Data can help determine if a company's content strategy is effective, identify missing content opportunities, and assess what types of content are losing followers. By constantly updating content based on data insights and evaluation, a company can develop an evolving strategy that aligns with changing audiences. Simple metrics to start measuring include social media engagement, website traffic, email performance, and customer feedback to help discover new audiences and tailor content for highest impact.

1. Content
Marketing
Analytics
JENNIFER NAVALA

2. “The goal is to turn data into
information, and information into
insight.”
- FORMER EXECUTIVE, PRESIDENT, AND CHAIR OF
HEWLETT-PACKARD CO.

3. How can you use data to drive
strategy?
Data can:
Determine if your current strategy is effective
Help you find content you are missing out on
Assess what type of content is losing followers
Current trends

4. Data Driven Content Strategy
Insights
Ideas
Content
Creation
Distribution
Evaluate
and
Optimize
• Content should constantly be updated based on data
and evaluation
• Creating an evolving content strategy should align with
your changing and expanding audience
• Evaluation can assist in discovering new audiences and
tailoring content to have the highest impact on your
business

5. What to Measure: A Simple Start
Social Media Engagement
• Likes
• Reach
• Comments
• Shares
Website
• Clicks
• Page views
• Bounce rate
• Page clicks
Email
• Clicks
• Open Rates
Customer Service Surveys
• Customer perspective
• Customer opinions

6. Helpful Links
• Social media metrics
• Website Metrics
• Email Metrics
• Customer service surveys
WordStream: Guide to Metrics and Analytics