You can’t improve what you don’t measure. Tracking engagement on your digital marketing efforts is an essential part of carrying out your strategy. Your CMS should include its own analytics tool as well as integrate with the most popular analytics tools like Google Analytics or Search Console.

Good analytics in your CMS should also show you where the key audiences are based, what technology they are using, how they are interacting with content on which platforms and which pieces of content are most popular, in order to further refine the content strategy.