Creating a content marketing report follows a logical flow to outline the activity and resulting performance.
Start with the marketing objective, here’s what we are seeking to achieve. This helps to provide context for the document and remind the recipient of why this work is being done. Then share top two or three findings for them.
A framework for the report might look like:
- Reiterate the objective
- The dates of analysis
- Screenshots of the work
- Summary of performance and timeline of the work going live
- Identify any learnings/observations
- Recommendations for next time
In terms of your process to create a report. It can be messy. You might make your template first. Then go get the data, load it in. Then spend some time on analysis, to work through the data, to see what its telling you on how customer are engaging.
When writing a report, try to keep the customer front and centre, what are they doing, why are they doing that, where can we improve. Think about their journey and how the data reflects that. And any important insights for marketers to take away.
Not all stakeholders can spend the time in the data like the person creating the report. So it is vital to give them the benefit and POV that the data is telling.
This is part of our Guide to Content Marketing Analytics.