Promotion entails a social media strategy where you tailor your message to different platforms, monitor people’s reactions, respond to them and help moderate the conversation or perception around message or brand.

Evaluation you’ll never know the efficacy of your message till you measure its success against key performance indicators. It would help to know how to engage various metrics and analytics tools. The results would either validate that what you’re doing is effective or allow you to learn from your mistakes and course-correct.

Some KPIs can include:

- Website traffic increase

- Site referral increase

- Time on page increase

- Bounce rate decrease

- Domain/page authority and overall rankings

- Conversion metrics (e.g., download a form, sign up for a newsletter, request a quote)

- Social media engagement (e.g., “likes,” clicks, shares, comments)

Measurement is not just helpful in assessing the efficacy of the content, it also helps designers and content strategists to keep their egos in check and defer to their audience for final verdict.  

Since both content strategy and design are creative disciplines, specialists in both fields can have strong opinions about what works and what doesn’t. The only two ways to balance digressing design and content philosophies is to talk it out as a team, or let the audience decide.

If there is a creative stalemate, both teams need to resist the temptation of withdrawing into a shell and retreating to their silos. The best thing in such a situation is to get feedback from target users. Simply showing people a Web page and observing how they interact with it will tell you whether you succeeded in achieving good user experience design. Users are the ultimate judge of any creative effort, so why not take subjectivity and emotion out of the equation by going directly to the source?

Maintenance. Finally, things go into maintenance mode, where you make sure everything is current and updated. Delete or archive old content. Start planning for new content to replace it. And the cycle continues.