You create content and hope for the best. But there’s a better way than throwing darts in the dark.
Step 5: Figure out what’s actually working
Measuring how well your content performs doesn’t have to be overwhelming. You just need to focus on a few key metrics:
- Conversion rate: Are people taking action after reading your content? (Think: signing up for your newsletter or booking a call)
- Traffic sources: Which content is bringing the most visitors to your website? Is it your blog? Instagram? YouTube? TikTok?
- Engagement (time on page, social shares, comments): How long are people spending with your content, and are they sharing it?
- Keyword ranking: Is your content showing up in Google searches for the right keywords?
- Lead generation: Are you getting quality leads from your content?
- ROI: Is your content actually making you money?
If you aren’t hitting the numbers you were hoping for, don’t panic. This is where it pays to be flexible. Look at what’s underperforming to spot ways to improve it. Look at what’s performing well and how you might apply that to other content that might not be doing so hot. You can even experiment with new types of content to see what works.
Step 6: Keep showing up
Content marketing is a long game. You might think of it like building relationships – consistency matters, but so does reading the room.
Keep showing up regularly (your audience needs to know they can count on you), but pay attention to trends and audience shifts, and don’t be afraid to switch things up when needed. For instance, if short-form video is outperforming blogs, you might shift a few resources around.
Want a done-for-you content strategy that actually grows your business? I help B2B companies create content that aligns with their goals — so they don’t waste time on posts that don’t convert. Reply to this email or request a quick call.
– Amy
