How To Build a Content Dashboard in 4 Steps (Plus Benefits)

By Indeed Editorial Team

Published March 17, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Marketers analyze large amounts of data to make adjustments to their campaigns and optimize the use of their advertising budgets. Instead of compiling information from multiple sources, you might use a content dashboard that displays metrics ranging from click-through rates to conversions. Understanding how to use this tool can help you streamline your workflow and create more effective marketing campaigns. In this article, we explain how to build a content dashboard and discuss the benefits of this tool.

Related: The Benefits and Types of Marketing Dashboards

What is a content dashboard?

A content dashboard is a tool that displays all the key components of a marketing campaign. Dashboards are typically customizable, user-friendly and up-to-date with the campaign's most recent metrics. Data visualizations allow you to quickly make strategic decisions about how to reach your marketing goals, whether you want to increase organic traffic or generate more leads. They may also provide actionable insights based on their interpretations of metrics like average time on page and click-through rate. Note that content dashboards are usually only accessible to site owners and contributors with login permission.

Related: A Complete Guide to Dashboard Design (Definition and Examples)

What are the benefits of using content dashboards?

Here are some key benefits of using content dashboards:

Saves time

A content dashboard retrieves data from multiple sources and displays it in one place, saving you the trouble of compiling various reports yourself. This centralization of information gives you more time to complete other tasks that are essential for your marketing campaigns. Content dashboards also save time by being easy to create and read. You can spend less time learning how to interpret the information and more time implementing actionable insights that generate results.

Provides relevant data

Content dashboards use the latest available data to display visualizations and suggest actionable insights. As a result, these tools generate information that's relevant to current trends. Marketers often rely on this information to appeal to updated consumer preferences and stay competitive in their industry. For instance, a dashboard might display a significant drop in leads within the last week. Knowing this information, you might conduct research that allows you to discover a new competitor. You can adjust your campaigns accordingly to highlight your product's unique appeal and attract more clicks.

Streamlines decision-making

Content dashboards present data in a digestible format, allowing you to quickly make decisions based on the information you see. While it can be beneficial to do more research on certain issues, summaries of key metrics are helpful when time is of the essence. For instance, if you notice a web page has dropped in search result rankings, you can focus your efforts on re-optimizing this page to maximize organic traffic.

Increases return on investment (ROI)

All the benefits of content dashboards culminate in an increased ROI. Marketers spend less time compiling reports, so they can increase their productivity and optimize campaigns to generate more leads. More accurate decisions resulting from the latest data also help the company optimize its return on investment. So even if you pay for content dashboard software, its ability to increase revenue often makes it more than worth the cost.

Related: What Is a Data Dashboard? (Plus Advantages of Using One)

What KPIs and metrics should you include in a content dashboard?

Here are important key performance indicators (KPIs) and metrics you might want to include in a content dashboard:

  • Total visitors: The number of unique visitors to the site

  • Sales: The number of units the company sells, including whether the sale is from a new or recurring customer

  • Conversion rate: The frequency at which customers complete a campaign's call-to-action, such as subscribing to a newsletter or buying a product

  • Virality: The frequency at which users share your content on social media

  • Referral traffic: The number of users that visit your website via links on external websites

  • Bounce rate: The frequency at which visitors leave the site without visiting additional pages

  • Average time on page: How long the typical user spends on your page

  • Impressions: The number of times users see your page in search results

  • Click-through rate: The frequency at which users actually click through to view your content

Related: 7 Important KPIs To Measure With Dashboard Management

How to build a content dashboard

Here's how to build a content dashboard:

1. Choose the right software

Various programs allow users to build content dashboards that organize their marketing data. Consider researching the different products to find the right software for your purposes. If you're new to building content dashboards, a program that's affordable and easy to learn is ideal. Those who want to build more complicated content dashboards might opt for a paid program with more advanced features. Regardless of your familiarity with content dashboards, it's important to look for a program that can acquire information from your data source. Compatibility ensures that the program uses accurate, up-to-date metrics to generate visuals.

Related: What Is a Customer Dashboard? (Plus Metrics and Benefits)

2. Choose the appropriate KPIs

Many KPIs can be useful to your marketing campaigns, but try to choose only the most relevant ones to keep your dashboard digestible. Consider the goals of the organization and the primary audience of the content dashboard. For instance, a higher-level executive might be more concerned with higher-level metrics that affect the organization's broader goals. A content director who interacts with their campaign directly might want more specific metrics, such as daily insight into how users respond to search engine optimization (SEO) content adjustments.

3. Create an attractive layout

Once you know what KPIs to include, you can create an attractive layout that makes it easy for readers to interpret the metrics. Consider using size and position to indicate which elements are most relevant. For instance, you might want to emphasize the click-through rate by putting this element in a large box in the top-left corner of the content dashboard. Another tip is to contextualize information by including past data that indicates whether the number is above or below a certain threshold. Additionally, try to label your data and include rounded numbers to increase readability.

4. Remain flexible

Content dashboards are customizable, meaning you can make adjustments even after you publish them. Try to measure the results the insights provide. If they're not generating as much of a return as you'd like, you can adjust the metrics they display. You can also ask team members for feedback and incorporate their suggestions to display metrics they actually use.

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