Information 4.0 is dynamic, that is, continuously updated. To make that continuous update possible, you need to be able to detect problems and make corrections very quickly. These problems are easier to identify when your interactions with customers happen online. But what happens most of the time is that the means of measuring those interactions and identifying problems are disconnected. So how can you track how good a job your content is doing?

Step 1. Design a content performance model

A first step will be for you to inventory those means of measurement that are available to you. And build on collaboration with other content stakeholders to identify what they are trying to find out based on the measures they are making. You can take into account local, geographical requirements as well.

Based on this input you can define a performance model, that will combine content metrics such as web traffic, shares, or ratings, and KPIs for each stage of the journey. The definition of this model has to be done collaboratively, so as to align stakeholders on a common set of measurable objectives.

Step 2. Integrate performance tracking into a dashboard

When that performance model is agreed upon, use it to review performance at each milestone of your projects.

During these performance reviews, that will lead to decisions on regular updates, the best insights will come from the correlations between metrics and the confrontation of interpretations from different stakeholders.

But to get a consolidated and meaningful view of these performance metrics, you will need a fair amount of automation for data analytics across portals, sentiment analysis of comments, and the pulling together of that data into visualizations that you can easily interpret and act upon. You will also need some sort of connection between your knowledge management systems and customer relationship management systems, so that you can better trace the role of content in customer interactions.

Step 3. Automate performance flags

Some further automation will be required to enable you to process customer feedback efficiently, so that you get notified as soon as something is not right.

Content is continuously updated from customer reactions (interactions and feedback) that are monitored and addressed quickly.

What have you put in place to track content performance? Share your experience in the comments.

mgirard

I manage digital customer experience projects. With a background in technical communication and information architecture, I develop scalable content strategies and organizational frameworks to deliver the right content at each stage of the customer experience.To me, content and organizations are living systems. I leverage collective intelligence and design thinking methodologies to deliver meaningful innovation.Outside of Software as a Service, I continue to investigate holistic practices through yoga, and I teach content strategy and design at university.I speak about enterprise content strategy at international conferences, and I am an active member of professional associations.