In our last Idea Email, we proposed that metrics like “pageviews” and “followers” are quickly becoming horse-and-buggy-era tools in the Internet’s supersonic content-enabled marketplace. The only metrics that matter, we said, are those that: (1) generate revenue and (2) lower costs.
So what kind of content accomplishes those goals?
We’ll tackle content that lowers costs in a future Idea Email. First, though, here are five types of content that generate revenue in direct and measurable ways.
Here is a story about the history of Web metrics.
In the early days of the Web browser, publishers and marketers had to agree on how to determine the value of website advertising. Those ad buyers and sellers understood traditional print and broadcast media metrics: eyeballs and demographics. They applied a similar passive metric—pageviews—to the new medium.
What they didn’t consider is that, unlike traditional media, the Internet isn’t just a passive medium where one views or reads content. It’s a medium that allows one to act and to interact—to purchase or join or convert or support or endorse instantaneously.