Production vs. Performance Metrics: The Key to ‘Moneyball’-Style Content Planning

Production vs. Performance Metrics: The Key to ‘Moneyball’-Style Content Planning

Author: Joe Lazauskas / Source: The Content Strategist Yesterday kicked off my favorite event of the year. No, I’m not talking about SXSW

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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.

efficient content marketing
content efficiency study

Content planning for efficiency

As Contently’s director of content strategy, I talk…

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