Author: Joe Lazauskas / Source: The Content Strategist Yesterday kicked off my favorite event of the year. No, I’m not talking about SXSW
Yesterday kicked off my favorite event of the year. No, I’m not talking about SXSW Interactive, the annual tech festival where I attempt to turn myself into a beer-soaked taco. I’m talking about NFL free agency.
This year, the Moneyball approach to team-building has finally made its way to the NFL, and I’ve spent the past two days texting fellow data/football geeks at Contently with the advanced stat metrics for key signings. Advanced stats aim to tell you how good a player really is by going beyond the “vanity” stats like yards or touchdowns.
For instance, Player A might have 1,000 receiving yards simply because his quarterback threw the ball his way 150 times, while Player B had 800 yards, but accomplished that with only 75 targets. If you only looked at yardage, you’d think Player A was better than Player B, but in fact, Player B is far superior because he’s much more efficient. If your team is looking for a new wide receiver, you want to sign Player B and throw him the ball more.
And if you suspect I’m about to tell you that content marketers can learn a lot from this approach, well, you’re absolutely right.
According to a TrackMaven study, branded content production is up 35 percent, but engagement is down 17 percent. Some would say this is a sign that content marketing is getting less effective. But I’d make a different argument: A lot of marketers don’t do a very good job of evaluating their content and doubling down on what is effective.
Content planning for efficiency
As Contently’s director of content strategy, I talk…
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