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Ensuring Your Content Management Strategy Tracks What Matters Most

Your content should serve big-picture goals

To drive success, associations produce lots of content—and take lots of steps to measure its efficacy. But depending on your content measurement strategy, you may be missing the mark on bigger opportunities. Consider the following:

  • Traffic and page metrics, both tactical strategies, often drive content evaluation but may leave business measures—conversion rate, revenue impact or profitability—off to the side.
  • Content measurement tools can be inconsistent across channels, making it hard to figure out what is and is not working.

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