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Data matters. But there's a lot of it out there. If you've ever had to delve into an analytics report, you'll know what we mean. Sure, the numbers are impressive, but what do they really mean for your content? Using examples from our own work, we'll show you how to make analytics data the bedrock of a great content strategy, using tools you don't need to be an analytics guru to master. Find out how data can help you reach your audience, maintain (and reality-check) your content strategy and define & achieve success online - whether you’re managing a website or building an app.
Being online (successfully) isn’t a simple extension of a marketing program or even a customer service offering. It requires you to deliver content that’s flexible enough to respond to what audiences need and expect (and where they want it). We need to learn how to analyse our copious user data so that we can plan and budget for content strategies that work for audiences... and business plans. O'Brien uses evidence and examples to explore how organizations can effectively create, budget for, and profit from content their audiences really care about.
How can you be confident that your content pages are understandable? How do you assess if the content is appropriate for your audience? How do you ensure you've written content that effectively communicates the essential information?
It turns out there are many different techniques for measuring your content. In this presentation, Christine Perfetti will show you some methods you've probably never heard of -- techniques only practiced by the most adventuresome content strategists.
9th–11th May 2011