Como você pode medir o sucesso de seus materiais escritos para a marca da sua empresa?

Monitor the number of impressions across all the platforms and use the website analytics tools to track the traffic driven by your written content. Lastly, its important to analyze the impact of written content on SEO and note the conversion rates. Remember that brand consistency is KEY!

Es fundamental tener claro 1. el público objetivo al que se van a dirigir las comunicaciones 2. el canal más adecuado (el mismo mensaje debe adaptarse en función del canal 3. Medir el impacto de cada comunicación realizada.

To measure the success of written materials in enhancing a company's brand, use KPIs. Track engagement metrics, such as online content click-through rates and time spent reading. Evaluate audience feedback through surveys and social media for perceptions. Assess conversion rates to gauge material impact. Ensure consistent messaging across platforms for a cohesive brand image. Regularly adjust strategies based on data, aligning written materials with evolving brand objectives. A successful approach combines quantitative and qualitative indicators to refine and strengthen the company's brand identity through written communication.

Measuring the success of written materials for a company's brand requires a data-driven approach, which entails tracking specific metrics and analyzing the results. One way to measure content's effectiveness is by analyzing website and social media traffic for various content pieces. Data analytics tools can provide insights into the content that resonates well with the audience. Content engagement metrics like clicks, shares, comments, likes, and conversions are key metrics to measure the effectiveness of written content. Another key performance indicator (KPI) to measure success is conversion rates, which is the percentage of viewers that translate to actual customers or subscribers.

Before starting your writing project, it's essential to define clear objectives. Understand the purpose of your content - is it to inform, persuade, or entertain your audience? Identify who you are writing for and the action you want them to take. Consider the emotions you wish to evoke in your readers. These considerations help in setting SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals, ensuring your writing is focused and effective in achieving its intended impact. This clarity guides your writing process, helping to produce content that resonates well with your audience and fulfills your objectives.

This is far easier for written materials that are hosted online as you can access deep analytics on content performance, which helps you understand if the content is meeting your goals. For example, an article on your website that's promotional in nature and designed to drive a click to a product page is easy to analyse as you can track whether people are clicking or not. Things become much trickier with printed content, it's more difficult to attribute the success of a hard copy annual report or brochure. Don't be afraid to go old school and ask potential customers for their feedback on printed materials to understand whether they are having the desired effect.

Written material for the press can be dynamic, ranging from a press release, to a background note, to a pitch note, to a LinkedIn blog, or a post on Instagram or Twitter. The good news is you can assess the impact of each of these, though the criteria will differ with the medium. If it's a press release that gets picked up as is, that's a clear win, but if it triggers a larger conversation, it's an even bigger win. So, measure the messaging impact, not just the reach. If it's a backgrounder that helps you subtly drive a narrative, that's a critical win. If it's on social media, the metrics can be there, but what really makes it worthy is if there is organic engagement. Did the stakeholder who matters notice it? If yes, you have a big win.

When writing materials, projects or presentations, the KPI will talk directly to the audience. Some data will click instantly with some people and may be vague for others. For example, when producing material for the finance department the KPIs will be data driven to ROI, but this may not have the same impact for an Academic department or the research team. Having clear KPIs and understanding all the areas of the corporate is paramount to create branding material that will perform.

Las redes sociales tienen distintas métricas y análisis. Por ejemplo Linkedin (en las páginas de empresa) te permite ver con mucho detalle el impacto de tu post / artículo (visualizaciones, seguidores, likes comentarios, comparación con la competencia...) Puedes también analizar datos mensuales o anuales...

CTR's (click through rates) are a great way to determine if your content has encouraged or influenced someone to learn more or to take an action. If they want to know more is a great indicator of content that is connecting with your intended audience.

Track response rates from your campaign to see which platforms are working best. Track customer responses regarding sales, inquiries, website visits, and other relevant metrics. Monitor the performance of your print campaign regularly to see what changes can be made for improved results.

« Ce qui peut être mesuré peut être amélioré » 😉. L’analyse et la collecte permettent de mesurer le ROI de nos efforts de communication. En évaluant les données liées, entre autres, aux ventes, aux conversions et aux objectifs commerciaux, nous pouvons déterminer l'impact réel de nos actions écrites sur la croissance de l'entreprise, et ainsi améliorer notre stratégie de communication. Tous les retours sont importants et bons à prendre !

Measuring the success of your written materials involves a combination of quantitative and qualitative metrics. Here are key methods: 1. Audience Feedback: Solicit and analyze audience feedback through surveys, reviews, or direct communication channels. Understand how your written materials resonate with your audience and address any concerns or suggestions. 2. Social Listening: Use social listening tools to monitor online conversations about your brand. Analyze sentiment and gather insights into how your written materials are perceived by the broader audience. 3. Competitor Benchmarking: Compare the performance of your written materials with those of competitors. Identify areas where you can improve or differentiate your brand messaging

Analysing data from the KPIs is one step, there can be so many different pieces of relevant information to translate. Clear and understandable data is gold, trends, historical data and patterns can tell a brand story with proofs.

Metrics, metrics, metrics. Take the time to compare the results against your initial benchmarks. Cross promote written materials with anything social or digital. Be sure to post copies of all materials on your website and social feeds to maintain easy access for your audience. Finally, regroup after a campaign to determine whether or not it was successful. Again, don't forget to include all areas of the marketing mix!

Um mesmo conteúdo pode ser reescrito utilizando técnicas de UX writer (extremamente otimizado, com foco na mensagem principal e no CTA - objetivo é a ação); storytelling (inserir a mensagem em um contexto de história, para envolver o público e gerar engajamento); jornalísticas (foto na notícia, construção de argumentações) ou copywriting (para persuasão). Cada técnica pode funcionar melhor em determinados momentos/ públicos/ objetivos, ou ainda, um mix delas. O teste A/B e análise de dados são excelentes ferramentas para averiguar que tipo de construção está trazendo mais resultado. Uma vez identificada a melhor linha a se trabalhar para aquela situação, afinar ainda mais a redação para máxima eficiência e atratividade.

As alterações são uma boa ferramenta de melhoria dos conteúdos escritos, para tanto é preciso estar atento a experiência do usuário ao acessar o documento. Recomendo criar uma rotina de melhoria em ciclos dos materiais, para estejam sempre atualizados e conforme as tendências visuais do mercado, pois muitas vezes conseguimos melhorar a recepção do conteúdo apenas alterando seu formato. Além disso, utilizar ferramentas de inteligência artificial para gerar insights e otimizar textos, também é importante consultar seu público para que as mudanças sejam efetivas e gerem resultados positivos.

La communication interne est souvent le parent pauvre et négligé de la communication. Qu'il s'agisse d'informer en amont d'un nouveau projet, de susciter les témoignages et idées des collaborateurs pour l'enrichir ou, plus important encore, de les informer EN AMONT de la diffusion externe de toutes les communications de l'entreprise, il ne faut jamais oublier leur rôle. Premiers destinataires, impliqués, ils seront les meilleurs porte parole et diffuseurs des communications. Dans le cas contraire, ils peuvent nuire au résultat, n'adhérant pas aux projets.

Finding a way to reward oneself after clinching the goal and objectives of a campaign (or anything else) is a sure way to stay motivated and inspired. And that should include the internal team members that contributed to that success first. The necessary stakeholders/ sponsors should be let in on the findings , insights and recommendations should be share d with them in a clear and simple language. And most importantly, we should seek feedback from our audiences as that can set the tone for another massive win.

Par mon expérience, j'ai pu mesurer l'évolution d'une société pour laquelle j'avais été embauché comme directeur de la communication. Cette entreprise était arrivée à un plafond de verre. Il nous a donc fallu rajeunir sa marque, pour la rendre plus "photogénique", repenser nos étiquettes, créé des documents de communication, créé des publications sur les réseaux, fait remonté des témoignages. Nous avons repositionné notre société en tant que challenger. Ce qui a eu pour conséquence de développer notre action commerciale et notre CA.

Por volta de 2012, fui chamado para conversar sobre a oportunidade de consultoria para comunicação digital. O potencial cliente havia feito uma ação na internet que considerava um sucesso, pelo grande número de interações que a peça havia recebido (likes, comentários, compartilhamentos). Se bem me lembro, por volta de 20 mil (que era considerado muito na época). Os diretores estavam entusiasmados com o "resultado". A empresa não tinha um objetivo específico (estava testando as águas) e o indicador de sucesso havia sido "escolhido" ao final da campanha. Conto essa história real e breve para ressaltar o óbvio: métricas de sucesso devem estabelecidas a partir dos objetivos, antes da execução. Isso vale também para a publicação de textos.

Cet article est davantage orienté vers la communication marketing et commerciale que vers la communication institutionnelle. Dans la communication institutionnelle, il est nécessaire de procéder à des études marketing permettant de mesurer la progression de notoriété, rechercher du testimonial (témoignage) qui montre l'évolution positive de votre société, ou encore développer une politique de marque incontournable.

Always test your materials. Find your key stakeholders and audiences and consult with trusted contacts to ensure the messaging, the method, and the timing of your materials will land. It's great to have sounding boards to make sure the assumptions we develop when creating content are checked and verified by the people we are communicating with.

For the longest time there had been a disparity between marketing supports, especially measuring qualitative work quantitatively. It is difficult to quantify marketing support activities in context of content and other supports. Having said that it is important to have a safe proof well tested and devised strategy on paper and test run before its implementation. Furthermore what helps is being consistent and patient till the turn around reflects into actual sales. There is no direct relation in creative communication and actual sales. But their impact and presence does call for a strong brand awareness, recall eventually leading to sale. Conversion of a potential customer depends on as sales support staffs knowledge & ability to connect.