how To find ouT if YouR ConTenT iS eARninG iTS keeP Even the best-run content programs need fine-tuning. At some point you need to know if your content is earning its keep— and plot a turnaround if it’s not. n short, you need data. The metrics reports and other content, the signs you place the most weight on will of success are there to be counted: ivary depending on what you’re content views, web traffic, list sign- trying to achieve. Before you start, ups, lead conversions and others. choose a manageable number of Also look for popularity spikes when relevant measures and set baselines you cover a particular topic—those to track progress. Generally, we recom- are clues to content strengths. mend evaluating content performance Building a mailing list (aka capturing in the following categories. leads) is unquestionably valuable, Marketing. Goals in this category are but by itself, it’s a relatively shallow the easiest to measure. If you want measure for most nonconsumer to increase traffic to your website, brands. Are people signing up build your email list or promote because they want your newsletter thinkshiftcom.com | Content marketing manifesto | 16