‘Measuring Content: You’re Doing it Wrong’ – MOZ
Matthew Barby says, “The traditional ways of measuring the success or failure of content are broken. We can’t just rely on metrics like the number of pageviews/visits or bounce rate to determine whether what we’re creating has performed well.
“The primary thing we look for with news is impact, not traffic,” says Jonah Peretti, Founder of BuzzFeed. One of the ways that BuzzFeed have mastered this is with the development of their proprietary analytics platform, POUND.
POUND enables BuzzFeed to predict the potential reach of a story based on its content, understand how effective specific promotions are based on the downstream sharing and traffic, and power A/B tests — and that’s just a few examples.
Just because you’ve managed to get more eyeballs onto your content doesn’t mean it’s actually achieved anything. If that were the case then I’d just take a few hundred dollars and buy some paid StumbleUpon traffic every time”.
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