Sunny asks, “How to create an argument (using data) that a piece of content is “working”. Is there a go-to formula you can pull to say – yes, kinda/sorta, needs work, or nope?””
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What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the video.
Christopher Penn 0:13
In today’s episode, Sonny asks, How do you create an argument that a piece of content is working? Using data? Is there a go to formula you can pull to say yes, kind of sorted needs work or no, there’s a bunch of different ways to prove that piece of content is working based on what your outcomes are.
So that’s the big thing is you have to know what the outcome is.
First, in order to be able to say, Yes, this content is working, or no, this content is not working.
Most of the time, for most companies, some sort of online conversion will be the indicator that a piece of content is working, whether it’s shopping, Cart Checkout, directions, driving directions, or someone calling a phone number filling out a form downloading something, but there’s generally some sort of action someone can take, that is a proxy for the outcome that you’re looking for.
So the first and most important thing is to have good analytics software setup, and tracking those whose conversions, you can use Google Analytics, Adobe analytics, matomo, you know, take your pick.
Once you know that, then, depending on the features that are built into the software, and what capabilities you have, you could create a couple of different types of analysis.
There is the most basic one, which you’ll see in Google Analytics, which is just page value.
And you This is calculated by the software, based on the conversion values that you pass into Google Analytics, if you say that a FORM FILL is worth, you know, $125, then it will amortize out and spread out that value.
When a conversion occurs across all the different pages of your website that a person visits on the way to conversion, that’s probably the easiest type of content and valuation, the more statistically rigorous version is to look at all the content that you create, wherever it is, look at the engagement rates with that content by whatever measures you are typically using.
It could be likes, comments, impressions, pageviews, time on site, engaged users per session, whatever the the metrics are.
And then, based on that, do a regression analysis against your outcome, like form fills, demo requests, things like that.
And you can start to look at are there are there specific channels or specific pieces of content that suggest, you know, if you a user consumes them that somebody is likely to convert, the most advanced models use things like Markov chain modeling, which is a type of machine learning to analyze the propensity of somebody to convert based on being exposed to a piece of content, this is something that I wrote some software for, for myself, which essentially looks at whether or not a piece of content was consumed and what the probabilistic outcome is that consuming that piece of content leads to a conversion, that would be the most advanced method for doing that, but also one of the most effective because it allows you to also take into consideration all those times that somebody consumes a piece of content and they don’t convert, right, that’s the advantage of a more advanced machine learning model is you can account for that non response bias, right, which is very hard to account for in in simpler forms of content attribution.
The other thing that is a general best practice that not a lot of companies do is asking people in a free form way, whether it’s a survey, whether it’s a web form, whether it’s customer interviews, one on one, whatever you choose, but asking people Hey, what made you What made you come in today? What made you buy something today? What made you request a demo today, asking people that question, and seeing what they say? What kind of response they get, if everybody and their cousin saying, oh, yeah, I saw this amazing.
Okay, after enough people say that, you know, that that webinar or that piece of content worked.
If enough people say I read your newsletter, cool, you know, that piece of content worked.
You could ask them okay, well, which issue was the one that pushed you over the edge? Was it the political one? Was it the behind the scenes one, see if they can, can tell what individual piece of content really moved the needle for them? Those would be my suggestions for how to create a data driven argument for The value of your content, use whatever is best scaled to your own technical capabilities, the more mathematically and statistically rigorous you can be and the more
Christopher Penn 5:13
say, the more sophisticated the algorithm, the better you’re going to be able to explain to somebody what the actual value of a piece of content is, and why you should or should not continue to invest in it.
So do the best that you can to really level up your content analytic skills.
Really good questions, very challenging question.
So thanks for answering it.
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