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What tools should I use to measure the success of my digital content?

With so much content to share, it’s important to know who you’re reaching when you share your images, videos and resources online. What’s working well for you, what content are people enjoying and how are they engaging with it? We’ll introduce a suite of tools you can use to track just that.


This resource is available in English and Welsh
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Photo by Christina Morillo on Pexels.
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What tools should I use to measure the success of my digital content?

Contents

  1. Track your content online
  2. What tools should you use
  3. Utilise your data
  4. Download infographic

1. Track your content online 2. What tools should you use and 3. Utilise your data

Long description below under 1. Why it's important to track your content online after posting.

1. Why it’s important to track your content online after posting

Measure the success of your efforts and leverage the insights to help you:

  • Target underperforming segments of your audience
  • Know what type of content your audience enjoys
  • Understand which of your marketing channels are working best, and how to improve your performance
  • Understand where your traffic, clicks or leads are coming from
  • Track and adjust your bids on Search ads to improve your performance

 

2. Tools to track success/failures of various pieces of content

Google Analytics 

  • Search ad performance
  • Website traffic and behaviour
  • Understand engagement and actions taken
  • Compare to industry peers

Google Search Console

  • Focus on SEO efforts
  • How your website performs in Search
  • Troubleshoot issues on your website
  • Discover which search terms work for you

Google Business Profile

  • Direction or contact requests
  • Website clicks
  • Audience numbers
  • How people find your Google Business Profile (Search and Maps)

Social media insights
Each social media platform like Twitter, Facebook, Instagram, and LinkedIn, has its own insight tools. While they all might look a bit different, they all cover:

  • Content Performance
  • Ad performance
  • Audience insights
    • Demographics
    • Regions
    • Interests

 

3. Utilise this data to plan social media campaigns
Now that you have data to measure the success of the content you have posted, you can use these insights to understand how to plan better for future content:
Define your audience

  • Who are they? – age, gender, location.
  • What are they into?
  • Who/what influences them?
  • When are they usually online?
  • Which social media do they use?

Create your strategy based on insights

  • When should you post?
  • How often should I post?
  • On which social media platforms should I post?
    • What calls to action work best?

Refine your content based on what your audience likes

  • Announcements – new events
  • Non-promotional – behind the scenes insights
    • Product or brand-related – New products in your online shop
  • Recurring content – seasonal events or sales
    • Operational – job openings
    • Responses – engaging with a customer or influencer
    • Informative – blogs or articles

 

Download How do I measure the success of my digital content? infographic [pdf 489 KB]

 

 



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With so much content to share, it’s important to know who you’re reaching when you share your images, videos and resources online. What’s working well for you, what content are people enjoying and how are they engaging with it? In this resource by UpSkill Digital, we introduce a suite of tools you can use to track just that.

 
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Using analytics to understand reach, engagement and conversion of your online audiences

All digital channels have different metrics and ways of reporting, so the challenge is often to find a consistent way to report your stats across all channels. In this resource, Trish Thomas explains how to use the analytics from both your website and social media channels to understand and report on reach, engagement and conversion rates of online audiences.

 

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Published: 2022


Creative Commons Licence Except where noted and excluding company and organisation logos this work is shared under a Creative Commons Attribution 4.0 (CC BY 4.0) Licence

Please attribute as: "What tools should I use to measure the success of my digital content? (2022) by UpSkill Digital supported by The National Lottery Heritage Fund, licensed under CC BY 4.0




 
 


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