Do you know how well your digital content has really performed this year? Organic digital content performance analytics—for your website, social media channels, email newsletters, and everything else—are widely misunderstood, misinterpreted, and dismissed as less valuable than paid advertising.

But organic content converts at far higher rates and for longer periods than digital paid media. And when audiences connect to authoritative content, they’re more likely to become brand advocates. Too often, brands and agencies leave money on the table by misattributing performance and not giving their organic content the credit and attention it deserves.

In this workshop, we’ll cover how to measure the true business performance of content. We’ll explore what content metrics mean, how to create workable benchmarks, and how to use what you’ve learned from content analytics to inform future planning.