Evaluating Your Content Marketing: Measuring Approval
You have created your content marketing plan, and you have published all your content, but you don’t know how to evaluate your success? In some cases, your KPIs might help you, but mostly they only show the end game of your content marketing, not the actual performance of your content. But how do evaluate your content marketing? There are three factors you need to consider measuring: attention, action and approval. Last time we covered attention and action metrics, today let’s talk about approval.
I share this = I approve this
If you ask a content marketer on how the content marketing performance is measurable in most cases, the marketer will answer, “engagement.” Post shares, likes, comments, pins, follows and other social media engagement metrics. We also do believe these metrics are super important to measure your content performance but from an outcome perspective, this is the least significant concerning your business.
When users engage with content, they mean to say “we approve this content.” Approval is vital as without approval; there’s no credibility.
The engagement food chain
There is a lot of metrics that measures engagement. But which one is more important than others. It all depends on the depth of engagement. How much the users want to approve that content, what would be the depth of their connection to that content? Hitting a like, a favorite, a pin is easy. Hitting follow or comment requires more, however. Sharing or retweeting something means that a particular user is truly behind that content, and the approval rating is the highest possible. Sharing other users’ content on your channels is the best thing any brand or company can want.
Evaluating your content marketing: The big picture
We hope that we have helped to deliver the full big picture on how to evaluate content marketing performance. Engagement metrics are not enough; you also need to measure the outcomes of your content and the rate of attention generated by your content. From there, you can paint the full user journey to your content marketing and evaluate the process, gather some insights on each stage and in the end: perform better.
This week we showed you how to evaluate your content marketing performance. Please join our weekly Q&A where we answer all of your further questions.