At this point we’ll have enough “in play” that we want to build out more rigor around monitoring all these things.

• Set Up Content Performance Tracking
  • Monthly – Overall performance
    • Total content impressions by channel (email, social, ads)
    • Engagement rates
    • Conversion rates
    • Lead generation numbers
    • ROI by channel and campaign
    • Cost per lead (CPL) by channel
    • Customer acquisition cost (CAC) by channel
  • Weekly – Feeding and care of specific campaigns
    • Identify highest and lowest performing content and channels
    • Reallocate resources to what’s working
    • Test new approaches in small batches
    • Document findings and apply learnings to future campaigns