The embedded podcast and movie are the best I’ve ever seen and heard in my life. I invite you to take a listen and a peek.
Yes, I oversold them a touch but I needed your data. Moreover, as a creator and deliverer of content it’s critical to be able to measure the engagement level of the target audience. Regardless of the scenario, be it training, marketing, or the development sales collateral.
The question you should be asking is;
- What should I be measuring?
Traditionally, engagement level metrics have centered on counting the number of downloads and capturing audience impressions via embedded forms and static surveys. Unfortunately, these measurements are close to useless.
Case in point, most organizations have a library of content designed to enable its direct and indirect sales teams, technical staff, new employees, etc. This content consists of videos, podcasts, articles and white-papers. Counting the downloads and possibly the frequency quantifies which content is popular and which is not. The questions that cannot be answered are:
- Was the white-paper, article, video or podcast consumed completely?
- Where did the audience spend the most time in the document?
- Where did they pause and rewind the video/audio?
- How long did it take them to consume the white-paper?
- Where did they spend the most time in the article?
This is but a subset of the questions that enable content creators in building the ‘good stuff’. Arming them with this information focuses content development and the associated spend in the right areas for the right people. As important, engagement level measurement ensures a consistent, high quality product the target audience is sure to need and want prior to asking for it.
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