Metrics

It is essential that you review the effectiveness of your content.

As we have told you, the goal is for there to be interactions and for you to learn what your audience likes.

The only way to improve is to measure it.

All platforms provide metrics.

Your email tool gives you open metrics

On LinkedIn you can see the likes, comments and views of your posts.

The same in the other networks.

Good.

Let's make it easy.

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There are no metrics that serve everyone.

DO NOT COMPARE.

Much less if you are just starting out.

Just keep posting and compare between YOUR OWN CONTENT.

More is not better.

BETTER IS BETTER.

To do this, go to the CMF sheet and at the end complete the "Repercussion" column: High, Medium, Low.

You can add more columns with metrics if you want to make it more precise, but to start with measuring it at your discretion, High, Medium, Low, is enough.

Define a criteria by type of content and share it with your team.

Example:

Mail: Lower than 15% openings. Average between 16% and 30%. High more than 31%

LinkedIn: Low: Less than 1,000 views. Average between 1001 and 5,000. Add more than 5,001

Design your intervals that can vary over time as you improve your content.

What should you do?

Analyze the contents 1 time a month.

Add the results to your CMF sheet: https://docs.google.com/spreadsheets/d/1sOnpeNDnbp9vyUfdP1dh4dHkW2WG3PJpCeQrQ6_BMH0/edit?usp=sharing

Create and post more of the types of content that have a high impact.

Easy isn't it?

Measurement of content to generate leads

When you share documents or Lead Magnets that generate a record on your website, you must measure "where those people come from".

What you should do is use the famous "utms".

If you don't know the term, they are simply a few parameters that are added to the end of the url you share so that Google Analytics (or the analytics tool you use) can record the traffic source.

Process:

1. You must have Google Analytics installed on your website
2. Copy the url of the landing where the user will have to register
3. Go to https://ga-dev-tools.appspot.com/campaign-url-builder/ and add the source, medium and name parameters under a defined structure and copy the resulting url.
4. You can then use a url shortener like https://bitly.com/ to make it more user-friendly (and also measure clicks).

This will allow you to know in Google Analytics which links, sources and campaigns generate more leads.