Measuring the value of content
Your guide to understanding the philosophy and practicality of content measurement—and how Brightspot can support and enhance your approach.
Storytelling has always been and will always be an integral part of our daily lives. It’s the way we communicate with each other to share a narrative or message, and it’s meant to invoke feeling and understanding within an intended audience. The methods we use to share these stories vastly range and continue to evolve, but in the world of marketing and communications, we know that the hero of storytelling is quality content.
Quality content can be defined differently by every single person. That’s what the heart of storytelling is—it’s how you uniquely resonate with it or interpret it. But this is also why measurement within a content program can be difficult. How can we place ROI on a story?
Content marketers may find measurement cumbersome—and understandably so! It’s not just about having the right technology and enough data, it’s also about process. It’s about agreeing on what things to measure and how to measure them. It’s about making information accessible—and accessible to the right people, so that you can continue to evolve the program and make the right decisions quickly during the process.
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