What metrics should you track to evaluate the effectiveness of your content governance?

Content production metrics are like the diagnostics for your campaign engine. They break down your content creation process, revealing how fast you produce content, the cost, and more. Just as a mechanic tunes a car for top performance, you can optimize your content strategy. It's like fine-tuning your engine for the race to meet campaign goals, be it conversions, interactions, exposure, or followers. Mastering these metrics is your pit stop to success.

Measuring content production metrics is essential for maintaining an efficient content creation process. It's not just about quantity; it's also about quality and resource management. Regularly tracking these metrics helps fine-tune content strategies, ensuring you're producing high-value content within budget and deadlines.

Content production metrics offer extensive insight into end-to-end content operations. While these measurements have obvious benefits, the less discussed benefits are from a team management perspective. Having insight into your assets' lead time, cost and bottlenecks also makes you aware of how your established internal and external team manages demand. Here's an example, is there a consistent stall for each asset when it comes to editing, can you track delays to a particular writer, are there consistent compliance issues with content tied to a certain agency? This may indicate the need for additional support and could signal burnout. That insight and the action taken separates them from a good and awful content leader.

1. Accuracy & Relevance: Check if info is updated and pertinent. 2. Compliance Rates: Monitor adherence to standards. 3. Response Time: Measure the speed of content issue resolutions. 4. User Feedback: Collect insights on content clarity and value. 5. Audits: Regularly check for content gaps or overlaps; note outcomes. 6. Engagement: High interaction indicates good governance. 7. Training: Assess how well new creators understand policies. 8. Version Control: Ensure the use of the latest, approved content versions.

Content quality metric has to be driven content performance metric else it's too subjective. Any one can say if content is good or bad. The content performance should determine the quality. Ex: ctr, engagement, vitality etc.

These metrics ensure that your content not only aligns with your brand identity but also resonates with your audience. Measuring accuracy, readability, relevance, and other quality aspects helps maintain trust and engagement. It's essential to continuously monitor and improve these metrics to deliver valuable content consistently.

Update data - latest data will help google to show to their audience, so it will help to rank higher Average Sessions - its a metric to know quality of the content

Blogs or content don't directly impact ROI; they serve as touchpoints in the customer journey. It's crucial to review the assisted conversion report in analytics to understand how this content contributes to sales. To enhance the effectiveness of your content, consider incorporating lead magnets like downloadable ebooks to increase engagement and conversions. However some content can be tailored to serve as sales tools. For example, comparison articles or product feature highlights can influence potential buyers in their decision-making process.

They allow you to gauge how well your content aligns with your objectives and resonates with your audience. Monitoring reach, engagement, conversions, and ROI is crucial for optimizing content efforts and demonstrating their real-world impact on your business. It's a continuous process of refining and adapting to achieve the best results.

Track if people are actually reading your content. Besides views, you need to pay attention to average reading time, and potentially set up events like “scroll” in Google Analytics as a conversion, to show you when somebody scrolls up to 75% down a page. You should also consider combining typical website metrics with hotmaps by installing a tool like Hotjar or Microsoft Clarity and seeing where people stop scrolling, where they click, and where they might highlight or pause.

They provide valuable insights into how well your content standards and workflows are being adopted and followed. Monitoring these metrics allows you to address issues promptly, improve your governance framework, and keep your stakeholders satisfied. Remember, a well-governed content strategy is essential for long-term success and brand integrity.

Content is not king. Relationships are. And social media, used wisely, is a place to use content to foster relationships! What an opportunity! Consider looking past the "vanity metrics" associated with traditional social media KPIs (followers, likes, comments, etc) and even past the traditional marketing metrics (click-through rate, conversions, cost per lead, etc). Those metrics focus on the "media" and advertising elements of social media instead of the lesser-emphasized "social" elements of social media. Consider developing content collaboratively with your ideal clients or partners: "content-based networking."

I didn't see a section here that captures the importance of tracking asset use/reuse. For large enterprises, this is especially important when you have a top-down content approach that allows for content atomization and localization. Ex. Are your regional and field teams capitalizing on the assets produced at the brand level? What's the ROI here?