How to Measure the Value of Your Web Content

by Gerry McGovern

Published on February 8, 2005

Tags: Measurement, Testing, Web Content, Web Copy

The way to make Web content more valued is to make it more measurable. The more ways you can measure the value your content delivers, the more your career will be valued.

Increasingly, information economies will focus on ways to measure the value of the information they create. Very little work has been done on this crucial area, and most organizations hardly have a coherent information strategy, let alone a way to measure its success.

However, we are going to see major changes over the next 10 years in content accounting practices and management theory.

We have wonderful tools today that will tell us the value of the physical things in our factories and offices. Now we need to create wonderful tools and disciplines to measure all our information assets.

The real test of information is in the actions that it drives. And, ultimately, you will be measured and rewarded on the actions that you deliver with your information.

Content is the hidden asset in many organizations. To grow and continue to be profitable, organizations will need to tap this asset in a way they have not done before.

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Gerry McGovern (gerry@gerrymcgovern.com) is a content management consultant and author. His latest book is The Stranger's Long Neck: How to Deliver What Your Customers Really Want Online, which teaches unique techniques for identifying and measuring the performance of customers' top tasks.

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