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How much is your content worth?

There’s a terrific piece in the March issue of EContent Magazine by Ron Miller called “How Much is Your Content Worth? – Measuring Website Content ROI”

(I’d love to include a link to the article…but it doesn’t exist on their website. For a publication that has such good content on this topic, it’s ironic that their own web experience can be a little frustrating.)

The piece talks about how many companies still generate web content with little concern for how effective it is. There’s a great quote from Phil Kemelor, VP of strategic consulting at Semphonic:

“I think companies are still only just getting the message that web analytics are the key to controlling costs in web development and analyzing and marketing your content. It seems companies have been comfortable spending money on developing content and they don’t know if it’s being read or not and if it’s really contributing to their bottom line.”

I found myself nodding in agreement, having had versions of this same conversation with most of our clients over the years. On the web, if you’re not clear about what you want them to do and how you’re going to measure success, don’t do it.

But I disagree with one quote in the piece (not from Miller or Kemelor): “I don’t think content matters. You have to distill it down to the business objective. What they are trying to do: save time, make money and so on.”

The point is valid—web content must be in service of some larger business objective and you need to be crystal clear what that is. But to say that “content doesn’t matter” is silly. The right content moves your target closer to that business objective; the wrong content is an obstacle.

Content isn’t just a bump on the road to your business objective—it’s the critical element that motivates the desired action you want from your customers. In that sense, the right content is worth a lot. John Kovacevich, VP, marketing services

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February 28, 2008 - Posted by | blog, Content Strategy, John Kovacevich, Metrics/Web Analytics, Web Content

2 Comments »

  1. John: Your last paragraph in this post is extremely well stated. I’m working on some things revolving around content and marketing, and I’d appreciate permission to quote your comment. OK with that? And can I make reference to where you work, either directly (company name), or in vague terms (a Fortune 1000 manufacturing company or what have you)? This is a first for me, posting a comment, so I hope I’m following proper protocol.

    Comment by Vince Giorgi | April 15, 2008 | Reply

  2. Vince: Quote away! Please do reference Tendo Communications. If you have follow up questions, email me at Tendo.

    Comment by John Kovacevich | May 5, 2008 | Reply


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