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Most marketers are measuring content wrong. Instead of challenging the team and putting a measurement in place, often teams just take what they’ve got. Rather than spending the time to get what they need. To create effective content day in, day out, teams need the fidelity to see really what’s working. With content, you can have the right idea, but the wrong write up. You can have the right write up but the wrong headline. That’s what separates the top performers from the rest, they invest more in measurement.

The reason to create content is because it will help inform, educate or provide utility to audiences. And that if a brand can achieve that, they will reward us, with brand awareness, loyalty, purchase intent or purchase.

Measurement should reflect these objectives. The two metrics that boils down to reach and consumption.

It helps answer the questions; “Did I reach enough people and did they consume the content?” IF you capture your audiences’ attention, then everything else is easy.

Most content brands content lives in two places, on their own websites and social media. Solutions to measure content in these places, either connect via API to the social networks to collect additional data, or connect to your website through the placement of code on the content.

When it comes to measurement, there is also a couple of subcategories, site analytics and content analytics. Site analytics is geared towards measuring people coming to your website. Content analytics goes a bit deeper in to the performance of the content. Often marketers are using multiple platforms to get as much data as they can.

Others can include click trackers or surveys.

What makes it difficult is the landscape continues to change. The definition of content is blurring, as marketers build apps with content, digital experiences, virtual events. Which keeps marketers and analysts on their toes as to the best way to measure success.

When you have effective measurement in place, it means you can start to operationalize some of the following content behaviors that drive the top performers.

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