Content measurement is a sophisticated and desirable skill. It's also very hard to do. This presentation shows you a model to help you break down measurement into management chunks

1. A CONTENT
MEASUREMENT
MODEL

2. 2
MEASURING
IS HARD!

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

4. 4
Common
problems
1.
Measurement
framework
2.

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

7. 7
MEASURING
FAILS

8. 8
BASICS
FAILS

9. 9
BASICS
No measurement systems in place
Vanity metrics

10. 10
INTERMEDIATE
FAILS

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

13. 13
SOPHISTICATED
FAILS

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

15. 15
MEASURE
FOR
ACTION

16. 16
VANITY
MEASUREMENT
SUX

17. 17
SOLUTION?
MODEL

18. 18
WHY DO WE
MEASURE?

19. 19
SOLUTION?
MODEL

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

26. CONTENT
MEASUREMENT
FRAMEWORK
www.ellegeraghty.com
@ellengeraghty

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