Share of Voice: An Essential KPI in Content Management

'Share of Voice' is a key performance indicator (KPI) that plays a pivotal role in content management. This KPI quantifies the extent to which a brand's content is being discussed or referenced in comparison to its competitors.

In the context of content management, 'Share of Voice' provides an understanding of a brand's market position and visibility in online or traditional media spaces in comparison to its competitors. By measuring the proportion of the brand's mentions against that of its competitors, content managers can gauge their brand's relative popularity and prominence.

The term 'Share of Voice' can be used in various contexts such as advertising, social media engagement, media coverage, and more. In content management, it's an indication of how effectively the content is engaging with the audience and influencing conversations compared to competitor content.

The formula to calculate 'Share of Voice' is:

Share of Voice = (Brand's mentions / Total industry mentions) * 100

In this formula, 'Brand's mentions' refers to the total number of times the brand or its content has been discussed or mentioned across tracked channels. 'Total industry mentions' signifies the total number of mentions for all competitors in the same industry or market sector.

A higher 'Share of Voice' typically infers that the brand has a stronger presence or is more influential within its market sector. However, as with other metrics, it's crucial to analyse the sentiment and context behind the mentions, as a high share of voice composed largely of negative mentions might not be beneficial. Therefore, this KPI should ideally be used with other metrics such as 'Sentiment Analysis' for a comprehensive understanding of a brand's market standing.