What gets measured gets managed—but are you measuring what really matters? In a landscape flooded with vanity metrics, smart content strategists look deeper.
Yes, impressions, clicks, and likes are useful directional signals. But the real value lies in engagement depth and audience quality.
Start by defining success per goal:
- Awareness? Measure reach and new audience growth.
- Engagement? Look at scroll depth, comments, shares.
- Conversion? Track signups, downloads, purchases.
- Trust? Measure sentiment, testimonials, repeat behavior.
Tools like GA4, Hotjar, and native platform analytics can surface these insights. But qualitative feedback—DMs, replies, survey responses—often tells a richer story.
Also ask: What isn’t being measured? Are you tracking time spent on thought leadership? Inbound mentions from media or influencers?
Ultimately, the most powerful metric is alignment: Does your content move your audience and your mission forward?
Don’t just count clicks. Measure impact.
