What's Your Content WAR?

I'm a big baseball fan and recently I’ve gotten interested in Sabremetrics. It's a lot of math but the interesting thing about it is how Sabremetrics is being used to determine a player's value in terms of their on-field contributions. Did you ever see Moneyball? Billy Beane and the Oakland A’s patched together a team using the values within Sabremetrics. One of the most interesting metric is that of WAR.

WAR stands for "wins above replacement" and is used to determine a player's value based on their total contributions. Let's say there is a player who never commits errors, hits doubles on a consistent basis, but doesn't hit a lot of homeruns – WAR is a statistic that helps the front office determine if that player contributes more than a replacement player (someone on the bench or in the minor leagues). There is much more to the WAR stat than that, but the important thing to remember is that WAR paints a clear picture of a player's ability based on all of their field abilities.

What is Your Content WAR?

Look at your content in terms of WAR. You want to see something that is providing an overall value. Content doesn’t need to hit a home run every time it comes up to the plate. You want consistent and shareable content.

Look beyond links to see the full picture of what your website is doing for you. A page that gets a lot of traffic but not a lot of conversions may not be ready to DFA (designate for assignment) when the traffic is going to another page. Use your analytic tools to see where that traffic goes next and then use all of the numbers to determine if that content still has value. Inbound links is not the only metric to determining what content performs well.

Follow your keywords to see if you could make slight adjustments to you page to gather more of that traffic. When a baseball player has been doing well offensively the manager might decide to move him up in the batting order because he’s getting on base more than someone else. By following the long-tail keywords that is getting people to your content, you can discover ways to move that page up in the batting order.

Remember that WAR is about value and not about one stat or another. When we evaluate the progress and the success of our content we often want to look at it with the question of "where are my links?" but I don’t believe content marketing is that black and white. I think it's more about the value created.

So play on, content marketers, and in the words of Babe Ruth, "Every strike brings me closer to the next home run."

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