Every time you publish digital content, it produces metrics. And what you do with those metrics can make or break your digital strategy.
As an industry, we’ve been debating about measurement for decades. From column inches to click-through-rates, different metrics bring different value. And digital marketing offers a whole new list of metrics to calculate and criticize.
Here are some things to keep in mind while navigating through today’s big data:
There is no silver bullet metric that measures success for every brand. Each brand needs to make an informed decision about what measurements are most important to them. These metrics should reflect the organizations priorities. Also known as key performance indicators, consensus should be built around carefully prioritization of the metrics most important to the brand. This will ensure everyone during the process – from the creative brief through production and placement – is focused on achieving the same goals.
Keep in mind that beauty is in the eye of the beholder. What some brands view as meaningless vanity metrics – such as the number of impressions generated by content – may be viewed as valuable for brands who are focused on boosting brand visibility.
Once your key performance indicators have been established, it’s time to figure out what moves your needle. In other words, take a deep dive into your data to get answers about what correlates between content and metrics. Questions you can seek answers to include, but aren’t limited to, finding correlations between the following:
· Are third-party spokespeople really influencing our metrics? If so, which metrics and by how much?
· How do images we use correlate with click through rates?
· Are we pushing our products too hard, or not enough? How does the number of product mentions correlate with our key performance indicator?
By isolating certain variables and finding correlations, you can distill your big data into big answers that can effectively drive your content strategy.
The problem is….
Data about trends are plentiful, but trends don’t provide real, meaningful insights into your brand’s content strategy. Using basic math to rank content and calculate averages are also not very insightful. Instead, real data-based marketing utilizes advanced statistics to find real insights about WHY certain content performs better while other content flops.
There is no one-size-fits all approach, and no substitute for discovering what is working specifically for your brand. The good news is, we can help. Contact us today for a free consultation about uncovering the insights in your data.
Gretchen Crawford is CMO of Brightside Data and a partner with PRSC Group LLC. She is passionate about both the creative and analytical aspects of great content.