Add an eventSessions at Content Strategy Forum 2011 about Metrics
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- Topic: Metrics
Tuesday 6th September 2011
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Is your content worth it? Prove it.
by Marko Hurst
Unless you're publishing blank HTML pages, you have content. But what's the value of your content? What content are you measuring, and is it achieving its goals? How are you allocating funding and resources for content, and why?
For many organisations these questions are answered by a "gut check" or worse—they aren't asked at all. Imagine what would happen if you knew that your images were outperforming your videos by 300%. What processes would you change? How would you reallocate funding? How much could you save on production and storage costs?
Marko will help you prove what content is and isn't working on your site by teaching a simple, proven, and repeatable process for understanding the goals of your content and creating easy-to-use success metrics.
What you'll learn:
1. Basic content measurement metrics.
2. How to align your messaging and measurement to your content goals.
3. How to set up a content measurement programme. -
Developing an analytics strategy for your content
by Rick Allen
Without context, our data is meaningless.
Measurement is the “so what?” of content strategy, letting us evaluate content quality, including the efficacy of communications, usability, SEO, branding, and user experience design. Web analytics is crucial: it identifies how users interact with our content, informing content audits, analysis, and governance. But standard dashboard metrics aren’t sufficient. Real insight depends on context—so we need an analytics strategy.
Rick will explain how to develop an analytics strategy with methods for assessing content quality. Understand how to define useful, contextually relevant metrics and KPIs that support your content strategy and governance plan; evaluate content types and delivery channels; measure conversions and engagement; identify influence and reach; and enable website owners to adapt to evolving business and user goals.
What you'll learn:
1. How web analytics can inform the elements of content strategy, including audits, analysis, and governance.
2. How to align website goals with meaningful metrics that enable decision-makers to maintain effective web content.
3. How to demonstrate the value of quality content that meets business objectives and user needs. -
Data-informed content strategy
Brand isn’t what you say, it’s how the outside world perceives you. To deliver content that’s flexible enough to respond to what online audiences expect—and crucially, how they want to access our content—we need a new form of thinking. It’s not just about writing for the web, or producing “web-ready” content—we need to learn how to read audiences, and then structure our content to fit their context.
This demands more than simple data aggregation: to find true value and insight, we need to push past the data whiteout. We need to learn how to properly analyse data so that we can plan and budget for content strategies that work for both our audience and our business plan. Happy users cost less and love you more.
Anne will demonstrate how organisations need to change their perceptions of what audiences want and need from their content, using evidence and examples to present arguments that put content at the heart of organisational reach.
What you'll learn:
1. Why audience insight is critical in content planning.
2. Why context is a key data metric.
3. Why content strategy is an organisation-wide issue, and how data informs it.