Step 4: Measure performance

Measuring content performance is a critical step because it ensures that you can evaluate the success or failure of your content against your goals.

Define and Measure Goals

For each organizational goal, ask yourself
  • What action do you want a user to take?
  • How do you rate success?
For each audience need, ask yourself
  • What does it mean for your user to be successful?
  • How do you measure this?
When linking organizational goals and audience needs to actions and metrics, carefully consider which metric will capture content success or failure. For instance, if your goal is to “have more alumni attend events,” and the desired action is for them to “attend one event per year,” your metrics should extend beyond web analytics to include real-world evidence of an increase in attendance (e.g. tracking RSVP’s or attendance at events, for instance). 

Essential Resources: