Our Step-By-Step Process to Create Quarterly Content Reports
How do you know what content to repost or repurpose?
We asked ourselves that question and created a Quarterly Report that we generate every 3 months for us and customers. Here is our methodology:
1️⃣ Using SHIELD
Shield is a dashboard that shows you the views, likes, comments, shares, and overall engagement rate of your LinkedIn posts.
You can sort by time period, highest or lowest amount of views, likes, etc. which gives you some insights into what content resonates with people.
But we realized that this report was missing a couple of pieces to decide which video to repost or follow up on - hence step 2.
2️⃣ Calculating the ICP engagement rate
An ICP (ideal customer profile) is any person who fits your customer profile based on job title, geography, company, industry, company size, etc.
We count all the likes, comments, and engagements by ICPs to calculate the ICP engagement rate of each post (possibly going through the LinkedIn profiles to see whether a person qualifies as an ICP or not).
That's significant because the overall engagement rate on a post and the ICP engagement rate are not always correlated.
Let's say you have a post with a low engagement of 10 likes and 5 comments. But if 8 out of 10 likes and 4 out of 5 comments are from your ICPs, it’s still a great video.
(Networking tip: Don't forget to connect with those ICPs who engaged with your content)
3️⃣ Defining “great videos”
An above-average engagement rate doesn't automatically make a video worth reposting.
Let's say your average engagement rate is 35, and a video gets 38 engagements, which is above the average.
But creating a new video is more or less going to get you the same amount of engagements while giving you more tries on target.
💬 So we have a technical definition for what makes a “great video”: The amount of total engagements is at least one standard deviation above the average.
Only those videos get:
✔ reposted (if reproducible)
✔ followed up on
✔ or reframed (i.e., looking at the same topic from a different angle)
(If people ask a question or disagree with something under a video, you can reply to that by creating a follow-up video, actually mentioning and tagging the person.)
So this is our current process of deciding which videos to repurpose.
Overall: It's crucial to not just look at the overall metrics (likes, comments, etc.) but to dig deeper into the data to see WHO liked and commented.
Hope this helped.