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How to measure content marketing success

How to measure content marketing success

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Running a small business is demanding. Each day presents challenges that can affect your cash flow, your customers, and your ability to grow. Amid these demands, it is easy to lose sight of long-term financial priorities. However, businesses that last are not only those with good products or strong customer service. They are often the ones with better financial habits. This article outlines seven essential points that will help SMEs manage their finances more effectively, reduce risk, and plan for growth. 1. Start with a Clear Financial Plan A good financial plan gives direction to your business. It helps you set targets, allocate resources, and make informed decisions. Start by defining your financial goals. These should be SMART - specific, measurable, actionable, realistic, and tied to timelines. For example, you should determine how much revenue you need each month, what level of production or service delivery is required to meet that target, and how you intend to achieve it. Once your targets are clear, you will need a working budget. A good budget helps you monitor income and expenses, manage cash flow, and ensure that your business remains on track. It also provides a basis for deciding what to prioritise and what to postpone. At its best, your financial plan should help you answer key operational questions such as what resources are required to operate or grow, where those resources will come from, what they will cost, and whether your business is in a position to take them on. Planning in this way reduces uncertainty and allows you to run your business with greater clarity and confidence. 2. Maintain Accurate Financial Records Accurate financial records are essential for any business. Whether you are managing day-to-day operations, planning for future growth, or applying for funding, clear and reliable financial information allows you to make sound decisions. Many small businesses struggle in this area due to time constraints, limited expertise, or a lack of systems. However, proper record-keeping should never be overlooked. It supports internal decision-making, strengthens external credibility, and improves your ability to respond to opportunities or risks. Business owners can start by gaining basic knowledge of accounting principles and tools. Training employees in simple record-keeping practices also helps to build internal capacity. In some cases, it may be worthwhile to engage professionals who can help you put the right systems in place and prepare essential reports at a cost that makes sense for your business. 3. Choose a Banking Partner Aligned with Your Goals The right banking relationship can make a real difference to your business. A bank like Absa Bank is more than a place to keep your funds. It is a partner that can support your operations, guide your financial planning, and help you take advantage of growth opportunities. Begin by understanding your business needs. These might include working capital support, payments and collections services, or trade finance. Once your needs are clear, assess whether your bank offers the right mix of services, accessibility, and expertise. Your banking partner should make it easier to run your business, not harder. They should share your ambition to grow, be responsive to your concerns, and provide solutions that are tailored to the stage your business is in. A strong banking relationship will give you confidence and peace of mind as you build your enterprise. 4. Deploy Effective Payment Solutions Revenue is the foundation of every business and the way you go about collecting it is key. In today’s economy, customers expect fast, simple, and secure payment options. If your business only accepts cash, you may be turning away potential sales without realising it. Providing customers with flexible payment options is no longer a luxury. It is a necessity for growth and long-term relevance in a digital economy. Offer customers alternatives such as instant bank transfers, mobile money, card payments through point-of-sale devices, or more innovative solutions like Absa Mobi Tap to improve your customer experience and increase your reach. These methods reduce delays, enhance transaction security, and demonstrate professionalism. 5. Meet Statutory Obligations Promptly Every business has legal and regulatory responsibilities. These include filing and paying taxes, submitting Social Security and National Insurance Trust contributions, and meeting other sector-specific requirements. Complying with these obligations on time helps you avoid penalties and disruptions. It also builds your business’s reputation and improves your standing with financial institutions and regulators. To stay compliant, you should adopt a legal structure that suits your business model and goals. You may also wish to seek legal or tax advice at key points in your journey. Planning ahead for obligations such as annual tax payments or quarterly filings ensures that you are not caught off guard. Meeting your statutory responsibilities consistently is a mark of a well-run business. 6. Manage Your Risks Running any business involves risk. These risks may include delayed payments from customers, unexpected costs, economic downturns, or even natural disasters. For small businesses operating with limited resources, such events can be difficult to absorb. This is why risk management must be part of your financial routine. Start by identifying the main risks that could affect your business. Put in place basic measures to protect your operations. This could mean setting aside emergency reserves, purchasing insurance, or diversifying your income streams. Being proactive about risk does not eliminate uncertainty, but it helps you stay in control when challenges arise. It also signals to lenders, partners, and customers that your business is prepared and resilient. 7. Separate Business and Personal Finances It may be tempting to treat your business account as your personal wallet, especially in the early stages. However, failing to separate your business and personal finances can lead to confusion, tax problems, and credibility issues. As a business owner, you should pay yourself a fixed salary. Avoid withdrawing funds at random or covering personal expenses with business income. If you invest personal funds in the business, document it properly as a loan or equity contribution. Keeping your finances separate helps you maintain clear records, assess business performance accurately, and present your enterprise in a more professional light to partners, banks, and regulators. At Absa Bank, we believe that strong financial habits form the backbone of every successful enterprise. Our commitment is to walk with our clients and customers at each stage of their journey, providing guidance, tools, and solutions that help SMEs grow sustainably and with purpose.

Financial Habits Every SME Must Adopt: The 7-Point Check List

September 25, 2025
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How to measure content marketing success

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How to measure content marketing success

How to measure content marketing success

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In the digital space of today, content marketing has become one of the most effective ways brands are adapting to inform, create awareness, generate engagement and drive sales.

Content Marketing is basically creating and sharing materials online for a targeted community. These communities vary from brand to brand and the materials created and shared may include, but are not limited to videos, blogs, podcasts, pictures, social media posts etc.

Content Marketing better works or help brands achieve their goals when certain key factors are taken into consideration. These factors help brands analyze the performance of the content they create for their community members, and these factors include, but are not limited to: Web Traffic, Social Media Engagement, Leads, Return on Investment (ROI)

Web Traffic

Web traffic has to do with the number of data sent and received by visitors on a particular website. This is determined by the number of visitors and the number of pages they receive.

Generally, websites with very good content attract and retain visitors for a very long while, as it helps record low bounce rates, which is a sign that content created and shared are performing, which is going to lead to brands achieving their goals. High bounce rate on the other hand is a sign that, the content created and shared is not serving their purpose, therefore there’s the need for community managers to review and re-strategize.

Social Media Engagement

Over the years, positive and high engagement on social posts have proven to be the number one bait for viral content on social media to achieve the purpose for which they were created. Social users are highly likely to engage with content they have seen others react to on their timeline, and for people to react to your post, it has to be really catchy, interesting, informing, and thought provoking.

The engagement we are talking about here could be likes, comments, mentions, shares etc. These engagements in the short and long run helps brands to understand their customers, in terms of what they like and exactly what they expect from these brand. These feedbacks go a long way to assist community managers in creating content that will bring positive results to their brands.

In conclusion, content with low engagement indicates something is wrong or some persons are not doing the right thing.

Generate Leads

Great content is known for generating awesome leads for brands when it comes to content marketing. A lead is basically a consumer that has shown interest or enquired about a particular product services upon coming across a post or ad that has to do with the said product or service. Brands usually create the list of leads for the purpose of email marketing, sms blasts, targeted ads, for the purpose of conversion.

Most leads are known for asking questions like:

How did you do it?

How much is it?

Where can I get it?

Can you please check your inbox?

When you begin to record the above type of comments on your posts as a community manager, then you know you are making a head way with your content, but if you don’t, then there is the need to take a second look at your content.

Return on Investment

No one runs a business to incur losses, therefore once your finances are not indicating an increase in the return on your investment, this is a sign that certain things are not being done right. Interestingly, content marketing has a huge influence on return on investments.

Imagine your content are making waves within various online communities, a lot of leads are going to be generated, leading to high conversional rate which will intend reflect on your finances.

If you are reading this, and you need assistance in creating engaging, informing, thought provoking and results oriented content, you can always talk to Global Media Alliance.

Francis Yaw Gidiga Alfafa

Account Manager, Digital Media & Innovations

Global Media Alliance

Linked In: Francis Gidiga

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