Whether you’re talking about paid social media, influencer ads or establishing your website’s blog, making data-driven decisions gives any marketing strategy the best chance of success. After all, numbers never lie, right?
At Brand825, we rely heavily on data to help us make informed decisions in everything we do, especially when we work with our clients to create successful content marketing strategies.
However, there’s more to good content than good data. One of the marketing trends looming large in 2024 is the idea of looking beyond traditional metrics to explore new avenues of measuring content engagement.
Let’s look at how you can use untraditional elements to set new benchmarks to evaluate the true impact of your content marketing effort.
The Evolution of Content Metrics
The success of content marketing is usually measured by metrics like clicks, impressions and conversion rates. While these metrics provide valuable insight into user behavior, they only scratch the surface of the audience’s engagement with content.
For example, the number of clicks on a particular blog post may indicate initial interest, but they don’t reveal the depth of engagement or whether the content resonates beyond a user’s first interaction. Additionally, a high number of impressions don’t necessarily guarantee meaningful engagement. In other words, the content may be viewed, but not absorbed or acted upon.
And, as the ways users interact with content continue to evolve, businesses must also progress beyond conventional metrics and benchmarks to truly understand the impact of their content.
Different Strategies for Evaluating Content
Here are three atypical benchmarks to consider in going above-and-beyond the norm when measuring the impact of your content:
- Diverse User Behavior: Users engage with content in various ways, from likes and comments to sharing… and even creating their own content in response. Acknowledging this diversity requires businesses to explore metrics that capture the nuances of user interactions beyond the standard clicks.
- Content Consumption Patterns: Users no longer consume content in a linear fashion. They may engage with snippets on social media, explore in-depth articles, and participate in discussions. Businesses need metrics that reflect the varied consumption patterns and the value each interaction adds to the overall content journey.
- Long-Term Engagement: Establishing lasting connections with audiences should be prioritized over fleeting interactions. Metrics should extend beyond immediate reactions, focusing on sustained engagement and loyalty-building activities.
So, what elements should you use to quantify these benchmarks?
Qualitative Data: Unveiling User Experience
Qualitative data offers a deeper understanding of user experience, going beyond the numerical metrics. For example, comments, direct feedback and user-generated content provide rich insight—that may not be accurately represented in your numbers—into how your audience perceives and interacts with your content.
Analyzing sentiment through qualitative data allows businesses to identify areas for improvement and learn how to create content that resonates and builds a more authentic connection with their audience
Social Shares: Amplifying Reach and Impact
Social media is a juggernaut for content distribution. However, while likes and follows are essential metrics, the true measure of social success lies in the shares.
When your audience shares your content, they become advocates for your brand, extending your reach and influencing their networks. Tracking social shares not only reflects the resonance of your content but also highlights its potential to go viral… and create a lasting impact.
Brand Sentiment: Shaping Perceptions and Loyalty
Beyond quantitative metrics, brand sentiment plays a pivotal role in shaping consumer perceptions and fostering brand loyalty. Monitoring how your audience perceives your brand in things like Google reviews, direct messages on social media or customer feedback surveys provides actionable insight. Positive sentiment indicates a successful content strategy that aligns with your brand values, while negative sentiment could let you know that maybe it’s time to make some changes.
The interaction between customers and brands is evolving constantly. That’s why marketing can never be static. Not only do you need to gauge your marketing effort to see what works and what doesn’t, but you also need to consider what you’re measuring and how you measure it.
At Brand825, we believe it’s good to challenge conventional metrics and embrace a holistic approach to building a content strategy. When you look beyond clicks, you’ll forge a deeper connection with your audience, create more meaningful engagement and build lasting brand loyalty.
Andy Goldstein, Brand825’s content strategist, works closely with clients to create content strategies that spread brand awareness, promote thought leadership, increase web traffic and much more. If you’ve always wanted to launch a podcast, start a blog or create a killer eBook, Andy is all-too-excited to help you get started. He has a bachelor’s in journalism – and was close to a minor in theatre – at THE Ohio State University. When he’s not writing, recording voiceover or appearing briefly in Road House II: Last Call, Andy loves watching football and hockey and going outside with his two sons.
