When creating a digital content plan, it’s important to first identify your objectives and the key performance indicators that mean success for each. Establishing goals and expectations are essential for maintaining a healthy, growing database and monitoring activity levels.To help you get started, below are three suggestions for activity that you can measure to determine the success of your engagement efforts.
Membership
A healthy brand loyalty program should see consistent growth in membership. It’s useful to evaluate membership as a percentage of total reach. For example, a radio station with a reach of 100,000 listeners could measure success based on a percentage of that audience joining their email database.
Member Activity
Another key performance metric to consider is measuring the percentage of members who participate in at least one activity on your site in a designated period of time. For example, break up your calendar into 28-day (4-week) increments, and monitor activity on your site within that time frame. Track any promotional tactics you use to measure the impact they have on your site activity. Based on the results, you can use this information to fine-tune your digital strategy. One of the yardsticks of success is the ability to create member habits, so evidence that your audience is returning to your site several times a week indicates that your strategy is working. It’s also helpful to measure activity as a percentage of membership.
Content Consumed
Once you’ve converted new traffic into recurring visitors, monitor the amount of your content that they consume in each session. The easiest measure for this metric is the total number of page views, but you could also analyze specific actions, such as the total number of survey or trivia responses, contest entries, or even social shares of your blog content. One of the most common statistics to track is the total page view activity divided by the number of active site visitors. This will help you gauge success in fostering a deeper connection with your audience.
All of the above metrics are contingent upon your success in driving visitors to your website in the first place. Be sure to promote your digital content on-air, in your email newsletters, and on your social media profiles. For tips on how to utilize Facebook, Twitter, and other major social channels to increase your site traffic, check out this recent blog post.
