You’re posting on social media, writing blogs, and sending emails - but is it actually growing your business? Most small business owners create content, yet few know whether it’s delivering real results. In this guide, learn simple, effective ways to measure what’s working so you can focus on content that actually brings in sales, customers, and long-term growth.
You spend time writing blogs, posting on social media, and sending newsletters, but is it actually growing your business? Many small business owners create content, yet less than a third know if it’s driving results (Source: HubSpot State of Marketing Report 2025).
As a Marketing Strategy Coach & Consultant, I work with all kinds of business owners, and one thing is clear – many struggle to measure whether their content is worth the effort.
If you’re not sure whether your content marketing is working, you’re not alone. In this guide, I’ll break down simple, effective ways to track your results so you can focus on what actually moves the needle.
Beyond Likes and Comments: What Really Matters
It’s easy to get caught up in vanity metrics like likes and shares. But the real question is whether your content is helping your business:
Generate more enquiries and sales.
Build brand awareness and trust.
Retain and engage existing customers.
Reduce marketing costs by driving organic growth.
If your content isn’t achieving at least one of these outcomes yet, don’t worry – this is an opportunity to refine your approach. Let’s explore how you can measure what’s working and make improvements for better results.
1. Is Your Content Generating Sales?
Your content should help convert audience engagement into paying customers. Ask yourself:
How many enquiries come from your content, such as a social post or blog?
How many of those enquiries turn into actual customers?
Are existing customers buying more because of your content?
Has your content reduced your reliance on paid ads?
Example: A plumber shares maintenance tips on Instagram and gets direct bookings from followers who regularly engage with their posts.
2. Is Your Content Increasing Brand Awareness?
Content marketing is a long-term strategy to build brand visibility and credibility. To measure this, consider:
Are more people finding your business through Google search?
Are other businesses or websites mentioning or linking to you?
Are you gaining a reputation as an industry expert?
Is your email list growing consistently?
Example: An event styling company creates a blog on modern wedding trends, which becomes their biggest source of organic traffic, consistently bringing in new enquiries from couples searching for styling tips.
3. Is Your Content Helping You Retain Customers?
Great content doesn’t just attract new customers – it keeps them engaged so they continue buying from you. Look at:
How often customers return (customer retention rate).
Whether customers are referring others to your business.
If your content is answering common questions, saving time on customer service.
Whether existing customers engage with your emails, social media, or blog.
Example: A marketing automation company finds that clients who engage with their how-to content stay subscribed to their service twice as long as those who don’t.
How to Measure Content Marketing Success
If you’re not tracking your content’s performance, you’re guessing. Here are three simple ways to measure what’s working.
1. Website Traffic
What to track: How many people visit your website after reading or engaging with your content.
How to measure: Use Google Analytics to see where visitors are coming from.
Example: A B2B consultant sees that LinkedIn posts about workplace productivity bring in 40 percent more visitors than paid ads.
2. Enquiries and Sales
What to track: The number of new customers who mention your content.
How to measure: Simply ask "How did you hear about us?"
Example: An HR consultancy discovers that 30 percent of new clients had been reading their weekly email tips before reaching out.
3. Customer Retention and Referrals
What to track: How often customers return and refer others.
How to measure: Keep a simple spreadsheet of repeat business and referrals.
Example: A corporate training company finds that clients who engage with their how-to content rebook their services 50 percent more often.
Making Content Work for Your Business Without Overwhelm
Not sure where to start? Keep it simple:
Pick one platform where your audience spends time.
Create one valuable piece of content per week - blog, video, or email.
Ask new customers how they found you.
Track which topics get the most interest.
You don’t need to be everywhere. A well-planned LinkedIn post can do more for your business than daily posts on five platforms.
Content Trends That Actually Matter in 2025
Forget the hype. Here’s what’s working right now:
Short, helpful videos - two to three minute tips.
Content that answers real customer questions.
Behind-the-scenes looks at your business.
Expert insights that solve specific problems.
If your content provides genuine value, it will attract customers.
Want to Strengthen Your Content Strategy?
Measuring your content’s performance is just the first step. To truly maximise its impact, you need a clear content strategy that aligns with your business goals.
If you’re ready to refine your approach and create content that drives results, check out A Practical Guide to Content Marketing for Small Business Owners. This guide walks you through how to develop a content plan that attracts, engages, and converts your ideal customers.
Take the next step in making your content work harder for your business - read the full guide now.