Any successful business person knows the importance of evaluation, testing and readjusting for improvement or change. With these complicated business decisions, you want to have some idea of what you should be looking for as warning signs.
1. Did you hit the mark? - Hopefully you started your marketing with an ideal audience in mind. You want to take an assessment of how much of your target audience you actually made an impression upon. Analyze who were your visitor? What did they read, watch or listen to? Where did they come from? How long did they read, watch or listen? Did they explore other material?
2. Did your audience engage? - Just getting the visit is noteworthy but even more so the mindset behind sharing or commenting on content. Sharing indicates that the reading viewed the material as valuable. How many shares did receive? Which items were more likely to be shared? Where their comments? Where the comments positive or negative? Did the comments give insight to what your audience wants?
3. Did your content assist your goal? - Hopefully the content you shared was on purpose and consistent with what you are trying to accomplish, whether for awareness, leads, information, or product launch. How did you perform in those areas? Did you gain any leads, did you sell more product/service as a result of your launch plan?
4. Do you have a Content Library? - Your content should be accessible to you for further use. The content shouldn't just die after deployment? Do you house your content in a place that is accessible? Are you curating your own content? Are you repurposing your content for new goals?
These are just a few of the things that you should consider when assessing the success of your content marketing program.