Inbound Content

Chapter 9Measuring and Analyzing Content

Why Measuring and Analyzing Content Is Important

Without taking a close look into the performance of your social media messaging, your content offers, or your advertising, you have no evidence that the content you've invested so much time producing is actually working.

There are three reasons that content and its performance should always be looked at with a keen eye. Measurement and analysis can help you:

1. Find out if your marketing efforts are driving the needle on sales.
2. Discover insights and determine where to go next.
3. Document and report on progress for future use cases.

Think About the Potential Money and Time You and Your Team Could Be Wasting on Channels That Don't Drive You Toward Meeting Your Goals

Analyzing your content helps close the loop on your day-to-day marketing efforts.

Identifying success is all about analyzing your short-term efforts to eventually impact your end goals and long-term plan. But only 8% of marketers consider themselves successful at tracking the performance of their content marketing efforts.¹

Analyzing and Measuring Your Content Also Allows You to Uncover Insights You May Otherwise Have Missed

Do content offers in a certain format work for your business? Look for trends by channel, content format, and topic.

What works best for your audience? Has this changed over time?

Is there a new trend in your industry? Stay on top of it. Review not only your content but that of your competitors to be sure ...