You’ve created awesome content. Now what? It’s simple, really: Measure the progress of your efforts!
By measuring the progress of your owned media program you’ll be able to better establish a plan of action for future content. You can identify what’s working for your brand on different channels and what’s not. From there, you can pivot content creation to better resonate with your audience.
Additionally, you can make adjust content as it’s being created and pushed live.
At Raidious, we use a variety of tools, such as Rundown, Sprinklr and Spredfast, to publish content and to determine the success of our clients’ owned media programs. It doesn’t matter which tools you use, as long as you know how to use them, what you’re looking for and how often to check in on your content.
There’s really no wrong answer as to when you should measure your owned media program. In fact, you should probably be measuring before, during and after you create your content.
With clear key performance indicators (KPIs) outlined in your content strategy, you can measure against any number of factors. Here are takeaways you may gain by measuring content performance:
- Conversation reach
- Competitors’ conversations
- Trending topics
- Future-state content topics
You can establish a plan for how you’d like to distribute your content when you’ve measured against initial goals for existing content. You can determine new content to create and where your audience lives online.
Once you’ve created your content, you should be measuring your content within a week of publishing to see if your efforts are paying off. If your content was created for social channels, for example, you should be measuring for engagement. You want to know if your content has garnered:
- Low-effort engagement (likes/favorites)
- Higher-effort engagement (comments/replies)
Other things you might be measuring for include building leads for your brand and building awareness or growing the social following of your brand online.
After you’ve published your content, you should also revisit it days or weeks later once engagement has likely slowed or stopped. At that point, you’ll have a clear view of just how successful your content was in comparison to all of your other content. This will make it easier to establish future plans for your content. If your content was very successful, you should consider similar topics, publishing frequency and publishing times going forward. If your content wasn’t successful, you can try different topics, different publishing frequencies, different publishing times and perhaps even different platforms for publishing.
What if you’re struggling to get the engagement you’re looking for? First, take a breath and relax. Not everything comes easily on the first try. Sometimes failing is even beneficial, as it reminds us that there’s always a tweaking process and the opportunity to learn from what is and isn’t working. Second, remember that sometimes things aren’t going to go your way, and that’s okay. A dip in numbers is often explainable. Third, reach out to us! We’re experts in our field, and we have a number of ways to get your content noticed.