For most organizations, the go-to method of content analysis is web analytics. People love numbers: 2,000 inquiries, 500 sign-ups — oh, baby! Unfortunately, these numbers don't tell the whole story, and if we base our content strategy on quantitative data alone, we're missing a big piece of the content measurement puzzle. Web analytics is great at answering "What?" What pages do people view on our website? What actions do they take? … [Read more...]