Jakub Chour - How we measure content in LMC and make better decisions
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This document discusses a simple and effective way to measure content performance using only two metrics: engagement and reach. Engagement is the interaction ratio for each piece of content across all channels. Reach is the number of people exposed to each content piece. Plotting engagement versus reach for all content on a graph creates four quadrants to identify high- and low-performing content. Together, these two universally available metrics provide actionable insights to make better content decisions without requiring multiple complex analytics systems.
Jakub Chour - How we measure content in LMC and make better decisions
- 1. How to measure content and make better decisions Jakub Chour jakub.chour@lmc.eu | @kubachour
- 2. Step 1:
- 3. Step 2: …sucks! (at least when it comes to content measurement)
- 4. why content measurement often fails
- 8. Solution: Compare your content with... your content!
- 9. Two metrics extractable from all systems, for every piece of content published:
- 10. Engagement: interaction ratio (%) for all channels
- 11. Reach: all people who saw your content Engagement: interaction ratio (%) for all channels
- 13. post 1 had 42 likes, 11 comments and 5 shares => 58 interactions 0 interactions many interactions post 1
- 14. post 1 had 42 likes, 11 comments and 5 shares => 58 interactions post 2 had 15 likes, 20 comments and 1 share => 36 interactions 0 interactions many interactions post 1 post 2
- 15. post 1 had 42 likes, 11 comments and 5 shares => 58 interactions post 2 had 15 likes, 20 comments and 1 share => 36 interactions post 3 had 10 likes, 3 comments and 0 shares => 13 interactions … 0 interactions many interactions post 1 post 3 post 2
- 16. And the same goes for reach 0 reach high reach
- 17. And the same goes for reach post 1 had 57 214 reached users post 2 had 75 856 reached users Post 3 had 48 398 reached users … 0 reach high reach post 1 post 2post 3
- 18. Low engagement High engagement Let’s put axes together Low reach High reach
- 19. Low reach High reach Identify sectors of interest Low engagement
- 20. Low reach High reach Identify sectors of interest Low engagement
- 21. Low reach High reach Identify sectors of interest Low engagement
- 22. Low reach High reach Identify sectors of interest
- 23. It‘s actually easy to classify content You only need two metrics – engagement and reach
- 24. Last thing you need A tool for putting this together
- 26. Find out more about our case at: goo.gl/ytH3wc
- 27. Thank you for your attention! @kubachour | jakub.chour@lmc.eu