Making content count 

Created for STC Intercom Magazine 

Years ago Melissa did an article series called, "Adam Smith didn't expect this: Measuring the economic value of content." That series spawned her popular "Content & Cash" presentation. This more scholarly version of the topic was requested by the Society of Technical Communication.      

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The “knowledge economy” started in the 1950s. The “information age” began somewhere in the 1960s or 1970s (depending on who you ask). Basically, we’ve known for 50+ years that information—and the content used to communicate it—is critical to business. Funny, then, that the question “What’s the value of content?” is still met with blank stares.

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Here’s the thing: you can measure the value of content. It’s not even that hard to calculate. It does, however, require that you challenge 250-year-old, foundational economic theories; confront deeply entrenched beliefs about value and measurement; and face fears of inadequacy. No big deal, right? Now you know why people don’t do it.

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Don’t worry. It’s not as bad as it sounds, and it’s worth the effort. What’s more, as an information professional, you’re exactly the right person in your organization to do it.