Before you can make strategic decisions, you need detailed intel on content performance.

By tracking the right social media measurement and web metrics, you’ll answer two critical questions:

  • Is your content marketing working?
  • How can we make it better?

In other words, social media measurement and web analytics allow you to build on your successes – and learn from everything else.

Deep content performance insights are a critical part of what we do. You’ll know if your content is reaching your target audiences and how/when they’re responding.

Using a combination of in-the-moment observations and formal, customized reports, we’ll work together to:

  • Prove accountability to the strategy, goals and investment.
  • Identify opportunities to maximize ROI and drive future results.
  • Spot concerns and correct course.
  • Provide feedback to contributors/SMEs who invest in the content process.
  • Use results to show the value of content, including how it impacts your other marketing efforts.

Our approach to reporting and analytics

We understand what’s important, how to track it and what to do with the information.

We stay curious about all factors contributing to content performance, monitor progress toward goals and build on success by identifying high performing content.

Instead of flooding you with numbers, we teach and empower you to understand what we’re measuring and why… and how to leverage it to build momentum.

We give you the tools to prove the success of your efforts and make the case for content marketing to internal stakeholders.

Our reporting and analytics services

As you seek to understand the effectiveness of web, blog and social content, we’ll help you determine which datapoints to measure and how to report them. Specifically, we:

The instant we’re up and running, we start gathering data on key success measures directly related to your goals. This typically includes analytics on web, blog and social media performance. Specifically, we track web KPIs, like organic traffic, sources, pageviews, time on site, position, rank, authority, CTRs, bounce rates and more. In addition, we track several social media metrics, including engagements, impressions, reach, shares, RTs, video views and link clicks.

We keep a close eye on content performance and deliver frequent insights as part of our ongoing SEO and content management processes, including reporting urgent or trending data as it’s captured. We also highlight observations and takeaways in regular editorial planning calls and present more in-depth analytics in bi-monthly or quarterly reports. In addition, we report and share social media campaign results during and after the campaign.

We customize reports according to your strategy and goals. We include comparisons based on industry or custom benchmarks and also against valuable parameters, like prior reporting periods or YoY. We present data and insights in the format that works best for you. Options include lists, narratives, spreadsheets and visualizations.

Our team is skilled with Google Analytics and several social media marketing tools, including Sprout Social and insights that are native to the social platforms. In addition, we’ve developed DataSnap, a proprietary tool that captures data and creates visualizations in real time.