How to measure content better
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The document discusses the importance of measuring content effectiveness to identify what works and what needs improvement, emphasizing the distinction between meaningful metrics and vanity metrics. It outlines common measurement failures across different levels of sophistication and offers actionable solutions, including a focus on quality, effectiveness, and value of content. Recommendations include banning vanity metrics, improving measurement systems, and aligning measurement with business outcomes.
How to measure content better
- 3. WHY DO WE MEASURE? 3 1. To act - to find out what is working and what needs to be made better or removed 2. To understand how behaviour has changed over time 3. To understand more about the people who use our content 1. To make a pretty dashboard that is difficult to interpret and act on 2. Vanity metric
- 5. 5 Google or Adobe Analytics //// Hot Jar - heat map //// Revenue //// Campaign monitor click-throughs //// AB test analytics //// User testing //// Was this helpful //// Reduction in service centre calls //// TV and radio ratings //// Subscriptions numbers ////Purchases
- 6. CONTENT QUADRANTS Action Shopify ATO website Reddit Local Government website Promotion Product promotion email Influencer post Radio add Search engine marketing Bait TikTok Free Spotify Commercial TV news Gmail Product XBOX game pass Skillshare Apple News Netflix www.ellegeraghty.com @ellengeraghty
- 9. 9 BASICS No measurement systems in place Vanity metrics
- 11. 11 INTERMEDIATE No capacity to interpret or act on insights either time or skills External consultancy does it - internal team is disconnected Measuring things that don't matter Tool / technique confusion Longitudinal v point in time confusion
- 12. 12 Baseline 1. What is your current state? Action 2. What are you going to do to get desired result? Goal 3. what percentage increase or change do you want
- 14. 14 SOPHISTICATED Measuring at the wrong scale Measuring all the things - data overload No ladder or connection to business goals Measuring something you don't have control over No overarching approach to measurement - values, tools or channels
- 20. 20 Quality 1. How well is the content written or created? Effectiv- eness 2. Does the content achieve stated org goals? Value 3. Is the content worth the investment?
- 21. 21 QUALITY How well is the content written or created? Has it been created by experts?
- 22. 22 EFFECTIVENESS Does the content achieve stated org goals? Does it address user tasks?
- 23. 23 VALUE Is the content worth the investment? Content is very expensive to create and maintain.
- 24. 24 Quality 1. How well is the content written or created? Effectiv- eness 2. Does the content achieve stated org goals? Value 3. Is the content worth the investment?
- 25. 25 Actions you can take now 1. Measure for action 2. Resource right 3. Upskill 4. Ban vanity metrics 5. Measure business outcomes via content goals 6. Measure less, better
- 27. • Analytics - page views, time on page, bounce rate, click through, downloads, signups • Analytics - event tracking • Search term analysis (Google console etc) • Journey tracking - Pages to purchase • Entry / exit tracking • Purchase started/finished - by attribute eg industry or role • Heat mapping 27 MEASUREMENT METHODS SYSTEM USER TESTING HYBRID • Comprehension, task or observation based testing (maybe using Chalkmark) • Surveying - digital feedback forms on website, email, in person etc • Service centre surveys - eg, did you look at our website before you called? • Service centre call analysis - eg record assistance subject(s) • Behavioural analytics - eg engagement with chat client Chose a cross section of measurement methods
- 28. PANEL: INCREASING THE STATUS OF CONTENT Elle Geraghty Mary Sabotkoski Judith Waller Erica Jorgensen Natalie Marie Dunbar