Effective content isn’t just about business metrics. It’s also about helping users find what they need.
Content effectiveness refers to the impact your content has on users. Effective content usually brings ROI. In other words, it enables users to achieve their goals, while also achieving your business goals.
To be truly effective, content must be easily discovered, so that users can quickly find the answers they need. It must be perceived as accurate and reliable, and polished in design and format.
Content should be relevant, serving user needs or interests first and foremost. It should anticipate their questions and needs, enabling them to complete their goals. Finally, it influences their next step, inspiring them to take action or make a decision.
Exact metrics for content effectiveness can vary according to your goals and strategy. Web and channel analytics, voice of customer data, sentiment, and more can be combined to help understand whether content is effective, and why.