Content marketing is one of the most effective ways to promote your products or services and solidify your reputation as a leading expert within your industry. Whether it be an infographic, video, or blog post, the content you publish should either inform, answer a question, or satisfy a need for your target audience.

There are a number of ways to deliver your content to your audience. While email campaigns have always been a popular choice among marketers, we’re going to focus specifically on social media-based content marketing.

With over 4 billion users in 2021 (Data Reportal), social media has become one of the most profitable avenues for content marketing. However, if you own a small business or have recently launched a startup, it may take longer for you to build a social media following. In order to gain traction, you should be posting content regularly — consistency is key. Your content should be relevant and valuable to your audience; if they have no reason to consume your content, they won’t. So how do we measure the effectiveness of our content? How do we determine what’s valuable and what isn’t?

On most social media platforms, you can access the analytics for your business page, which details the performance of your content using these three metrics: reach, engagement, and conversion. 

Reach (Impressions)

Reach is the number of people who have seen your post — this concept is also known as “impressions.” In your analytics report, you will see specific details about these people, including age, gender, location, and more. 

If you are not organically reaching your target audience, paid advertising could be a helpful option. When running ads on platforms like Facebook and Instagram, you can target specific groups of people. If you would like for your content to reach women ages 30-50, you can adjust your ad demographics accordingly.   


Engagement measures how people are interacting with your content (i.e. likes, comments, shares). When people engage with your posts, this typically indicates that they find value in your content. Engagement is how you build a relationship with your audience, and with time, grow your following.

Therefore, it is important that you are thoughtful about what you are producing and publishing. Ask yourself, “What content is of interest to my target audience?” Create more of what your audience wants to see and they will engage with your posts!


Conversion is truly the end goal of content marketing. Conversion occurs when your content converts a visitor to a customer — when someone goes from simply consuming your content, to clicking your link and making a purchase.

Reach, engagement, and conversion are all separate objectives, but also go hand in hand. The greater the reach, the higher the engagement. The higher the engagement, the higher the conversion rate. 

At Springwood Marketing, our professionals specialize in content creation and social media marketing. From creating content calendars to producing and publishing original content, we can develop and implement your marketing strategy from start to finish! Interested in learning more? Contact us today!

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