Today I’m talking about the Content Performance Pyramid.
The whole point of creating content is to generate valuable outcomes.
So I made something up I’m calling “The Content Performance Pyramid”
Content impact can be measured in dozens of different ways, but I think it should be broken down into these 4 main categories, in this order:
Does this content read well, i.e. does it actually serve a purpose and help someone?
Does this content actually feed traffic to your website or engagement with your brand?
Does this content actually produce leads or lead to anything valuable for your organization?
Does this content generate revenue for your organization? (You could spell this one $ucceeds.)
Order matters here. Because you can’t expect revenue as soon as your content is published. Start by defining what successful content looks like at each stage for your organization.
Keep in mind that not all pieces of content will make it to the top, but even those at the bottom of the pyramid serve a purpose in generating a valuable impression of your brand.