David Booth says, “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”.

4 ways to measure and realize the value in your content

Marketing Land

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