Forbes Agency Council: Is Your Content Truly Effective? Here Are 13 Ways To Make Sure

October 13, 2020
As a member of the exclusive Forbes Agency Council, Collective Measures CEO Donna Robinson shares her expert opinion on the top digital trends. Read her latest feature below.

Is Your Content Truly Effective? Here Are 13 Ways To Make Sure

By Donna Robinson / October 13, 2020

Most experts in the field agree that content marketing is one of the most powerful tools companies have in their arsenal to engage consumers. However, with the increasing effectiveness of search engines in directing users to results by intent, the content you produce must guide users to what they want.

The only way a business can know if their copy is performing this crucial job is by analyzing it and managing its distribution. Some content works better in some channels than others, after all. Thirteen contributors to Forbes Agency Council explore how businesses can manage and analyze the effectiveness of their content for maximum success.

4. Incorporate Cross-Channel Measurement

Don’t just look at traffic, time on site, bounce rates or impressions from organic traffic when evaluating content’s effectiveness. Look at how else you’re using that content. Does your content feed social? Email? Customer service? How do those channels impact the bottom line? Content can/should be used across channels, so evaluating effectiveness needs to incorporate cross-channel measurement. – Donna Robinson, Collective Measures

Read the full article on Forbes Agency Council

Image Source: Forbes Agency Council

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