4 Tips to Measure the Success of Your Content Strategy

Julie Craven

Julie Craven

Developing branded content that influences and engages audiences is key to successful communications in this era of downsized and vanishing newsrooms, but how do you know if that content is hitting the mark and serving your mission?

Julie Craven, vice president of communications for Hormel Foods Corp., and speaker at PR News’ Dec. 12 Media Relations Next Practices Conference, has four tips on how to make sure that your content strategy has built-in metrics to gauge success.

  1. Benchmark data: Before beginning any content strategy initiative, look at your starting point. Put analytics tools such as Google Analytics or Adobe SiteCatalyst in place to monitor your current digital efforts and assess where you could improve and how to do so.
  2. Set goals: Goals for these initiatives can be aimed at the needs of internal stakeholders, needs expressed by your customers or needs revealed through the benchmarking of data around how users are currently interacting with your communications efforts.
  3. Test yourself: Once you've developed your message and planned out your content calendar, make sure to take advantage of all the testing and fine-tuning opportunities digital mediums have to offer. Working with a developer, you can run various content experiments to understand which iterations of your message resonate most with consumers. Be prepared to expend effort adjusting your content strategy mid-campaign so your efforts can be as effective as possible.
  4. Report results: Whether you're a sole entrepreneur or a member of a 50-person communications department, schedule time at the conclusion of a campaign to summarize and report results and key takeaways. Time spent reflecting upon and communicating how you could improve will pay off when you define message, goals and strategy for your next campaign.

Julie Craven will discuss content strategy metrics and more in “Show & Tell:Examples of Content Marketing That Connects to the Bottom Line" at PR News’ Media Relations Next Practices  Conference, which takes place on Dec. 12 at the National Press Club in Washington, D.C. Follow Julie: @JulieHCraven

Follow Richard Brownell: @RickBrownell

Tags: , , , , , , , , | Comments Off


About Richard Brownell

Richard Brownell is Group Content Manager at PR News. He has several years' experience in developing and producing online events. Richard is a published author with several titles for young audiences to his credit. He has also written political commentary for several popular websites and his stage plays have been produced in New York and other major cities.

Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.