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Measuring content success

Launching on 25 May 2020, this programme is all about how to see if your content is actually working for your many audiences

We all want to create amazing content that engages our audiences – but content creation is just the first step. How do we know if our audiences are engaged? How do we know if our audiences thought our content was as amazing as we thought it was? It’s really important to measure the performance of your content in order to determine its success.

Measurement is the core of a content strategy. As much as it’s important to produce great content that your audience will enjoy and get value out of, it’s also vital that your content helps achieve your strategic goals – and that’s where measurement comes in.

We’ve all got targets that we need to aim for, whether it’s recruiting a certain number of students or increasing the take-up of a particular internal service, or whatever – and we measure those targets to help us see how effective our efforts have been. It’s no different with content. We need to know what works and what doesn’t, otherwise what we’ve got isn’t a content strategy – it’s just content.

This programme is all about how to see if your content is actually working for your many audiences. We'll cover things like:


  • Arguing the case for measurement
  • Aligning to objectives
  • Defining success
  • Setting benchmarks
  • Defining valuable metrics
  • Choosing measurement tools
  • Creating usable reports
  • Engaging and educating others
  • Building metrics into content strategies


You'll come away with:

  • Compelling reasons to make measurement the centre of your work
  • Frameworks for building measurement into objective setting
  • Ways to make metrics and evaluation part of the content creation process
  • Tools to help you measure the right things about your content, in a way that works for you
  • The ability to create useful reports for others in your organisation
  • An understanding of how to learn from - and improve on - what you measure

Your Instructor


Robert Perry and Louise Shaw
Robert Perry and Louise Shaw

Robert is Head of Research and Insight at Pickle Jar Communications, where he is responsible for all aspects of information-gathering, audience research, user testing, and general data geekery.

The main focus of his work is using research and analysis techniques to provide a better understanding of content and the people who consume it, which he has been doing for 15 years in both consultancy and in-house roles.


Louise is a Research Analyst at Pickle Jar Communications. She designs and interprets audience and competitor research, as well as works on content measurement, audits and evaluations for many schools, colleges and universities - in the UK and beyond.

She brings an inquisitive and creative eye to gathering, analysing and visualising data in a way that is both meaningful and exciting. She loves data, diary studies and diversity.


Robert Perry, Head of Research and Insight at Pickle Jar Communications

Louise Shaw, Research Analyst at Pickle Jar Communications


Course Curriculum


  1. The basics of measurement
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  2. What does success look like?
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  3. Deciding what to measure
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  4. Choosing tools and platforms
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  5. Reports are content too
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  6. What to do next - the cycle of measurement
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Frequently Asked Questions


When does the course start and finish?
The course launches on 25 May 2020. It is a completely self-paced online course - you decide when you start. Modules are released every week until you complete the course. There are six modules in total.
How long do I have access to the course?
After enrolling, you have unlimited access to this course for 12 months - across any and all devices you own.
What if I am unhappy with the course?
We would never want you to be unhappy! If you are unsatisfied with your purchase, contact us in the first 30 days and we will give you a full refund.

Get started now!