Content Strategist: Mastering Metrics and KPIs

Are you a Content Strategist tired of vague metrics and struggling to prove your impact? This isn’t another article about “engagement.” This is about building a framework to show exactly how your content strategy drives business results, from revenue to cost savings. This is about Content Strategist for Content Strategist, not a generic marketing guide.

By the end of this, you’ll have a complete toolkit: (1) a scorecard to evaluate the business impact of content initiatives, (2) a checklist to ensure your content strategy aligns with key business objectives, and (3) three ready-to-send messages to communicate your strategy’s value to stakeholders. You can apply this today to your current projects and instantly improve your communication and strategic alignment.

What you’ll walk away with

• A weighted scorecard to evaluate content initiatives based on business impact.
• A content strategy checklist ensuring alignment with key business objectives.
• An email script for communicating the business value of your strategy to the CFO.
• A Slack message to quickly align the product team on content goals.
• A language bank of phrases that demonstrate strategic content thinking.
• A framework for translating content metrics into financial impact.
• A proof plan to show tangible results from your content strategy in 30 days.
• A list of red flags that signal a content strategy is failing to deliver business value.

What this is and what this isn’t

• This is: A practical guide to measuring and communicating the business impact of content strategy.
• This is: Focused on translating content metrics into financial outcomes.
• This isn’t: A beginner’s guide to content creation or SEO.
• This isn’t: About vanity metrics like likes and shares.

What a hiring manager scans for in 15 seconds

Hiring managers want to see that you understand the link between content and the bottom line. They’re looking for candidates who can articulate how their content strategy contributes to revenue, cost savings, or other key business objectives. Here’s what they’re scanning for:

• KPIs mentioned: Do you name specific, measurable KPIs like conversion rates, lead generation, or customer retention?
• Business outcomes: Can you articulate how your content strategy contributed to specific business outcomes, like increased sales or reduced churn?
• Financial impact: Can you translate content metrics into financial terms, like revenue generated or cost savings achieved?
• Strategic alignment: Do you understand how your content strategy aligns with the overall business strategy?
• Stakeholder communication: Can you communicate the value of your content strategy to stakeholders in a clear and concise way?
• Data-driven decision making: Do you use data to inform your content strategy and optimize its performance?
• Tradeoff awareness: Do you understand the tradeoffs between different content strategies and can you make informed decisions about which strategies to prioritize?

The mistake that quietly kills candidates

Focusing on vanity metrics instead of business outcomes is a silent killer. Many Content Strategists make the mistake of focusing on metrics like likes, shares, and website traffic. While these metrics can be useful, they don’t tell the whole story. To truly demonstrate your value, you need to show how your content strategy contributes to key business objectives.

Instead of saying: “Increased website traffic by 20%,” say: “Increased website traffic by 20%, resulting in a 10% increase in qualified leads and a 5% increase in sales.”

Use this script to reframe your accomplishments:

Use this when explaining a project’s impact.

“The goal was to [business objective]. To achieve that, we implemented a content strategy focused on [content strategy]. As a result, we saw [metric improvement], which translated to [business outcome].”

Building a Business Impact Scorecard

A business impact scorecard helps you evaluate content initiatives based on their potential to drive business results. This scorecard should include a weighted set of criteria that reflect your organization’s key business objectives. The scorecard helps prioritize initiatives and communicate their value to stakeholders.

Here’s a sample scorecard:

Use this to score content initiatives before launch.

Content Initiative Business Impact Scorecard

Criteria (Weight):

• Revenue Generation (30%)
• Cost Savings (25%)
• Lead Generation (20%)
• Customer Retention (15%)
• Brand Awareness (10%)

Scoring (1-5, 5 being highest impact):

• 1: No impact
• 2: Minimal impact
• 3: Moderate impact
• 4: Significant impact
• 5: Transformative impact

Example: A blog post series targeting a new customer segment might score high on lead generation and revenue generation, while a series of customer support articles might score high on cost savings and customer retention.

Content Strategy Alignment Checklist

Ensure your content strategy aligns with key business objectives using a checklist. This checklist should include a set of questions that help you assess whether your content strategy is on track to deliver business results.

Use this checklist during content planning.

Content Strategy Alignment Checklist

1. Does the content strategy support the overall business strategy?
2. Does the content strategy target the right audience?
3. Does the content strategy address a specific business need?
4. Does the content strategy have measurable goals?
5. Does the content strategy have a clear call to action?
6. Does the content strategy align with the brand voice and messaging?
7. Does the content strategy comply with all relevant regulations?
8. Does the content strategy have a budget and timeline?
9. Does the content strategy have a dedicated team?
10. Does the content strategy have a plan for measuring and reporting results?
11. Are we tracking content ROI by channel?
12. Do we have executive buy-in for this initiative?

Communicating Your Strategy’s Value to the CFO

Communicating the value of your content strategy to the CFO requires translating content metrics into financial terms. The CFO cares about revenue, cost savings, and profitability. You need to show how your content strategy contributes to these key financial metrics.

Here’s an email script you can use:

Use this email to update the CFO on content performance.

Subject: Content Strategy Update: Driving Revenue and Cost Savings

Dear [CFO Name],

I’m writing to provide an update on the performance of our content strategy. In the last quarter, our content strategy generated [dollar amount] in revenue and saved [dollar amount] in costs. Specifically, [explain how content drove revenue and cost savings].

I’m confident that our content strategy will continue to drive business results in the coming months. I’m happy to discuss this further at your convenience.

Sincerely,

[Your Name]

Aligning the Product Team on Content Goals with a Slack Message

Quickly align the product team on content goals with a concise Slack message. This message should highlight the key content goals and how they support the product roadmap.

Use this Slack message to keep the product team informed.

Slack Message:

Hey @product team, just a quick reminder that our content goals for this sprint are focused on [content goals]. This aligns with the product roadmap by [explain how content supports the product roadmap]. Let me know if you have any questions!

Building a Language Bank for Strategic Content Thinking

A language bank provides you with the phrases to demonstrate strategic content thinking. These phrases should focus on business outcomes, financial impact, and strategic alignment.

Use these phrases in meetings, emails, and presentations.

Language Bank:

• “This content strategy will drive [percentage]% increase in [metric] within [timeframe].”
• “This content initiative will generate [dollar amount] in revenue and save [dollar amount] in costs.”
• “This content strategy aligns with the overall business strategy by [explain how content supports the business strategy].”
• “The content is designed to convert leads into paying customers.”
• “This content will reduce customer support costs by addressing common customer questions.”
• “We’re targeting an [X%] ROI on this content investment.”

Translating Content Metrics into Financial Impact

To prove the value of your content strategy, you need to translate content metrics into financial impact. This requires understanding how content metrics like conversion rates, lead generation, and customer retention contribute to revenue, cost savings, and profitability.

For example, if your content strategy increases conversion rates by 10%, you can calculate the resulting increase in revenue by multiplying the conversion rate increase by the average order value and the number of website visitors.

Creating a 30-Day Proof Plan for Tangible Results

Show tangible results from your content strategy in 30 days with a well-defined proof plan. This plan should include a set of specific actions that you will take to demonstrate the value of your content strategy, along with a timeline and a set of measurable goals.

Use this proof plan to demonstrate value quickly.

30-Day Proof Plan:

1. Week 1: Identify key content metrics and set baseline goals.
2. Week 2: Implement content strategy focused on driving business results.
3. Week 3: Track content performance and identify areas for improvement.
4. Week 4: Report on content performance and demonstrate tangible results.

Red Flags Signaling a Failing Content Strategy

Knowing the red flags of a failing content strategy allows for course correction. If you see these signs, it’s time to re-evaluate your approach.

• Lack of alignment with business objectives.
• Focus on vanity metrics instead of business outcomes.
• Lack of measurable goals.
• Poor stakeholder communication.
• Lack of data-driven decision making.
• Inconsistent brand voice and messaging.
• No executive buy-in.
• Low content ROI.

FAQ

What are the most important KPIs for a Content Strategist?

The most important KPIs for a Content Strategist depend on the specific business objectives, but generally include metrics like conversion rates, lead generation, customer retention, revenue generated, and cost savings achieved. In a B2B context, focus on MQLs and SQLs. In e-commerce, focus on attributable sales from content.

How can I translate content metrics into financial terms?

To translate content metrics into financial terms, you need to understand how content metrics contribute to revenue, cost savings, and profitability. For example, if your content strategy increases conversion rates, you can calculate the resulting increase in revenue.

How can I communicate the value of my content strategy to stakeholders?

Communicate the value of your content strategy to stakeholders by focusing on business outcomes, financial impact, and strategic alignment. Use clear and concise language, and provide data to support your claims. Avoid jargon and speak in their language.

What are the biggest mistakes Content Strategists make when measuring content performance?

The biggest mistakes Content Strategists make when measuring content performance include focusing on vanity metrics, failing to align content metrics with business objectives, and failing to translate content metrics into financial terms. Another common mistake is not establishing clear baseline metrics.

How often should I measure content performance?

You should measure content performance on a regular basis, such as monthly or quarterly. The frequency of measurement should depend on the specific business objectives and the length of the content lifecycle. High-volume content needs more frequent review.

What tools can I use to measure content performance?

There are many tools you can use to measure content performance, including Google Analytics, Adobe Analytics, and marketing automation platforms like HubSpot and Marketo. Choose tools that provide insights relevant to your business goals.

How can I improve the ROI of my content strategy?

Improve the ROI of your content strategy by focusing on creating high-quality content that aligns with business objectives, targeting the right audience, and optimizing content for search engines. Also, ensure your content has a clear call to action.

How can I stay up-to-date on the latest content marketing trends?

Stay up-to-date on the latest content marketing trends by reading industry blogs, attending conferences, and networking with other content marketers. Follow industry leaders on social media and participate in online communities.

What are the ethical considerations when measuring content performance?

Ethical considerations when measuring content performance include protecting user privacy, being transparent about data collection practices, and avoiding manipulative or deceptive practices. Comply with all relevant regulations and industry standards.

What if my content strategy isn’t delivering the desired results?

If your content strategy isn’t delivering the desired results, re-evaluate your approach. Identify the areas where your content strategy is falling short, and make adjustments accordingly. Experiment and iterate based on data.

How do I handle stakeholder pushback on content strategy decisions?

Address stakeholder pushback with data and clear communication. Explain your rationale, present alternative options, and demonstrate the potential impact of your decisions. Be prepared to compromise while staying true to your strategic goals.

What’s the difference between a Content Strategist and a Content Marketing Manager?

A Content Strategist focuses on the overall content strategy and its alignment with business objectives, while a Content Marketing Manager focuses on executing the content marketing plan. The Strategist crafts the blueprint, while the Manager builds the house.

---

More Content Strategist resources

Browse more posts and templates for Content Strategist: Content Strategist