Why Your Content Needs A Tape Measure

“What gets measured gets done.”

That famous quote from Peter Drucker holds up for a reason. Humans are way more likely to reach their goals when they track them. And in marketing, where attention is limited and budgets are not infinite, measurement isn’t optional, it’s a growth tool.

When you build regular measurement into your marketing process, your content stops floating around hoping for likes. It starts driving action. Here’s how to make sure your content is working on purpose.

Create Your Measurement Game Plan in 4 Steps

1. Start With SMART Objectives

Before you can measure anything, you need to know what you’re trying to achieve.
Set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) that give your content a clear target to hit. Whether it’s boosting web traffic, generating leads, or growing engagement. Clarity up front gives you a benchmark to build on.

2. Set KPIs That Match Your Goals

Once you’ve got your goals, choose the metrics that prove you’re making progress.
Your KPIs (Key Performance Indicators) should be directly tied to those SMART objectives, like conversion rates, clicks, impressions, shares, saves, or time on page.

Different goals = different KPIs. Don’t just track everything. Track what matters.

3. Build Measurement Into Your Workflow

Make tracking part of your regular rhythm, not an afterthought.
Use the tools you already have (Google Analytics, social platform insights, email stats, etc.) to check performance regularly. It doesn’t need to be complex to be effective.

Pro tip: Real-time digital content = real-time data. Use it. Learn from it. Tweak and improve as you go.

4. Make It a Habit to Review & Refine

Don’t keep the numbers to yourself. Build a habit of reviewing performance with your team, weekly, monthly, or quarterly. Talk about what’s working, what’s not, and what’s next.

So Why Bother Measuring?

Because it makes everything better. With a strong measurement process, you can…

  • Make better decisions: Use data to guide where to invest your time and energy.

  • Improve ROI: Focus on what’s working — and stop wasting time on what’s not.

  • Stay accountable: When goals are clear and results are visible, your team steps up.

  • Keep improving: Measurement builds momentum. The more you track, the more you grow.

Great marketing isn’t set-it-and-forget-it. It’s try, learn, refine, repeat.