How do you know if content is being effective? It must pass a few criteria.
- Content is effective when it does its job.
- It delivers on what the purpose it was created for.
- And most often that is delivering a companies objective.
- And to deliver on that objective it needs reach and impact.
To measure this combination, you need a content analytics platform (like Nudge) that provides you with the tools to measure content effectiveness. You are likely going to need some tracking code, to measure the content, or API connections to a system that does. Then a dashboard to show the data.
In terms of measurement, you also need to measure the right thing. Metrics also need to go deeper than surface level, content has to be seen and heard. For example, you need a meaningful number of future customers (or existing customers) to read the content. If you have 100,000 prospective customers and only 200 or 300 read it, you have really lost out.
The other thing to think about is impact, are they reading or consuming the content? For the content to leave an impact with each person, they have to have enough meaningful consumption. 5,000 people arriving on and leaving the content straight away means the content isn’t doing its job.
Use Nudge to establish these and get transparency on if and where your content is being effective.
For more read our full Guide to Content Measurement.