Tuesday 18th November, 2014
11:50am to 12:30pm
This presentation is about how and why we created a data-driven content strategy at Rackspace. I focus on a much under-served area of content strategy, that of the self service and support. Self service--knowledge bases, information hubs--have different needs than other content strategy work. Where bounce rate is bad normally, for self service it's good. It means the customer found what they were looking for and got back to work. Where normally low page views are bad, with self support they are good.
Analytics show us how our customers use our content. It allows us to nimbly react to what our customers and potential customers think is important. Most importantly, it allows us to tell our story in a meaningful way.
For the self support and broader strategist, I will show how we went from no strategy to a multi-dimensional data-driven one in a few months. I will show how you can use Google analytics to easily and repeatedly create reports that will inform their decisions and inform their bosses of their progress. In one way or another, we are all supporting our products and our company; go beyond the dashboard to tell your story.
Sr. Content Strategists, Rackspace
David is obsessed with getting the right content to the right people. He has worked with content for 12 years, designing, creating, editing, analyzing, and strategizing over it. He's worked with start-ups, large companies, and government agencies make sure their customers and employees can use the content they need to succeed. At Rackspace, he created the Content Strategy Playbook, which uses data-driven techniques that help the company understand what customers and other users want and need, and how the company can best provide it to make everyone successful.
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