Metrics to evaluate
When it comes to measuring the effectiveness of our marketing campaigns, it is beneficial to pay attention to the interaction generated. Interaction is a significant indicator of how effective a marketing campaign is because it takes into account how its content has been perceived and subsequently used by users.
Brand reputation - Search for your brand on Google or on Twitter and evaluate what others are saying about it. Are there any positive comments or negative statements you need to address?
Content sharing (retweets, shares, likes, etc.) - Audiences only share what they want to share and they do so because the content is relevant in some way. Finding out who is sharing your content gives marketers an insight into the demographic nature, target audience typology and reach of the content.
Comments - When comments appear on the website or online platforms, users offer an opportunity for contact and relationship. When you respond to your audience, it shows that there is a “real” person involved, who cares about the audience and the topic under discussion. If you compare two blog posts, one that has comments versus one that doesn't, it becomes obvious which content has had more impact.
Inbound links - The number of external links to your website from other relevant and authoritative websites indicates that others have identified your content and considered it a valuable resource or reference to retain.