Everything You Wanted...

Here’s where we get a bit technical for the Content Creators out there. Media-based content that has more activity-based content supporting it has more value. A video (media-based content) shared 1,000 times (activity-based content) has more value than a video shared 10 times.

Measuring the activity-based content reveals the success of the content. Below are some methods for measuring the success of your content. Here, we enter the world of web analytics:

Engagement scoring

A methodical way of valuing a user’s interaction with your digital assets.

Engagement scores can be based on site actions like clicks, scrolls, loads, exits, interactions with feedback forms, and social media engagement.

Content velocity

Coined by Adobe, this measures how influential content is at keeping a user engaged.

For example, a page where visitors visit ten other pieces of content has a greater content velocity than a page where a visitors leaves after five seconds.

Context is key to understanding content velocity metrics.

Conversion rates

Analyzing content in the context of channels.

Doing so reveals what content types will most likely move a visitor farther along the content marketing journey.

For example, visitors that come to your page from a search may prefer different content than a visitor who came to your site through a social media post.

The former may prefer informational content while the latter may prefer promotional content like coupons.

Page value

Jeffalytics defines page value as "measuring the monetary performance of your web pages in Google Analytics… [page value] measures the dollar value of your content.” He also offers an in-depth tutorial for understanding page value.

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