How to measure content effectiveness
Quantitative and qualitative metrics you can use to study and improve content production
The final step in my six-part POWERS process for team-oriented content production is to study the results.
If you don’t pay attention to the effectiveness of your content, it’s difficult or impossible to improve it. What may be worse is that it’s also impossible to prove that the content was worth the investment.
So studying the results — quantitatively and/or qualitatively — is an essential final step. It allows you to close the loop and start the next content project smarter and better prepared.
Most of the teams I’ve worked with have done this step only sporadically. As valuable as the exercise is, teams often have difficulty finding the time to do a proper retrospective (or, as we call them in the newspaper and magazine business, a post-mortem) on all but the biggest projects.
Still, I urge every team I work with to make time for this whenever possible. Even if it’s an informal review by a couple of team leaders, rather than a formal retrospective involving all team members, there is still value in assessing what worked and what didn’t.
The more you can make this kind of review habitual, the faster you will be able to identify and correct production problems, improving your processes and getting more efficient at producing good content quickly.
Here are a few different ways you can measure the effectiveness of your content.
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This is great, and while I agree they are not STEM level, oftentimes it is not the time that is the issue, it's the skills of the people in the room to actually pull the data. Having a dashboard is probably the best approach here - and I'm curious if there is such a content tool that will do that for you. I would love to see a more indepth post on 'how to' alternatives. Great post!