Content - and its effectiveness - can be extremely difficult to measure. Sure, there are metrics to follow, data to analyze, but how do you know if those stats are really measuring what you think they are?
Marketers argue that content can easily be tracked and measured through metrics like bounce rate, time on page, and page views. While this may be true on some level(s), there's so much more to content than the % Exit rate.
First, there's the confounding variables that abound in the various outlets where you may find your content. Your website? A high bounce rate could mean that your content was poorly received, but it could also mean that your site design is off-putting. Your page view count might be higher than ever, but people might click right off your site after they get there.
How do you extricate your content from its surrounding context?
Second, there's the idea that content (and content marketing) isn't really about the numbers. It's about reaching people and resonating with people. Quote a famous author or offer a cute picture and people will pause, they'll share, and they'll remember. You can't measure the conversation they have with a friend later, but you've made an impact.
You could create really fun, engaging, original content that has nothing to do with your services, but hits home with people - a shareable piece of content can be hard to track by the numbers, but it'll pay you back in dividends as you build positive brand recognition.
When it comes to digital content, it can be tricky to measure your return on investment when you put hours and dollars in, and aren't sure if your metrics represent results. But combine quality content with analytics + engagement, and you've got a solid formula for success.
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