Successful content creation is all about testing. It’s easy to see how well your content is performing by consistently reviewing the performance data. This way, you can measure the level of engagement it is generating—in other words, the likes, comments, and shares from users.
The sweet spot of high-performing content creation lies at the meeting point of how compelling the content is and how well it corresponds to the interests of your target audience. If you manage content creation, you are the first judge of the quality of the content, and once you’re satisfied, it’s time to see if your audience agrees.
You can easily calculate your engagement rate by dividing the number of Likes or Favorites on a post by the number of followers or members on your page, profile, or site and divide by 100 to see the percentage.
These affirmative actions—Likes and Favorites—are valuable as they are proof that your audience both acknowledges and approves of your content. While much has been said about the perfect engagement rate and what its number is when you’re starting out, just focus on growing in small increments. If you are looking for significant gains, that might be the time to reach out to a content marketing agency for professional guidance.
Comments may be even more valuable than other types of engagement. That’s because comments are more work to leave, so if you’re getting them, it means your audience is invested in communicating with you. Not getting comments? Perhaps it’s time to look at your writing, photography, and marketing messaging.
Is your content being shared, or amplified, by users and fans? Shares are key to organic growth. Measure the rate of amplification of a piece of content by calculating the number of shares relative to the number of users. A high amplification percentage is an excellent sign. It shows that your followers approve of your content to the extent that they are willing to associate themselves with it and, by extension, with your brand.
Do you dream of going viral? It can be both a blessing and a curse, but considering the virality rate of a post is a highly valuable metric. Virality is, at its core, the desire of people who see your content to want to share it with their friends. And this is about more than pure likes: “A post that gets 17,000 likes may only get 0.1% virality,” according to Nicolas Gremion, “while another post that receives 10,000 likes gets 9.97% virality—and that’s a far better post.”
You can track it by taking note of the number of impressions (views) of a post and the number of shares and dividing the first by the second. Multiply this number by 100 to get the virality rate percentage.
A high rate of amplification and virality is a good sign for your content. They show a deeper level of engagement from your users, which means they are more likely to engage with other sections of your site or brand.
Creating superior content is about so much more than basic content marketing; it extends to smart content creation, SEO, and solid article writing. To ensure steady engagement from your users, it’s essential to track the four metrics outlined above. This way, you have real confirmation of the success or failure of your content and the level it resonates with your users.