Quick Thoughts: Communicating the value of content at work

Everybody wants content, but not everybody knows why they want it or how exactly it contributes to a business.

But what happens when the people signing your paychecks don’t understand what all this content is accomplishing?

Your job is to prove the value of content and then figure out how to explain it so people get it (and hopefully invest more into your team).

Your boss, your boss’ boss, and so on don’t care what you feel would be “really valuable” if you did A, B, and C or how working on X, Y, and Z could “blow up”.

When you’re talking shop with your boss and the other higher-ups—especially when it comes to things that require a big upfront investment—you need to be ultra-specific about what ‘valuable’ means in both qualitative and quantitative terms that can tie back into how the metrics they care about would be affected. 

Therefore, aligning your KPIs to these metrics (or leading metrics that affect these metrics) is key to helping you make your case.

For example, at the time of writing this, here are the things I look at:

• 1. Content-to-Product Open Rate

  The % of readership who immediately opens our tool to edit a video after reading

• 2. Visits to Clicks

  A content engagement rate metric showing how many people who landed on a post clicked internal links/CTAs on the content

• 3. Total Signups (free and paid)

  How many people are immediately creating a free or paid VEED account after reading

My KPIs directly affect people’s engagement with our product, content, and how it translates into new customers.

So when we recently went viral with our Eye Contact Correction launch I shared how the blog had a 44% content-to-product rate and drove 635 signups.

Eye Contact Correction “blew up” but defining how helps open the eyes of people who may not already be aware of the power of content and a proper marketing launch.