SHIFT Archives: The Best of Q4 Content 2018

As each year comes to a close, we like to sneak a peek into the SHIFT archives to see our content hits and misses. When devising a content strategy for a new year, it’s important to take note of what worked (and why) to plan what’s to come next year. Want to see how to do this for your blog? Here’s how.

Our top posts, the best of Q4 content of 2018, focused on earned media, Google Analytics metrics, and measuring PR success.


All earned media, like all public relations efforts, are not the same. We understand the primary goal of media to garner an audience and create awareness. While the ultimate goal of marketing is to transform members of said audience into a more deeply interested group – one willing to engage and potentially do business with us. Lastly, the sales team is there to turn that engagement and interest into real business revenue. In this post, discover how to optimize your media efforts for all three levels of the marketing funnel.


As PR pros, we should be familiar with the different types of metrics that demonstrate the success of our work. With a plethora of digital tools, SaaS programs, and technology at our fingertips, it seems we are able to access more and more data. A great place to start is Google Analytics with its plenty of “out of the box” metrics. We can slice and dice the data to reflect performance covering different attributes of a public relations program.

How do we get started? What metrics should we focus on? Where are these metrics located within Google Analytics? We explore all of these in great detail and provide overviews of what each metric reflects, and ultimately, what story it tells in terms of performance.


Once again, public relations programs can take on many different forms and require different components. Whether its coverage attained, backlinks acquired, the share of voice increasing, message resonance, or conversion rates, or a combination of all that your client or company has chosen to focus on, there are plenty of tools to analyze performance.

Once Q4 hits, end of year reporting becomes right around the corner. In preparation, we look at what efforts were made throughout the year. For example, if coverage becomes a key goal, we can break down the quantity, quality, and traffic gained from said coverage. Not sure where to start? Take note of these tools, metrics, and analysis tactics to measure your PR success for 2018.

Lisa Zanchi
Senior Marketing Strategist


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