In content management strategies used by many media and content websites, relevant content KPI have to be identified. These indicators are instrumental in the achievement of overall objectives.
To be able to identify relevant content KPI, it is a must for people to fully understand the concept and importance of content management.Content Management (CM) refers to the set of processes and applications that can be used to support digital information. The information, in this case, is referred to as the “content”. Depending on the nature of the usage, digital content may take the form of documents, multimedia files, like audio and video files, or other file types. CM is implemented in different ways, depending on the nature of operations of the user. For example, CM strategies for an e-commerce website may differ from that of news organizations.In this particular article, we shall limit the scope of content management to that of media and content websites. For these websites, the most common business objectives are to increase subscriptions and to increase advertising revenue. To realize these goals, most content websites use relevant key performance indicators (KPIs) for each objective. For content website subscription, the most common KPIs used are the number of subscribers, anonymous visitors to subscriber conversion rate, and the cost per new subscriber (CPS). As measures of website advertising revenue, KPIs like advertising revenue, visits per week, and ad units per visit are used. Ideally, a maximum of KPIs should be identified for each performance area. It should not exceed this number so as to be able to maintain focus on, which is truly essential.The most potent challenge for media and content websites nowadays is to be able to facilitate smoothly the transition of its client or readers from offline content consumption to online content consumption. At the same time, they should be able to cater to the needs of an emerging segment of the market, the online-only audience. Another challenge for these websites is to make their online offerings more attractive to a younger demographic since this market segment is the key to future survival.To be able to surpass all these challenges, media and content websites need to come up with an intelligence system that will be useful in determining specific areas that need to be improved. In particular, a sensible and realistic content website KPI index that considers season and campaign fluctuations need to be developed. Another major trend in content management is the integration of the Balanced Scorecard approach in business processes. Developed by management experts, Robert Kaplan and David Norton, the BSC approach will allow website administrators to have a well-rounded perspective of how their operations are running.Luckily for many business organizations and individuals, the Internet is one powerful resource of content management tools and application systems that are programmed and designed to measure quality of output and website performance. Moreover, the Internet has made it easier for website administrators and content management experts to exchange viewpoints in one common forum.There are no definite rules in measuring content effectiveness. In fact, various content effectiveness tools exist. Ultimately, it is the website administrators who will determine which content KPI and which content management strategy will work to their advantage.