By David Booth
How your content is performing across your site matters — a lot. But many organizations have trouble measuring and valuing its impact.
When it comes to understanding exactly what you’re getting for the time, money and resources you’re investing, it’s critical to acknowledge that what’s on your website could be the first impression a customer will have of your company — or it might even be the only impression they have.
For many industries, content is a key component to managing brand perceptions and creating brand value. Studies have shown that content has a better recall value for consumers than other forms of advertising, and it’s also a very cost-effective marketing strategy.
So, how exactly do we define and measure this value? Well, here are four key things you should be doing to ensure you’re getting the most from your investment in content.
1. Have a (sound) content strategy that includes governance.
Before you execute on a strategy, you need to make sure you have a good one. A foundational element of a content strategy is the content audit, or the basic understanding of what you currently have, what your competitors have, and identification of the gaps that represent what you should have.
This leads into your high-level content strategy, where you determine the overall goals of your content initiatives. This means more than just talking about it; you need explicit, tactical content plans and content creation processes and calendars.
Once your content is published, the governance aspects of a good content strategy ensure that it’s measured and maintained over its life cycle. This is all too often overlooked, but governance is a critical step in understanding how your content is doing, how it should be managed, what lessons can be learned from it, and when it should be revisited or even sunsetted.
One way to think of governance is simply in terms of responsibility. Governance helps outline who has responsibility for making data collection, analysis, implementation and assessment a success and determines how those activities are supported. This can range from ownership and responsibility of a particular content area to simply being informed and aware of progress or setbacks.
2. Know how customers are engaging with your content.
A great way to do this is with engagement scoring. Engagement scoring is a methodical, defined way of valuing what a user interacts with across your digital assets, based on what is important to your business.
In the world of web analytics, you could create an engagement score by looking at a host of “micro-conversions” or other site actions, weighting them in a way that makes sense for your business, and then tracking that metric over time. You might be looking at the types and amount of content consumed through clicks, scrolls, loads and exits. You might focus on the recency, duration and loyalty of the visitor, looking at interactions they’ve had with your brand through things like branded search, feedback forms, social media engagement or other interactions.
This is, of course, just a rough guideline …read more
Read more here:: marketingland.com-content