How do you measure content performance?
Which content works? Likes are counted and the most-liked post is called a success. Yet the most-liked post may have brought in no customers at all. 📊
The commonest content measurement mistake is taking the visible number for the important one.
Short answer: measure content by its goal — awareness content by reach, trust content by saves and comments, demand content by site visits and enquiries. Decide with a short monthly table. 🎯
Four indicators by goal
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- Awareness
- Interest
- Trust
- Demand
Each piece by its own number. 📏
Awareness
Reach and new followers; how many new people it reached. 📣
Interest
Saves, shares, meaningful comments; worth more than likes. 🔖
Trust
Watch time and completion; was it really consumed? ⏱️
Demand
Site visits, messages, forms; content bringing in business. 📩
The monthly content table
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- Content and goal
- Main indicator
- Cost
- Decision
Four columns. 📋
Content and goal
What went out, what was it for? 🎯
Main indicator
One goal-fit number; comparable. 📊
Cost
Hours or budget spent; effort made visible. ⏳
Decision
Continue, change or drop; one word. ✅
Making decisions
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- The best three
- The weakest three
- Series and formats
- Return on effort
Four questions. ❓
The best three
Why did they work? Topic, format or opening? 🏆
The weakest three
Why not? Repetition, timing or the wrong channel? 📉
Series and formats
Which series should continue, which end? See the calendar guide. 🔄
Return on effort
High-effort, low-return formats get simplified. ⚖️
Linking to the site
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- Tagged links
- Landing page
- Enquiry source
- Monthly merge
Four steps. 🔗
Tagged links
Links in content are tagged to show their source. 🏷️
Landing page
Each piece points to a relevant page, not the homepage. 🎯
Enquiry source
A “how did you hear about us” question on forms. 📝
Monthly merge
Channel data and site data in one table; see the archive’s measurement guides. 📊
Four common mistakes
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- Judging by likes
- One number for every piece
- Daily checking
- Measuring without deciding
All four lead to wrong decisions. 🚧
Judging by likes
Likes are easy, meaning is thin. 👍
One number for every piece
Awareness content isn’t a failure because it didn’t bring enquiries. 📏
Daily checking
Daily swings don’t justify decisions; look monthly. 🗓️
Measuring without deciding
The table is kept but the content plan never changes. 📉
What should I do today?
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- Step 1: list last month’s content
- Step 2: add the goal’s number
- Step 3: one decision
- If you want help
Three steps, one hour. 🪜
Step 1: list last month’s content
Give each a goal; one of four. 📋
Step 2: add the goal’s number
Not likes, the goal’s indicator. 📊
Step 3: one decision
Do more of the best format, drop the weakest. ✅
If you want help
Let us set up your content measurement together: use the consult your expert form. For your current setup see the digital audit; the bigger picture sits on the digital media consulting page. 🎯
Related reading from the archive: which number counts · which ad drove the sale.
📝 Notes From the Field
A business had increased its most-liked, entertaining posts, but enquiries on the site hadn’t changed. Content was tagged by goal and links were set up to show their source. Most enquiry-driving content turned out to be low-liked “how-to” videos. That format was increased and enquiries rose noticeably.
📖 Short Glossary
Reach: the number of people content reached. Meaningful engagement: valuable reactions like saves, shares and comments. Completion: content consumed to the end. Tagged link: a link whose source can be measured.
⚡ Quick Summary
The most-liked content may not bring the most business. 📊 Measure content by goal: awareness, interest, trust, demand. The monthly table holds content-goal, main indicator, cost and decision. Learn from the best and weakest three. Tagged links and landing pages tie content to the site.
🎯 Next Step
Let us set up your content measurement: use the consult your expert form. The archive sits in the digital assets guide; for your setup see the digital audit.
Frequently Asked Questions
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Channels’ own analytics plus your site analytics suit most businesses. What matters is combining them in one table.
Followers from the right audience are valuable, but not a success measure on their own. Engagement and site visits mean more.
A short monthly review is enough for decisions. Daily swings mislead.