Rach on “The Value of Content”

So, nearly 21 months after writing her introduction post on The Value of Content, Brain Traffic VP Melissa Rach finally gets to Part Two.

The wait? TOTALLY worth it.

From “The Value of Content, Part 2: Nobody’s Perfect:”

Start by defining what you’re measuring

Ok, so how do you reduce uncertainty? The first thing you need to do is decide what you’re measuring. It might sound simple, but it’s actually one of the trickiest parts of the process. The key is to get as specific as possible, because the more specific you get, the more uncertainty you’ll be able to eliminate.

One thing we’ve baked into our initial audiences/outcomes discovery document here at Blend is a definition of how we’ll measure our client’s outcomes. It’s one thing to say “we want more customers” – it’s another to say “we want to see a higher number of leads from the website as measured by referral codes.”

That being said, measuring content value is the hardest thing we do as content strategists, and it’s refreshing to see such as simple – not to mention adaptable and usable – mini-methodology to justifying the cost of content.