After this module, you will understand why it is important to measure the effectiveness of your content and how to do this with Hootsuite
A key part of content marketing involves making data-driven decisions on what content you post. You can think of the curated content you are sharing on Twitter as ‘content experiments’: look to see what works and what doesn’t.
So, how do you know what is working? By using analytics!
For base tracking, we will be using the analytics built into Hootsuite which can tell you which Tweets drive the most engagement and clickthroughs, as well as monitor follower growth on the account and other variables. So let’s get started!
a) Creating a custom report in Hootsuite
Hootsuite offers a number of templates you can use to create analytics reports you can run whenever you need them.
To get started go to ‘Analytics’ in the left navigation.
We’ll use the Twitter Profile report as the basis for our first report. This includes many useful modules as we’ll see shortly.
You will now see the custom report you can go ahead and edit as needed.
b) Configuring the Hootsuite report
At the top of the report, you have options to configure various fields, including the report name, logo, header, etc. Go ahead and make these meaningful to your project.
Now let’s add a module to measure clicks over time. Go Click Stats (Owly) > Summary Stats to add this time-based report:
c) Sharing Hootsuite reports
Once you’ve created the template, you can run the report as many times as you need, and for whatever period. Just go back to ‘Analytics’ in the left navigation and click on the report. At the top you can specify the time period and then export the report as a pdf:
Ideally you should run the report at least weekly and see what content has driven the most engagement and clicks. You can amend your content strategy based on this feedback. You can also share the pdf report with your business sponsor.