How to Audit Your Marketing Content for 2018
Today we hosted a webinar, From Audit to Planning: Prepare for 2018. Our very own Customer Success Manager, Tazi Flory, was joined by Amy Wright of Amy Wright Content Marketing to share valuable insight into how marketers can audit their content and social efforts for a more effective 2018.
2017 End of Year Social Audit
Amy and Tazi also showed us the metrics that matter—and how you can identify which ones will help support your business goals. Tazi even shared some insight into our own social media campaigns here at Simply Measured, and how we use social data to optimize our strategy.
Perhaps the most insightful aspect of the webinar was when Tazi and Amy discussed the importance of historical data to guide the planning process for 2018. We don’t really know where to go without knowing where we’ve been.
The four types of historical data that will lead marketers to their best year yet include performance per channel, content performance, audience engagement, and audience growth.
Performance per Channel
Data is a marketer’s best friend—the more informed we are about our marketing tactics, the better we can adjust our strategies to make bigger business impact. Simply Measured Social Analytics, showcased below, reveals some interesting insight into the engagement happening on each of our social profiles. We can see which channel is driving the most engagement, identify peak days where engagement was high (and the days where engagement was low), and can track the growth of our audience to see if our content is gaining traction and attracting the right people. Social Analytics allows you to directly compare channels side-by-side, or you can filter out by specific channel.
Here’s what the data looks like, separated by channel, which is helpful if you aren’t looking to directly compare data between channels and instead are looking for trends within a single network. Take, for instance, these three engagement charts: one for Twitter, one for Facebook, and one for Instagram. For each channel, we can quickly identify peak engagement days.
As you dive deeper into each channel’s performance, be sure to ask yourself:
- Is one channel outperforming another channel—and if so, why?
- What type of content are you sharing on each channel, and is it performing as you’d hoped?
- Should you readjust your investment in each channel to align with how each channel is performing?
Content Performance and Audience Engagement
In addition to focusing on the performance of content for each channel—as a way to determine the types of content we want to produce from a creative standpoint—you need to look at your content through an ROI lens.
We know you have a choice when it comes to analytics software. But, naturally, we use our own conversion tracking functionality to determine the business value our networks are generating, so here is a snapshot from Simply Measured Conversion Tracking. Within our solution, we are able to determine the business value that each of our networks is generating. Interestingly, dark social channels (like Facebook Messenger) are generating the most revenue. But what does this teach us, exactly?
Say, for example, that we are promoting a specific blog post on social, but it’s not driving a ton of engagement. We notice, however, that it is still being shared a lot through dark social channels and is actually driving conversion. We know that in this case it’s not the content that is underperforming, but rather how we are promoting the content that may be falling a little flat. So, by setting up some A/B testing or retargeting our content, we might be able to increase that engagement rate.
As you look at the performance of your content and track audience engagement with that content, be sure to ask yourself:
- Are there some content types that perform better than others—for example, do videos out-perform photo content in terms of likes, comments, and shares?
- Would my content perform better if I repurposed it for a different channel, and the targeted audience?
- Are my investments in the creation of certain types of content worth the costs?
You also want to be sure that, in addition to looking at specific content that performs well on each channel, you track your audience growth to see if you continue to attract and engage more people within your target audience. Social Analytics also enables you to track these numbers and directly compare each network.
At Simply Measured, we found that our Twitter audience is our fastest-growing audience, but we are having limited success growing our audience on other networks.
This forces us to ask, “Why?”
Why is Twitter gaining so much attention, and how can we readjust our other strategies to grow our audiences on other networks? Interestingly, we found that while we are posting quite a bit more on Twitter, engagement rates are highest on Facebook, which indicates that the type of content we are sharing on Facebook aligns well with the interests and needs of that particular audience.
As you look for trends in audience growth, be sure to ask yourself:
- Is my actual audience the audience I am targeting?
- Is there a community out there that I am not engaging that fits my ideal customer profile?
- Which social channel is attracting more of my target audience, and why?
Three Final Thoughts
Your social and content marketing goals need to be crystal clear, and they should relay back to your overall business goals. Marketing is a business function that can be enhanced simply by working with other departments for a complete picture of how the business operates—and this translates into content and stories that we can share.
In light of new technology and enhanced marketing capabilities, don’t get lost in the “new and exciting.” Stay true to your brand. You don’t always have to follow the status quo if the strategies you create have established a strong presence for you. At the same time, don’t be afraid to take creative risks and explore possibilities with your content and social marketing campaigns.
And, finally, invest wisely. You want to be sure that the conversations you join are the RIGHT conversations to join. You want to be sure that you invest in the right channels—and continually re-evaluate the effectiveness of the various channels you use.
The full recording of today’s webinar, along with the slides, can be viewed below.
If you are ready to start your own social audit, download our 2017 Social Marketing Audit guide to take your first step.
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Bryan is the Content Marketing Manager at Simply Measured. He spoils his dog, is a fitness fanatic, and loves research and writing.