The October 13th edition of #measurePR focused on measuring content. Our kick-butt guests included: Brandon Andersen, Chief Strategist at Ceralytics; Janet Fouts, CEO of Tatu Digital Media; David Klein, Director of Marketing at ClickTime; and Fay Shapiro, Publisher at CommPRO Global Inc.
Here’s some of what we talked about:
On how we can benchmark the amount of time it takes to create effective content:
A2 #measurePR First step, establish your #KPIs. Have a content plan. #measurepr
A2-2: Truly effective content isn’t cheap and it isn’t easy. It takes dedicated time and resources to do it right. #measurepr
A2-1 Take a look at the content that resonates with your audience and see how much billable was spent on each component.
A2 Know your KPIs and adjust content to reach them. It’s all got to be a bit fluid. LISTEN #measurepr
On how agencies and consultants can optimize content for profitability:
A3-1: Understand what content attracts audiences vs. what content CONVERTS them to buying. They may often be different. #measurepr
A3 Content should be multi-purpose, easily chunked for delivery across platforms. #measurepr
A3) cont… Create the content that works for your desired platform. Not a one size, fits all plan. #measurepr
When we got on the topic of the most useless way of measuring content we’ve ever seen, there was lots to say:
A4 “Likes” on Facebook. Engagement matters, empty likes are just that. Empty #measurepr
A4 Inches in a print mag. Yuck. #measurepr
@shonali a4: word counts, number of posts/tweets by the brand, and wait for it, comparison to ave. #justsayno #measurepr
A4. Even number of followers. If no engagement from the community, numbers mean nothing #measurepr
It was a fast-paced and fun event that was full of useful information. If you missed it or want to refresh your memory, please check out the #measurePR transcript for October 13th.
November #measurePR Announcement
In November, we’ll be talking about measuring engagement with a really great panel: Ashley Brown, Head of Global Communications at Spredfast; Austin Gaule, Media Analysis Director at Universal Information Services; and Angie Jeffrey, Vice President Brand Management at ABX Advertising Benchmark Index.
The chat will be held on Thursday, November 10th from 12-1 pm ET, so make sure to mark your calendars for your monthly dose of smart measurement talk – you can “RSVP” via the Facebook event invite (that way The Book can remind you not to miss it!).