Notch’s Andrew Bolton explains why most content underperforms and how a strong measurement framework can fix it. He introduces a maturity model and shows how to tie content to business outcomes, reduce waste, and identify what truly drives impact.Most content fails—60% adds no value, 75% doesn’t convert
- A clear measurement framework is key to improving performance
- Align content to business outcomes, not just output metrics
- Use a maturity model to evolve from basic traffic metrics to strategic impact
- Plot content on a 2x2 grid: traffic vs. impact—optimize or retire accordingly
- Recycle top performers, fix or kill underperformers, and track cost efficiency
