The Business Storytelling Podcast 646: How do you know you are creating successful content? A chat with Dana DiTomaso
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Jan 23, 2024 Dana DiTomaso, president and partner at Kick Point Inc., shares insights on measuring content success beyond leads generated, tracking user interactions, and the challenges of tracking customer behavior online. Learn about strategies for measuring content effectiveness and the importance of engagement rate in website analytics.
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Measure Real Content Consumption
- Use measured content consumption, not just page views, to judge engagement and success.
- Bucket visitors as consumers, skimmers, hoarders, or abandoners to understand attention quality.
Make Long Posts Easy To Navigate
- Provide PDF downloads and floating tables of contents for long posts to improve usability.
- Track clicks on subheads to see which sections attract attention.
Track Prints And Copy Actions
- Use Google Tag Manager recipes to record prints and copied content for deeper signals.
- Capture copied snippets to learn which technical specs or phrases users extract.