About this process

  • Department: Content Services
  • Responsible: Content Writer
  • Accountable: Head of Content
  • Consult: Content Strategist
  • Inform:
  • Date created: 10/05/2019
  • Date last updated: 10/05/2019

A content writer’s prerogative is to deliver content that performs. Key to achieving this is an insight into how the content you are creating is performing. What themes are proving popular? Which titles are generating the most click-throughs? How long are visitors actually spending reading your articles?

Being able to analyse and, when relevant, report on the content you’re creating is just as important as the delivery of the content itself. Here’s how.

Step 1 of the process

The content writer should log into the client’s HubSpot portal. In the main menu, hover over Marketing, drop down to Website, then move right and up to where the side menu says Blog. 

Step 2 of the process

On the main Blog page, confirm you are in the right blog by selecting the relevant blog from the drop-down list directly to the right of the main header. Once you have chosen this, click on the Analyze tab, directly below the drop-down list. 

Step 3 of the process

The Analyze tab shows you a range of performance metrics, from Views and Number of Email Subscribers to Top Posts by Views, Top Posts by Click-throughs, and Top Posts by Conversions. Select the relevant dates for which you’d like to review performance and analyse the metrics, paying particular attention to those that impact your KPIs or any striking anomalies. Use these findings to inform the content you are drafting across a quarter.

Step 4 of the process

At the end of each quarter, the content writer should report on their content at the quarterly review. The client relations manager will add a link to the client’s reporting dashboard in the quarterly report.

The content writer should review the performance across the quarter as detailed in step 3 so that they are well-equipped to discuss this during the quarterly meeting.

Topics: Content Processes