Tuesday 6th September, 2011
10:20am to 10:40am
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.
Content Strategist, ePublish Media LLC; adjunct professor, @EmersonCollege; founder, @CSNewEngland; co-founder, @MeetContent. Loves em dashes & strong coffee. bio from Twitter
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