Content performance should be measured against the reason the content was created. A search article may aim to answer a customer question, while a founder video may build familiarity or support a community initiative.
Choose relevant measures before publishing. For search content, examine impressions, clicks, search queries and qualified enquiries. For video, consider audience retention, completion and meaningful responses. For lead-generation content, track relevant form submissions and subsequent conversion where possible.
Do not rely on a single metric. High traffic may be unhelpful if it reaches the wrong audience, while a specialised article with fewer visits may attract valuable enquiries.
Review results over a meaningful period, update outdated information and use the findings to improve future content.