Thursday 27th February, 2014
11:30am to 12:15pm
Most companies have woken up to the fact that content is important in winning customers and keeping them happy. But what kind of content do customers want? Well it turns out that they want content that engages and helps them, as if it was written specially for them. But what happens if you have millions of pieces of content to look after? I’ll talk about some examples of how companies are successfully changing their content to reflect the personality they want to project. You’ll learn how to use the definition of a personality: “we want to be (more) warm/bold/friendly” to deliver better content, and, critically, how to measure success - keeping all your content aligned to your content goals. I’ll talk in detail about what can be measured and what can’t and show examples of these kind of metrics in action.
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