In February 2017, I helped a leading digital publishing startup in India to fine-tune their approach to content marketing. These are actual performance data for Feb 1-23 (23 days) compared to previous month Jan 1-31 (31 days) while I led the in-house digital marketing team as a content marketer.

Media: Blog, Newsletter, Social (Twitter, Facebook, Instagram)

TWITTER

Impressions

Jan – 54.5K impressions per day
Feb – 59.9K impressions per day

Engagement Rate:

Jan – 5.7%
Feb – 6.6%

Link Clicks:

Jan – 3.6 link clicks per day (111.8K)
Feb- 3.6 link clicks per day (86K)

Retweets:

Jan – 10 RTs per day
Feb – 23 RTs per day

Likes:

Jan – 20 likes per day (Total: 631)
Feb – 47 likes per day (Total: 1.1K)

Replies:

Jan – 5 replies per day (Total: 147)
Feb – 9 replies per day (Total: 217)

FACEBOOK

Engagements ­- Up by 102% (120,265)

Page Likes ­- Up by 166% (708)

Reach ­- Up by 91% (1,374,473)

Actions -­ Up by 178% (89)

Page Views -­ Up by 95% (1562)

Videos ­- Views up by 5,823 (19,308)

NEWSLETTER – REDESIGN

Following the newsletter redesign initiative to make it more reader-friendly with prominent call-to-actions, A/B results showed higher click rates.

Sessions

Jan – 195
Feb – 236

New Sessions

Jan – 19%
Feb – 32%

New Users

Jan – 37
Feb – 77

TRAFFIC – BLOG

As the result of the new social media approach and newsletter redesign, the blog received 17.02% increase in Sessions (5,075 vs 4,337) of which 5.04% sessions are New (first time visits).­ At least one session per user is up by 19.24% (4,171 vs 3,498).

Traffic from Newsletter to Blog (previously absent from top 10 traffic sources):

Sessions: 89
New Sessions: 42%
New Users: 38