Top Ways Marketing Teams Can Measure Content Performance

By focusing on the right metrics, marketers can make data-driven decisions that boost conversions, enhance brand awareness, and optimize marketing spend.

Primary Goals of Marketing Campaigns:

Increase Conversions: Drive more sign-ups, purchases, or leads.

Enhance Brand Awareness: Reach a broader audience and strengthen brand presence.

Optimize Marketing Spend: Maximize Return on Ad Spend (ROAS) and reduce Cost per Acquisition (CPA).

Boost Website Traffic and Engagement: Increase site visits and interactions to build a loyal customer base.

Key Analytics to Monitor:

• Return on Ad Spend (ROAS): Measures revenue per dollar spent on ads. A higher ROAS indicates more efficient ad spending.
• Conversion Rates: Tracks the percentage of visitors completing a desired action, helping to identify the most effective channels and strategies.
• Cost per Acquisition (CPA): Calculates the cost to acquire a new customer. A lower CPA means more conversions for less spend.
• Website Visits: Measures the number of visits to gauge the reach and appeal of your marketing campaigns.
• Audience Reach: Tracks the number of unique individuals who see your content. Greater reach increases brand awareness.

• Engagement: Monitors likes, shares, comments, and time spent on your site. Higher engagement often leads to better conversions.

It’s crucial to measure the effectiveness of your marketing efforts and monitor content performance. Introducing the following content performance metrics to your strategy will help you understand what resonates with your audience, allowing you to refine your campaigns for optimal results.

Content Performance Metrics to Monitor:

• Daily Uploads: Track new content added daily to ensure a steady flow of fresh material for your audience
• Most Popular Images: Identify the most downloaded images to understand what visual content resonates with your audience
• Daily Downloads: Monitor daily download numbers to gauge demand and refine your content strategy
• Top 5 Search Terms: Discover the top search terms used by your audience to guide your content creation
• Search Activity: Track how often users search your site to identify potential content organization issues

• Downloads by File Type: Monitor the popularity of different file types to tailor your content formats to audience preferences

Learn more about content analytics.

How Top Marketing Teams Measure Success 

Texas A&M AgriLife

Sam Craft, Assistant Director of Visuals and Multimedia at Texas A&M AgriLife, checks the top 10 search terms in PhotoShelter Analytics at least once a week to determine what branded content is trending. Knowing those trends helps him plan potential new shoots and stay on top of what people need. Plus, a digital asset management platform with key metrics like monthly downloads help the department prove the value of their content creation, which can help them obtain additional resources.

“For my bosses, it’s analytics [how my success is measured]. It’s numbers. So y’all putting that in [PhotoShelter for Brands] has been wonderful for me. I literally just sent those stats over 2 days ago for a meeting today.”

Sam Craft, Assistant Director of Visuals and Multimedia, Texas A&M AgriLife

Frontiers North Adventures

PhotoShelter Analytics helps Alex Cupeiro, Marketing and Communications Coordinator at Frontiers North Adventures, track which pictures are downloaded the most. Alex said, “I often check which pictures are popular. Seeing download logs helps us know if partners are accessing and using the content. It’s been super helpful.”

Audubon Nature Institute

Heather Stanley, Director of Creative Services at Audubon Nature Institute, explains DAM ROI and the benefit of PhotoShelter Analytics for her non-profit organization: “PhotoShelter’s analytics are another perk of the online library. It helps us understand how people use the library and what they are looking to find. It also shows how much content our team produces each year and how hard we work to capture as many moments in time as we can.”

Buffalo Bills

Analytics in Socialie by PhotoShelter provide teams like the Buffalo Bills with valuable insights into how team content is being used by players. Ben Green, Team Photographer, explains: “We get insights on what they’re posting, how quickly they’re posting it… pretty much every metric you could possibly want.” This data allows the team to refine their photography and content strategy for even greater impact.

–

Maximizing your marketing impact starts with understanding the metrics that matter. By leveraging tools like PhotoShelter Analytics, you can gain valuable insights into what drives engagement, conversions, and brand awareness—empowering you to make smarter, data-driven decisions that boost your brand, increase engagement, and drive revenue.

Ready to take your marketing strategy to the next level? Start tracking the metrics that matter most with PhotoShelter for Brands and see the difference data can make. Get started today!