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