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Does Your Content Work?: Why Evaluate Your Content—and How to Start by Colleen Jones

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3. Interpret and Act on the Answers

Add Context and Decide on the Best Next Step

You have questions aligned with your content goals. You have data points to help answer them. Now it’s time to figure out what the answers mean and decide what to do about them. Besides never starting to evaluate content, the biggest problem I see is never finishing. It’s as if I bike 99 miles in a century race and stop just before the finish line. I’m no different from the person who dropped out at mile 1 or never even started pedaling. If your organization has data to evaluate your content but doesn’t use it, you might as well not have it at all. To overcome this problem—or avoid it altogether—let’s walk through three common mistakes with interpreting your content ...

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