I have learned that for my clients, simple additions are easier to implement than huge changes. #ContentChat
— Janette Speyer (@JanetteSpeyer) January 13, 2020
A1: I’m with @MLLNNLmotivator here. I’m looking forward and continuing the goals I put in place in 2019. I reviewed 2019 analytics, but I don’t plan on sharing them. They will just help me move forward.#ContentChat
— Dr. Donald Hecht (@realDocHecht) January 13, 2020
A1: Yup! We waited until the year closed so that we could include December numbers as well. We provide insights and recommendations for optimization. #ContentChat
— Berrak Sarikaya 👩🏻💻| B2B Strategist (@BerrakBiz) January 13, 2020
A1. We just presented ours last week! Happily, it provided a lot of affirmations that our current content strategy is taking us in the right direction! It also offered valuable insights on what content was best received. #ContentChat
— GreenRope (@GreenRope) January 13, 2020
That said, annual content audits are not conducted by all marketers, or they are just one piece of the measurement puzzle. We’ll explore some different reporting cadences in Q8.
Yeah, my mantra is #ContinuousImprovement.
Go for singles, not home runs. A home run strategy is a fool’s game.
— Tod Cordill (@todcordill) January 13, 2020
A1) #contentchat We tend to analyze as we go in order to try new things or repeat successes, but a full year in could be interesting.
— Diana Richardson (@DianaRich013) January 13, 2020