Campaign tracking and ROI

It’s one thing to think you’re playing the content game effectively. It’s another thing to know it for sure. So how do you prove it? How do you know that your content is really working for your brand?

Just as you would when setting any business goals and objectives, you need to establish KPIs in order to measure the effectiveness of your content.

Edge sets all of its KPIs at the strategy stage, once we’ve fully understood your business and communications objectives, and been able set some benchmarks based on:

  • Your existing content activity - we set benchmarks against previous performance achieved, and establish an average for your brand's performance over a period up until launch.
  • The activity of your direct competitors and the wider industry you operate in -  we look out  the best of what’s happening in Australia and abroad, mainly the US and the UK. At Edge we love to know how the best in the world are performing, and we work tirelessly to ensure we are snapping at their heels. Even better, we aim to set the agenda for them to follow.

We always set and measure our KPIs against four key pillars:

Acquisition – ie, the acquisition of audiences. What are your traffic numbers? How big is your database? What’s the size of your social media following?

Engagement – how many people are checking out your site, downloading your content, opening your emails, and commenting and sharing your content? What are your click-through rates and page engagement numbers like?

Brand ROI – what is your NPS (net promoter score), what’s your basket size and how big are your sales? What sort of loyalty and conversion rates are you achieving?

Commercial – how much are you making in advertising revenue, sponsorship and premium content?

Of course, a content marketing campaign tends to span years rather than months, so campaign tracking needs to take place over a matching period.

Tracking at campaign level, though, involves looking at aggregate metrics - which is great in terms of determining whether the entire strategy worked. But we also need to think about gradual and granular improvements. And to do that we need to not just look at the big picture, but look at the performance of each piece of content - in context - to see where we can make improvements. This allows us to constantly optimise your content. We call this our killer ‘always on’ process.

Uncover our ‘always on’ secrets here.