Does your content work for your users or customers? Sooner or later all of us face that question. It sounds easy, but getting to the bottom of content effectiveness often seems impossible.

In this video—recorded from a presentation given in Seattle with attendees from NASA, Amazon, Portent, and Seattle startups—Colleen Jones sheds light on how to answer this thorny question.

She breaks down the six key dimensions of content effectiveness, tips for measuring it, and examples of applying insights from it to content strategy and more. Armed with this knowledge, you’ll be able to determine whether your content programs are hitting the mark.

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The Author

Colleen Jones is the author of The Content Advantage and founder of Content Science, a content intelligence and strategy firm that has advised or trained hundreds of the world’s leading organizations since 2010. She also is the former head of content at MailChimp, the marketing platform recognized by Inc. as 2017 Company of the Year. A passionate entrepreneur, Colleen has led Content Science to develop the  content intelligence software ContentWRX, publish the online magazine Content Science Review, and offer online certifications through Content Science Academy.

Colleen has earned recognition as an instructor on LinkedIn Learning, one of the Top 50 Most Influential Women in Content Marketing by a TopRank study, a Content Change Agent by Society of Technical Communication’s Intercom Magazine, and one of the Top 50 Most Influential Content Strategists by multiple organizations.

Follow Colleen on Twitter at @leenjones or on LinkedIn.

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