How to measure content and
make better decisions
Jakub Chour
jakub.chour@lmc.eu | @kubachour

Step 1:

Step 2:
…sucks!
(at least when it comes to
content measurement)

why content measurement
often fails

Multiple systems involved
…

Actionable outputs
missing

Almost nobody
understands outputs

Solution:
Compare your content
with... your content!

Two metrics extractable from all systems,
for every piece of content published:

Engagement:
interaction ratio (%) for all channels

Reach:
all people who saw your content
Engagement:
interaction ratio (%) for all channels

0 interactions
many interactions

post 1 had 42 likes, 11 comments and 5 shares => 58 interactions
0 interactions
many interactions
post 1

post 1 had 42 likes, 11 comments and 5 shares => 58 interactions
post 2 had 15 likes, 20 comments and 1 share => 36 interactions
0 interactions
many interactions
post 1
post 2

post 1 had 42 likes, 11 comments and 5 shares => 58 interactions
post 2 had 15 likes, 20 comments and 1 share => 36 interactions
post 3 had 10 likes, 3 comments and 0 shares => 13 interactions
…
0 interactions
many interactions
post 1
post 3
post 2

And the same goes for reach
0 reach high reach

And the same goes for reach
post 1 had 57 214 reached users
post 2 had 75 856 reached users
Post 3 had 48 398 reached users
…
0 reach high reach
post 1 post 2post 3

Low engagement
High engagement
Let’s put axes together
Low reach High reach

Low reach High reach
Identify sectors of interest
Low engagement

Low reach High reach
Identify sectors of interest
Low engagement

Low reach High reach
Identify sectors of interest
Low engagement

Low reach High reach
Identify sectors of interest

It‘s actually easy to classify content
You only need two metrics – engagement
and reach

Last thing you need
A tool for putting this together

Find out more about our case at:
goo.gl/ytH3wc

Thank you for your attention!
@kubachour | jakub.chour@lmc.eu