Tuesday 6th September, 2011
12:00pm to 12:20pm
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.
The economy of the world was undermined the moment 'workers' were redefined as 'consumers'. Hand us back the right to produce and not just purchase. bio from Twitter
Sign in to add slides, notes or videos to this session