TL;DR on learnings:

During the course of S16, we decided to run a “content experimentation process,” where we posted a number of different content types to view the success of each, tracking the metrics and the response from our audience.

<aside> ℹ️ For simplicity sake, we are defining a piece of content as “successful” in Season 16 for a particular metric if the number is higher than the Season 15 average, unless oth.

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Content metrics we are looking at Average in Season 16 Average in Season 15
Email Open Rate 16.43 % N/A
Click on link in email rate 0.52 % N/A
Unsubscribe Rate 0.29 % N/A
Totals blogpost views 76326 64014***
Average engagement time 50 seconds 39 seconds
Did you find this blog post valuable N/A N/A
Tweet Impressions 4.3 Million 5.3. Million
Tweet Engagement rate 4.0 % 2.4 %
Average non-GR-related blog post tweet thread impressions * 5796 6236
Clickthrough rate of a tweet that has a link (clicks/impressions) ** 0.75 % 0.88 %

Note: Twitter threads vary a lot - some gets 15k + average. Others 3k. We should discuss if we want to keep tracking this metric as it’s not precise for measuring our success in a season. **** Note:* This metric also varies a lot. Would suggest only tracking content with the intention of driving clicks. Some very important posts received a much higher CTR and the average. ***** Note:** Missing data for 29 days of the season.

Many pieces of content will have ADDITIONAL metrics we care about, like how many leads the piece generated toward one of our protocols.

S16 Content Metrics Review:

These were the high-level findings:

S16 Content Metrics

Notes:

According to our audience, I (Mathilda) have suggested that we move away from educational, regen-type pieces and rather focus our blog on product updates, announcements, case studies and more research-heavy technical pieces. I feel that this will drive more engagement and it speaks more directly to our engaged audience.

Email:

We are actively looking at an updated and more robust email strategy for the upcoming season.