Frameworks and Best Practices for Measuring Content Success

Measuring the success of your content is no longer a nice to have — it is a necessity. Join Erin Malloy, Director of Content Strategy and Analytics at Knotch, and Franklin Parrish, Head of Brand, Marketing and Creative Services at Kaiser Permanente of the Mid-Atlantic, for an in-depth workshop to learn how to effectively measure and optimize your content initiatives, and understand the detrimental effects of “corrosive content” on your brand. This session will provide you with the tools and knowledge to create a robust measurement framework that supports your business goals and demonstrates the value of your content efforts. In this session you will learn:

• Why a consistent measurement framework is essential for aligning teams and stakeholders within your organization
• Common misalignments between stated objectives and metrics or KPIs, and how to address them
• The step-by-step process to create a comprehensive measurement framework tailored to your organization’s needs
• How Kaiser Permanente of the Mid-Atlantic puts measurement into action to improve their content strategy