I am doing a review for some clients of the work we have done last year. This type of analysis is vital work, because it is essential that you know what is working and what isn’t, especially when it comes to online content and your search SEO and other results. It is only by having objectives and then intelligently measuring performance that you can plan for the results you want going forwards. Of course, the beauty of content marketing is that everything is measurable; and paradoxically, that is also part of the problem.
Making sense of the data
In this world of big data, the intelligence lies in knowing what to measure and then, more importantly, what sense to make of that. Only then can you smash your performance year on year, or at least keep ahead of the tricky algorithm changes that have contributed to the decline in organic reach.
So here are some results. For 2 days a month activity for a 50-employee strong business with ca 2 million GBP turnover: