Unlock the Potential of Your Content Strategy: Invaluable Insights from Whiteboard Friday

**Diversify Your Content Strategy: Going from Basic to Advanced**

**Understanding Measurement in Content Strategy**

As marketers, we often get measurement wrong when it comes to evaluating the effectiveness of our content strategy. There are three common mistakes in measuring brand awareness, engagement, and lead generation. Rather than looking at the right metrics, marketers often focus on the wrong ones. For brand awareness, metrics like downloads, traffic, referrals, and mentions should be considered. When measuring engagement, links, likes, comments, shares, and retweets are key indicators. Finally, for lead generation, metrics like MQL, SQL, subscriptions, and call backs should be the focus. Understanding these metrics and using them correctly will help improve your content strategy.

**Elevating Your Content Strategy: Moving from Basic to Advanced**

To create a more advanced content strategy, it is essential to understand what your audience wants and how they want it. It is evident that the internet has evolved, and relying solely on written content is no longer sufficient. Here is a framework to help you take your content strategy from basic to advanced:

1. **Basic**: Start with a specific topic that serves as the foundation for your content. For example, if your topic is trees, you can create content around various aspects of trees. This is the basic level where most marketers operate.

2. **Better**: Move beyond the basic level by using tools like Universal Analytics or Multi-Channel Funnels to analyze the performance of your content. Determine what resonates well with your audience at different stages of the purchase journey. This will allow you to create more targeted content that meets their needs.

3. **Advanced**: Utilize GA4 and segment your top markets. With a data-driven attribution model, analyze how each market performs and create content tailored to their preferences. This approach of delivering the right content to the right audience at the right time is the ultimate goal of an advanced content strategy.

**Practical Applications for Your Content Strategy**

Now that you understand how to elevate your content strategy, let’s explore some practical applications that will improve your approach to content creation. Here are four examples:

1. **Example 1: Leveraging Scroll Tracking and YouTube View Measurements**: By combining scroll tracking and YouTube view metrics in GA4, you can gain insights into how your audience engages with your content. If you notice that a particular audience in France doesn’t scroll much but engages with videos, consider incorporating long-form videos early in the page. Make it easy for them to access the content they want.

2. **Example 2: Highly Detailed Content for Scroll-Heavy, Non-Video-Watching Audience**: If you find that your audience scrolls extensively but doesn’t watch videos, create highly-detailed content that caters to their preferences. Use remarketing strategies to bring them back to your website.

3. **Example 3: Focus on Brand Differentiation for Average Scroll and Video Time with High Average Settle Duration**: For audiences with average scroll and video time but a high average settle duration, they may be in the research stage of their purchase journey. This is an opportunity to highlight your brand and explain how you stand out from competitors.

4. **Example 4: Introducing Short-Form Videos for Non-Scrolling, Non-Video-Watching Audience**: If your audience doesn’t scroll or watch videos at all, there is a clear disconnect. However, you can still incorporate short-form videos earlier in the purchase journey to capture their attention. Take advantage of this opportunity to engage them with different formats, such as audio snippets and video teasers.

By understanding which category your audience falls into and using this information to diversify your content strategy, you can deliver content that resonates and increases the success of your marketing efforts.


In conclusion, moving from a basic to an advanced content strategy requires understanding the right measurement metrics and tailoring your content to meet your audience’s preferences. By using tools like GA4 and segmenting your markets, you can create targeted content that engages your audience at different stages of their purchase journey. Incorporating scroll tracking, YouTube view measurements, and remarketing strategies also enhance your content strategy. With these insights, you’ll be equipped to take your content strategy to the next level and achieve better results.

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