If you have a website or blog, or produce content for others, you may be wondering how to determine if your content is effectively reaching the right audience. How do you know if your website/blog posts are working? Can you optimize it?  Listen along this week as we talk to Brian Piper about how to break down this question into manageable parts that allow us to decipher if our content is effective. His first question is what is your goal? While this question sounds logical, there's a lot of nuances to it that can be overwhelming. As he says, "Data without goals are just numbers". Tune in today to hear Brian discuss helpful tips for tracking your content's effectiveness and optimizing it for your intended audience.    Brian Piper is the Director of Content Strategy and Assessment at the University of Rochester and is also an author, international keynote speaker, and consultant. Brian has been optimizing digital content since 1996. He has created online training programs for hundreds of companies including Xerox, L3Harris, IBM, and Volvo. He has spent the last 8 years focusing on data analytics, digital marketing, and content strategy. Since 2021, he has been diving into Web3, community building, NFTs, social tokens, and is the founder of $PIPER coin. He recently co-authored the second edition of Epic Content Marketing with Joe Pulizzi which releases in March 2023. He is also a contributing author and editor of The Most Amazing Marketing Book Ever with Mark Schaefer, which releases in May 2023. Brian is a volunteer and Board member of the nonprofit Higher Education Web Professionals Association, he is a member of the Ed3DAO, and a mentor for the Content Marketing Institute. When he's not creating data visualizations, he teaches wingsuit skydiving and spends time with his wife and six children.