Maximizing your return on content - JBoye conference, 2017
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Is your content working? Learn the factors to identify your content's effectiveness, and how to establish measurable KPIs, do the measuring, and use this information to make better content and business decisions.
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Maximizing your return on content - JBoye conference, 2017
- 1. Maximizing Your Return on Content How to make your content more successful Hilary Marsh, Chief Strategist & President Content Company, Inc. 1
- 2. Organizations publish a LOT of content
- 3. What donât we publish?? â˘âŻProduct data â˘âŻReports â˘âŻPress releases â˘âŻNews stories â˘âŻCustomer success stories â˘âŻExecutive bios â˘âŻEvent information â˘âŻCourse details â˘âŻPolicies â˘âŻFAQs â˘âŻMission statement â˘âŻJob listings
- 5. Content is the way our work is manifested in the world
- 7. 7
- 9. Because the boss said so Because the committee asked us to Because the committee told us to Because we have this program Because we do this thing Because we created the information Because we have no way to say ânoâ to the request Because we think we have to Because everyone else is Because Because
- 10. If you donât know what youâre going for, how will you know whether youâre succeeding?
- 13. 3 pieces of information 1.âŻGoal 2.⯠KPI 3.⯠Measuring & learning
- 14. Identifying the Goal Why are we publishing this? 14
- 15. Effective content has a goal â˘âŻItâs published â˘âŻLots of people look at it
- 16. What is a true goal? â˘âŻMeets a business goal â˘âŻSatisfies a user need â˘âŻIdeally, both
- 17. 17 Users meet their needs Organization meets its goals Balancing Goals & Needs
- 22. Remember the content landscape â˘âŻProduct data â˘âŻReports â˘âŻPress releases â˘âŻNews stories â˘âŻCustomer success stories â˘âŻExecutive bios â˘âŻEvent information â˘âŻCourse details â˘âŻPolicies â˘âŻFAQs â˘âŻMission statement â˘âŻJob listings
- 23. Content goals Each piece of content needs a clear, explicit reason to exist Examples: â˘âŻ Bring in non-dues revenue â˘âŻ Encourage joining or renewing membership â˘âŻ Raise awareness and perception of endocrinology â˘âŻ Help general practitioners care for patients â˘âŻ Inspire more people to register for the event â˘âŻ Reassure people about the organizationâs stability â˘âŻ Raise the quality of job applicants
- 24. Other content goals â˘âŻ Benefits sales through identifying prospects and creating proper messaging â˘âŻ Helps drive communications through keeping managers aware of initiatives they should be out front on â˘âŻ Assists the executive team in identifying future leaders through writing, social media and presentation workshops â˘âŻ Helps keep the tech budget on target by running a lean, mean CMS --Ronell Smith
- 25. Other content goals â˘âŻ Behavior flow and conversions â˘âŻ Direct and indirect feedback âJess Hutton
- 27. Photo c/o Beth Kanter, downloaded from h%ps://www.ďŹickr.com/photos/cambodia4kidsorg/3085209738/
- 29. Keep asking âwhyâ â˘âŻ Why are you publishing this content? â˘âŻ Why? â˘âŻ Why? â˘âŻ Why? â˘âŻ Why? 29
- 30. 30 h%p://gadling.com/2008/05/01/cash-and-treasures-the-anMque-bo%le-dig/ The real goal is in there somewhere
- 31. Wrong time to ask âwhyâ The reason is clear here
- 40. Making the goal measurable
- 41. How will you know itâs successful? â˘âŻ Reached the audience in the channel that matched their expectations â˘âŻ The audience took the action you wanted them to take â˘âŻ Users took the next step you wanted them to make â˘âŻ They were more satisfied with your organization â˘âŻ They called customer service less â˘âŻ They bought more stuff from you â˘âŻ They talked you up to their friends/family/colleagues
- 42. Answer the right questions â˘âŻ Executives â˘âŻ Site management â˘âŻ Content owners â˘âŻ Users
- 44. A case study â˘âŻ Site redesign required a news article for each update on the home page â˘âŻ Volume of news articles overwhelmed the site management staff â˘âŻ Viewership to each article was relatively low â˘âŻ Would fewer articles mean fewer views?
- 47. Turning goals into KPIs 1.âŻBenchmark where you are now â˘âŻContent performance â˘âŻPain points â˘âŻTie back to business 2.⯠What will constitute success? â˘âŻEnvision the desired goal â˘âŻMake it measurable!
- 48. Some considerations â˘âŻ Make sure your KPIs cover both organizational goals and user needs â˘âŻ Think about them from multiple perspectives
- 52. Measure, tweak, repeat â˘âŻ Who needs to know? â˘âŻ How do they need to know it? â˘âŻ How to tweak it?
- 53. A plan Measuring the goal, and using the information about what we find 53
- 54. Next steps 1.⯠Learn what works 2.⯠Use that information to develop goals 3.⯠Create an editorial calendar and templates for review time, roles, and processes 4.⯠Share all with staff 5.⯠Track/measure and evolve
- 55. Resources â˘âŻ My article and worksheet http://www.contentcompany.biz/2016/04/27/return-on-content/ â˘âŻ Aligning Business Goals with User Goals in Content by Michael Andrews http://storyneedle.com/aligning-business-goals-with-user-goals-in- content/ â˘âŻ Making Content Measurable by Jess Hutton http://www.uxbooth.com/articles/making-content-measurable/ â˘âŻ Why Attempting to Establish the ROI of Content Is a Foolâs Errand by Ronell Smith https://medium.com/dissenting-opinion/why-attempting-to-establish- the-roi-of-content-is-a-fools-errand-d8b4fdfd3a6c#.39kpxyxzs
- 57. Thank you! Hilary Marsh President & Chief Strategist Content Company, Inc. hilary@contentcompany.biz @hilarymarsh