Content Conversations with Jay Baer is a video series hosted by Jay (president of Convince & Convert), while he chats with industry experts on the state of PR, marketing and content creation.
In this third video installment, Ephraim Cohen of FleishmanHillard talks about the different ways in which the effectiveness of content can be measured. While there’s not one magic statistic, the success of your content can be determined through looking at social media, conducting surveys, listening to feedback and learning how people are finding the content they keep coming back to.
Check out what Jay and Ephraim see as the best ways to look at content measurement below!
For more tips on measuring the effectiveness of your content, be sure to download our Measurement Week Recap.
Forgot your headphones? See some of Ephraim’s top quotes from the video below.
On earned media:
“Our most important metric is still earned media. You still need to earn your way into their minds and hearts.”
On measuring content effectiveness:
“The purpose is to simply put it in front of people where if they saw this story, at the right time in the right context, it’s something they want to know, and it’s something they want to discuss. And the measure is, did they discuss it?”
On looking at the whole picture:
“An often overlooked point which is we’ve become too obsessed with social metrics. That’s only one view in terms of how people think. Search is another one, news in another one. And what’s actually in their head can also have differences, and that’s where survey’s come out in terms of ‘what’s your direct opinion.'”
