Breakout session

Content measurement that matters: Not everything that can be counted counts

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All too often, we measure content effectiveness using the data that’s easiest to gather: page views via Google Analytics, conversion statistics, or revenue. But in reality, as sociologist William Bruce Cameron wrote, “Not everything that can be counted counts, and not everything that counts can be counted.”

Creating effective content is about setting smart, measurable goals for content, learning whether or how well content achieved its goal, and taking this information into account for future content. This session will cover practical examples and guides for making your organization’s content more effective.

In this session, you will learn how to:

  • Identify what content success looks like.
  • Actually do the measurement to determine whether content is successful.
  • Understand and overcome roadblocks to content success.
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Hilary Marsh
Hilary Marsh

President & Chief Strategist, Content Company, Inc.