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The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right by Meghan Casey

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Chapter 12. Decide How You’ll Measure Success

You know what you’re trying to achieve. You’ve developed your content compass to help you meet your goals and objectives. How will you know if you succeeded?

Enter measurement: how you’ll demonstrate that the project you recommended was actually worthwhile. Or, it’s how you’ll determine if you can still do better.

Let these two thoughts sink in: Measurement is useless if you don’t act on what you learn; meaningless metrics are worse than not measuring at all. Read those two sentences again. One more time. OK, let’s go.

Deciding What to Measure

Meaningless metrics are worse than not measuring at all. Sound familiar? Oh yeah, you read it just a paragraph ago. Three times if you followed directions. ...

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