3min chapter

The SaaS SEO Show cover image

Content Strategy for Healthcare with Mark Rogers, Director of Content Marketing at Freshpaint #94

The SaaS SEO Show

CHAPTER

Measurement and Effectiveness in Content Strategy for Healthcare

The speakers discuss concerns about relying heavily on organic traffic as the main metric for measuring effectiveness in healthcare content strategy. They propose subjective measurements such as positive comments, email responses, and social platform comments, while also exploring content-assisted leads as a measure of effectiveness.

00:00
Speaker 2
Now one topic that makes most of us, Conan Martyrs, Philippines, uncomfortable and easy is measurement performance measurement. And traditionally, I don't know what you would my my perception of this is that we rely heavily on traffic and more specifically organic traffic as the main vehicle, let's say to communicate the effectiveness of our work, which I don't know, I have some concerns, especially if SEO becomes let's say a weaker quote unquote, channel. But regardless, I would like to hear your thoughts on measurement and how do you approach? How do you like measure the effectiveness of all the activities that you invest your time and resources on?
Speaker 1
Yeah, that's that's a good question because since I'm not focused on SEO, I'm not, I'm not from a measurement perspective. I don't look at organic traffic and I don't look at keywords. I honestly only take a cursory glance at overall traffic because that's not my main, my main, you know, measurement. So what I primarily look at is a lot of subjective measurements, actually. So I look at like, are we getting good comments on this on this content? When we send an e newsletter feature in the content to our audience, are people responding to that email positively? So I literally look for our people replying to it. And if they are applying, what are they saying? Beyond that, it's the same thing on social on the Slack communities that I'm involved in when I post a piece of content, I just monitor the comments there and make sure that we're seeing positive comments are people saying it's a good piece of content. Are they saying, Oh, this is cool. I want to share with my legal team or compliance team or something like that. Those are like the that's like the gold standard. Beyond that, I'm starting to look at next level content measurement. So understanding, I'm calling it like sales assisted or content assisted leads. So basically, does a sales lead, read a piece of content at some point during the sales process. That's something that I think will help just help me understand if my content is helping the sales team or if it's just kind of falling flat. So those are really the main areas I'm looking at right now. It's still early days. And luckily, my boss and my CEO aren't pushing for traffic numbers. They're not focused on that either. So it definitely helps me be able to be a little more creative and a little more interesting in my content. I'm not just chasing clicks.
Speaker 2
That's a good position to
Speaker 1
be in.

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