In Step-7 you will learn about content evaluation. “If it is not measured, it cannot be improved”

Content performance evaluation is a very important stage after distribution.  It measures the strategic and tactical performance that were listed as goals and objectives.

As mentioned, you must verify the initial goals and objectives that were defined in Step-1 of this guide, through the results of sales, brand or reach.  This evaluation must be direct, as it is oriented to your main business.

Here are the main metrics, by category, that apply to your evaluation:

Visibility (Reach and brand awareness):

  1. Number of impressions (how many times the content was viewed)
  2. Unique views (how many people actually saw the content)
  3. Remembrance of the brand (recollection of the brand upon mentioning it)

Recognition (How much the content attracts your audience)

  1. Visits to the brand’s media, specifically to the website
  2. Web page bounce rate
  3. Time on the website

Search (Measures how recognizable content is by search engines)

  1. Search engine rankings (position of content in search engines such as Google, Bing or Yahoo)
  2. References by search engines (how many company website visits come from the search engines)

Call to Action (whether the content leads the customer to act)

  1. Click-through rate (number of clicks a link gets compared to its number of impressions)
  2. Call-to-action conversion rates (percentage of audiences that complete certain actions, such as registration, comments, or purchase)

Share (measures how much content has been shared)

  1. Share ratio (ratio between the number of times the content was shared and the number of impressions)
  2. Participation rate (percentage of people who reacted, shared, clicked on or commented on a post on your page)

The items mentioned previously are the most important for you to start measuring the performance of.  However, you can choose others that are more relevant to your objectives or type of product or service.

 Evaluation Tips:

  1. Record your results using Visibility, Recognition, Search, Action, and Share metrics.
  2. Determine which metrics performed better or worse.
  3. What would the correct actions be for your metrics to be successful?
  4. What would you do differently to improve those metrics that performed poorly?

Congratulate yourself if you met you goals and your metrics were successful.  Also congratulate yourself if you missed them, as you learned a lot in the process and now have the opportunity to improve them.

This is a long and sometimes trial-and-error process.  The important thing is to keep trying until you see the positive results you desire.  When you have them, try new approaches that will make your business grow even more.  Consistency is the key.

We have provided you with digital resources to introduce you to more metrics and websites where you can measure your performance.


1. Main Indicators of Digital Marketing – Reference Site

2. Google Analytics – Website Analytics

3. Console for Google Searches – Check the indexing status of your sites on the internet by the search engine and optimize its visibility.

4. Template for KPI In Digital Marketing – Paid Template for KPI registration