One of the more confusing aspects of content strategy is the marketing analytics strategy. There are a lot of ways to measure the performance of your website, but when it comes to content analytics, I offer the following solution. But before we start, you may want to check out Part 1 of this three-part series.
First, consider the fact that website analytics and content analytics may not be the same thing. For example, websites like Amazon are measuring the shopping cart experience and sites like Google are measuring the speed to deliver search engine results. Both of these are valuable metrics for the performance of their sites and may not have as much to do with content as it has to do with the back-end performance and engineering of the website. Continue reading