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Measuring the Effectiveness of ContentCreating a content measurement framework

Andrea L. AmesEnterprise Content Experience Strategist, IBM

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AGENDA

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AGENDA① What is “effective” content?② Why measure content?③ Gotchas to watch out for④ Types of content measures and measurement⑤ Building a closed-loop content evaluation framework⑥ Q & A

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A metric is something you can measure… However, just

because they are measureable, it doesn’t mean

those measures are informative.

Jared M. SpoolFounding Principal, UIE

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AGENDA

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Moves customers successfully through their

journey

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Characteristics of effective contentReach—number of potential customers exposedAwareness—how well known you areEngagement—connecting with potential customersSatisfaction—how well you meet customer expectationValue—difference between what customer gets vs. gives for productEditorial quality—grammatical and stylistic accuracyUsability—ease of use

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Measure content toTell a story … sell your content initiativeDemonstrate the value of your initiativeStrategize and make decisions throughout a project

Beginning: identify opportunity, prove the strategy is rightMiddle: show incremental progress, course-correctEnd: prove value and earn investment for the future

Transform opinion to fact … remove emotion from analysis

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AGENDA

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Telling the right story … to the right people

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Tell the right story to the right peopleBusiness stakeholders

Make a direct connection between your content metrics and the metrics that drive businessProve the value of content and the content experience using metrics that matter to business

Content stakeholdersFind out what matters most … define common ground

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Engaging content stakeholdersWho are their executives, sponsors, and stakeholders?How is their progress or result being measured?Who measures their performance?Who funds them?What matters to them?

Where do their goals align with yours? Build bridges!Where do their goals conflict with yours? Build business cases!

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Example metrics for stakeholder conversationsStakeholder Example metrics Example associated content teams Example content metrics

Marketing Executive

ROI Cost per lead Campaign performance Conversion metrics

Web team Social team Event team

Web traffic Click-throughs Likes and shares Conversions Collateral distributed Cost per unit produced

SalesExecutive

Viable leads Sales growth Product performance

Sales enablement Education & training Beta programs

Proofs of Concept (PoCs) to sale Number of classes Beta program participants Cost per unit produced

SupportExecutive

Call volume Call length Customer sat. Ticket deflection

Web support team Call center team

Amount of web information produced Number of calls reduced Time of calls reduced Cost per unit produced

DevelopmentExecutive

Dev cost Market share Lines of code Compliance Quality and test

Product documentation team Developers who publish whitepapers

and case studies Product community forums and wikis

Lines of text, number of pages, etc. Cost per unit produced Web traffic Number of forum participants

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AGENDA

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WhatHow many

WhyCompliance

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Types of measuresQuantitative

Describe the what, or how many of the whatCan be measured with numbers—absolutely, mathematicallyExamples: Conversions, likes, shares, number of calls

QualitativeDescribe intangibles, like the whyNon-numericalExamples: Sentiment, how important something is, how much the respondents like something, how likely they are to recommend

Compliance itemsQuantitative—you can count themBut you’re only counting “1”More important is the perceived value of that “1”Examples: Models applied, templates used, processes followed

HeuristicsRules of thumbNo one single “rule” or set of “rules”Inspection methodPerformed by “experts”Examples: system visibility, use of affordances

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AGENDA

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Close the loop—frameworks

make it easy!

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Measure periodically

for mid-course

correction

Take final measures to determine

overall project impact

Use final measure as baseline for next project

Start with a baseline

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Building a content evaluation frameworkBefore you begin—tell the right story to the right people

Identify what to measure and collectIdentify and begin managing (communicating to) stakeholders! *

Determine types of metrics to include in framework *

Build a framework, aka, scorecard, to evaluate how you’re doingNormalize “results” to “scores” *

Categorize and weight metrics *

Create summaries *

Validate the framework *

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AGENDA

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SelectNormalize

Categorize & weight

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Example: Select metricsQuantitative

TimeDistanceHeartrate

QualitativeHow I feel at start of runHow I feel at end of runHow the weather conditions were

ComplianceDoping

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Example: Normalize—select a scaleHow I feel at start of runHorrible OK Good Great!

How I feel at end of runHorrible OK Good Great!

What the weather conditions wereFreezing Cold Cool Warm/humid Hot/humid

How I feel at start of runHorrible OK Good Great!

How I feel at end of runHorrible OK Good Great!

What the weather conditions wereHorrible OK Good Great!(Hot/humid or freezing cool/dry)

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Example: Normalize—how good is “good?”Time

Beginner: 15 minute mileIntermediate: 11 minute mileAthlete: 8 minute mile

Distance: % of goal25-50%50-75%75-100%

HeartrateBelow fat-burning zoneFat burning zoneAerobic zone

TimeHorrible impliedOK Beginner: 15 minute mileGood Intermediate: 11 minute mileGreat Athlete: 8 minute mile

Distance: % of goalHorrible impliedOK 25-50%Good 50-75%Great 75-100%

HeartrateHorrible impliedOK Below fat-burning zoneGood Fat burning zoneGreat Aerobic zone

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Example: Categorize and weightHow do combinations of metrics help tell a story?Fitness = relationship across distance, time, and heartrateImproved fitness =

Increased distance Decreased timeDecreased heartrate

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AGENDA

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Apply to many diverse subjects

Compare results for consistency and

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AGENDA

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Q & A

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ResourcesJared Spool: KPIs are metrics, but not all metrics are KPIs from UIE Brainsparksblog, Oct 5, 2012: http://bit.ly/VFYvF2Bhapkar, Neil. 8 KPIs Your Content Marketing Measurements Should Include. Content Marketing Institute. Web. 12 April 2013. http://bit.ly/Wnb7CyKlipfolio. The KPI Dashboard—Evolved. Web. 12 April 2013. http://bit.ly/LhzeL9Muldoon, Pamela. 4 metrics every content marketer needs to measure: Interview with Jay Baer. Content Marketing Institute. Web. 12 April 2013. http://bit.ly/X8IvMJThompson, Rachel. Stakeholder management: Planning stakeholder communication. MindTools. Web. 12 April 2013. http://bit.ly/8UnUdj

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Importance of high-quality technical contentBased on survey of IBM clients and prospective clients (n=215) as of November 2014

Perception of the company (84.9%)

Satisfaction with the product/solution(92%)

Perception of product/solution quality(96.3%)

Initial purchase decision(87.3%)

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Andrea L. AmesEnterprise Content Experience StrategistIBM

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