Behind the Digital Curtain: How to Create Digital Content for Good (Part 3)
Part 3 of 3: Metrics and Meaning: Growing with Purpose
A Guest Blog Series by Angela Mendoza Flores
Image credits: Nick Morrison | Unsplash
In a world obsessed with likes and shares, what if we measured content by its capacity to spark meaningful change?
Digital content is anything you see or hear that's distributed online—from your favorite concert clips to the headlines that greet you every morning to the cat memes flooding your DM to stories of optimism and hope during tough times. It's an ocean of blogs, throwback photos, video clips, and newsletters. Behind each content piece is a mix of planning, writing, editing, reviewing, and finally... pressing "publish." But the story doesn't end there.
I’m Angela, a digital content marketer from the Philippines, and I’ve had the incredible opportunity to support Dr. Tiffany Vora’s online presence. Tiffany is a scientist and keynote speaker, one of those people who make the world a better place with all that she does for sustainability and women in STEMM and bridging the gap between science and non-science folks. In this three-part blog series, I’ve been taking readers behind the scenes of how I support Tiffany’s digital content in a way that is impactful, meaningful, and sustainable.
Once content is live, we look at what happens next. Did it reach the right people? Did it spark curiosity or connection? What worked and what didn’t? These questions shape how we measure impact, and also how we grow.
Measuring What Matters
A snapshot while reviewing the initial data after launching our newsletter project.
Once the content I’ve worked on has been done and dusted, I turn my gaze to the metrics: impressions, shares, email opens, geographic hotspots, and whatnot. These numbers help me and Tiffany understand what resonates with the audience (spoiler: it’s almost always Tiffany’s stilettos and chocolates that top the charts, but we still focus on the science anyway). They’re a feedback loop, and a helpful one.
I also take time to go through comments, replies, and shares. It’s heartwarming to see how people respond: A thoughtful message. A tag from someone who’s been following Tiffany’s work for years. A new subscriber who expresses gratitude for the eye-opening content. I listen for patterns, for sparks of curiosity, for the moments where someone says, "This made me think differently," or "I had a similar experience." That's the qualitative side of data. Tiffany and I listen closely to that too.
One of my favorite examples of community influence was the naming of Tiffany's newsletter itself. We were originally considering names like "Voracious" or "Breakfast at Tiffany's," but we decided to run a poll on LinkedIn to find out what our audience thinks. One follower suggested "Be Voracious"—and it resonated. That's the name we went with. This small but meaningful experience reinforced how valuable community input can be in shaping our content decisions.
What Growth Can Look Like, Too
Image credits: Nik | Unsplash
There’s a lot of pressure in digital marketing to always be chasing bigger numbers. And the pressure can be a bottleneck in many ways –wasting time chasing shiny objects (beware of vanity metrics), or worse, stall productivity and dull creativity.
That’s why I try to make space for a different kind of reflection, the kind that doesn’t live on a dashboard. It’s so important to pause to check in with ourselves too. That’s what Tiffany and I have been doing. We periodically ask ourselves, does our content feel authentic? Does it align with our North Star? Are we proud of what we’re putting out into the world? How did it feel to create this piece? Is it bringing joy?
💡 The currently available metrics to measure “success” is focused on likes, followers, shares, geographic hot spots, how long someone lingered in our video content. But my invitation, is to also pause and assess how you feel about the content you’re creating. You treasure what you measure. And if the available tools are mostly focused on winning in a popularity contest, then you might be duped into thinking that that’s all that matters.
Are generating likes really the best metric? What about those who quietly read on? And what about a “respect” button, or a “well-researched” button, or a “guts to say tough but important things” button? If we get too tired or disheartened chasing metrics that don’t align with our goals, we might burn out or lose sight of our North Star. Regularly sharing content, exploring new platforms, and receiving heartwarming DMs and comments (whether online or in-person) about our work are all indicators that help us gauge whether we’re making an impact. Staying joyful and thriving outside the digital world is another great indicator of growth too, but it’s not visible on the dashboard (well, at least for now).
As for our content work, we’ve made intentional choices along the way. Like shifting our attention from X to Substack, where we launched a newsletter. Or revisiting Tiffany’s older blog posts—over 100 of them!—and finding ways to breathe new life into them for today’s audience.
If we followed only the data and chased wild growth, we’d probably post more about Tiffany’s fabulous stilettos than her views on synbio and climate action—and yes, we still laugh about that. But we’re not here to chase trends. We’re here to create work that matters.
Being the Signal, Not the Noise
Behind-the-scenes of the work area where the “invisible work” of content creation happens.
People spend a huge part of their lives in the digital world. They deserve spaces that are safe and meaningful.
Having a voice in today’s crowded digital landscape is both a privilege and a responsibility. In the midst of constant noise, I’m proud to be part of a force (a two-woman team really, but with a broader community alongside us) that shares science with optimism, a counterbalance to the doom and gloom that often fills headlines and feeds.
Communicating science in the online world is not an easy task. It’s not “just posting another reel” and definitely not something you can just trust ChatGPT to do and hit publish. Generative AI can be helpful for breaking through a writer’s block or polishing some text here and there, but it’s my worst nightmare to use tools complacently and publish a hallucinated reference. Science communication requires keen attention to detail. Knowing how science works. Plus knowing the audience. Constantly cross-checking references. It's about thinking deeply and being constantly curious... and also acting fast.
Thankfully, my training in communication and market research, as well as my deep interest in psychology, have become important levers that help me support Tiffany in the best way possible. While I manage our digital platforms and help amplify the message, Tiffany can focus on the science—taking the stage, joining live broadcasts, and engaging in important conversations around the world.
Some of our wins in our content creation journey include: our Antarctica campaign in 2023—complete with post-voyage reflections in 2024 and beyond. The launch of our Substack newsletter (our ongoing project for this year). Maintaining a steady presence in our social media platforms, LinkedIn, Instagram, and YouTube. Publishing 100+ blog posts from the time we have worked together.
On a deeper and more meaningful level, the biggest win is getting more people around the world to think about science and tech and creating a better future with optimism. Our metrics dashboard shows us numbers, but these numbers represent people – curious, complex, wonderful humans who deserve meaningful digital spaces.
All the behind-the-scenes work–building an editorial workflow, creating content calendars, copywriting, video editing, managing platforms, learning new tools—it's because we care about creating a better tomorrow. Our goal is to be the signal in the ocean of content. The ripple that resonates. That tiny idea that sticks. The spark that helps someone reimagine what's possible. Our purpose is to be the signal, not the noise.
Bringing It All Together
If this resonated with you, I’d love for you to support Tiffany’s growing community. Follow her on LinkedIn, Instagram, YouTube, and Substack. And if you haven’t yet, take a moment to read Part 1 and Part 2 of this blog series.
Thanks for being part of this journey! Here's to more good work, shared with purpose.
About Tiffany
Dr. Tiffany Vora speaks, writes, and advises on how to harness technology to build the best possible future(s). She is an expert in biotech, health, & innovation.
For a full list of topics and collaboration opportunities, visit Tiffany’s Work Together webpage.
Get bio-inspiration and future-focused insights straight to your inbox by subscribing to her newsletter, Be Voracious. And be sure to follow Tiffany on LinkedIn, Instagram, Youtube, and X for conversations on building a better future.
Buy Tiffany a Cup of Coffee | Image credits: Irene Kredenets via Unsplash.
Donate = Impact
If this article sparked curiosity, inspired reflection, or made you smile, consider buying Tiffany a cup of coffee!
Your support will:
Spread your positive impact around the world
Empower Tiffany to protect time for impact-focused projects
Support her travel for pro bono events with students & nonprofits
Purchase carbon offsets for her travel
Create a legacy of sustainability with like-minded changemakers!
Join Tiffany on her mission by contributing through her Buy Me a Coffee page.
