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The essence and creation of such a thing as content have undergone many changes. The human perception of content was everchanging, from simple newspaper columns or advertisements through radio and TV to today’s variety of digital communication channels. The content was always hostage to circumstances by being limited to the communication means of the respective time.
The digital era has expanded the scope of available ways of delivering information to unprecedented values. People are mostly fed up with information and have become picky about what they read, watch, or listen to. It significantly affects business communications with customers and partners — those who have mastered delivering ideas most simply and attractively become those who rule the markets and industries.
One of the most important things to learn about delivering ideas in the form of valuable content is performance measurement. If the business wants to generate leads, content developers must be aware of the company’s brand code, tone of voice, and marketing messages they deliver to their audiences. Analyzing every communicational attempt and marketing metrics from the audience’s perspective is crucial to improve the following interactions.
This is where the modular approach comes in to change the previous rules of play and drive content marketing success. In this article, we will discover how to apply a modular approach to content metrics.
Let’s start from the beginning and discuss content key performance indicators.
KPIs for content marketing are the quantitative and qualitative measures that evaluate the effectiveness and impact of content marketing efforts. These metrics provide insights into how well the content resonates with the target audience and achieves desired outcomes — they measure engagement, conversion, feedback, and even segmentation (demographics, interests, behaviors, or other relevant criteria).
The modular content approach breaks down complex content into smaller, interconnected modules or components. Each module focuses on a specific aspect or metric, allowing for a more granular and targeted performance analysis. Such an approach recognizes that performance is multifaceted and requires a more comprehensive analysis than relying on overall metrics.
First, the modular point of view allows content marketers to evaluate individual elements or attributes of existing content. Instead of relying solely on aggregate metrics like social media page views, SEO performance, or overall average session duration, they can analyze specific components, such as headlines, calls-to-action, or visual elements. It granularity provides more precise insights into which factors drive content marketing performance and helps identify top-performing content, as well as areas for improvement.
Going further into segmentation, performance metrics encompass various dimensions, such as content engagement, conversions, user experience, and brand impact. Therefore, these pieces can be divided into relevant groups of modules. For example, one module could be dedicated to engagement metrics like bounce rate, scroll depth, or social shares, while another is about conversion indicators like click-through rates, form completions, or how many sales it generated.
This is where content marketing measurement and modular approach synergize in full.
The multi-dimensional analysis provides a more comprehensive understanding of effective content delivery, giving a clear view of what content fits better for the desired outcome. For example, the blog article will only drive a little conversion as it’s not the end purpose of this material type. Although, this is great engagement material that drives more search traffic, raises awareness and amount shares on social media.
Learning such aspects of each content type gives a much more comprehensive look at marketing strategies and interacting with communicational channels. The effectiveness of each material can be compared with other units inside the module to identify poor-performing content and define the best performance approach based on the required user behavior. Such an approach can be applied to all types of materials whether this is an article for search engines, social media channels or live events.
Such performance-based content segmentation also allows different departments and stakeholders to participate in management. For example, sales teams may develop, produce, and deliver conversion materials. In contrast, the marketing team works on the brand presence and existing audience engagement. It opens a wide range of perspectives to the measuring content performance process and future content strategy, leading to a holistic understanding of marketing performance across the organization.
This way, the content improvement becomes iterative with each performance evaluation. By regularly evaluating individual modules, marketing teams can identify the strengths and weaknesses of every specific element or channel. Implementing data-driven optimizations, such as A/B testing, content refinements, or UX improvements, and achieving content marketing goals becomes much easier.
It may not be obvious how exactly the performance of your content can be measured with the help of a modular approach in actual practice. This short guide will provide a quick look at the main steps the content marketers need to take to implement the new evaluation system:
Determine the most important thing in the content game: what user behavior do you expect from these materials? It could include metrics to measure like engagement, conversions, or brand awareness.
Break down the content performance measurement process into modules based on specific metrics or aspects. For example, one module could focus on engagement metrics like time on page and social shares, while another module could assess conversion metrics like click-through rates and lead generation.
Each module has to be assigned to the respective stakeholders responsible for creating and managing the content. This promotes accountability and ensures that relevant expertise is applied to each module.
Gather data analytics for each module using appropriate analytics tools and platforms. It tracks website analytics, social media insights, email marketing metrics, and customer feedback.
Analyze the data collected for each module individually to gain actionable insights into specific aspects of performance. Look for patterns, trends, and areas of improvement within each model.
Foster collaboration between stakeholders to share each module’s insights, learnings, and best practices. Use these findings to refine content strategies, make data-driven decisions, and optimize future content creation efforts.
As a result, the modular approach revolutionizes not only content performance measurement but also its management and the way of perception. By customizing the measurement framework, selecting relevant evaluation criteria, creating metric-specific modules, and fostering collaboration, the content team gains a comprehensive understanding of digital content KPIs and optimizes their work accordingly.
Needless to say how consistency and personalization of your brand voice can turn your potential clients into qualified leads, and, as a result, generate revenue.
If you want to learn more about how to improve content performance metrics with a modular approach, fill out the form below, and our experts will reach out.