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#AMAanalytics 11
Lessons Learned in
Content Intelligence
Melinda Baker
Web Marketing Director
American Cancer Society
Coll...
#AMAanalytics
Our Goals Today
The Situation The Solution:
Content Intelligence
TOP 4
Lessons Learned
2
#AMAanalytics
The Society faced an opportunity to widen + deepen
its impact through content.
•  Content marketing is a tre...
#AMAanalytics 4
CHALLENGE
Shifting from a print-first mindset
#AMAanalytics
•  Publishing silos had little strategic + tactical oversight;
technology constraints reinforced silos.
•  M...
#AMAanalytics
Our Goals Today
The Solution:
Content Intelligence
The Situation
6
#AMAanalytics
Content intelligence represents the
systems + software that transform
business + content data into
actionabl...
#AMAanalytics
WEB /
CHANNEL
ANALYTICS
CONTENT
SURVEY
DATA
CUSTOMER
INQUIRIES +
SENTIMENT
BUSINESS
METRICS
Insight + Action...
#AMAanalytics
The Society invested in training to shift mindsets + start
bridging silos for content + data.
9
SOLUTION
The...
#AMAanalytics 10
SOLUTION
The Content Intelligence Factor
My team got a lot out of the custom training.
They appreciated t...
#AMAanalytics
SOLUTION
The Content Intelligence Factor
11
The Society deepened its
use of web analytics…
Quitting Smoking ...
#AMAanalytics
SOLUTION
The Content Intelligence Factor
12
The Society invested in tools to fill data gaps + find root caus...
#AMAanalytics
contentwrx.com
13
SOLUTION
The Content Intelligence Factor
ContentWRX collects data, applies an algorithm, +...
#AMAanalytics
Our Goals Today
14
TOP 4
Lessons Learned
The Solution:
Content Intelligence
The Situation
#AMAanalytics 15
LESSON 1
Bridge Silos by Sharing Data with Content
Teams + Stakeholders
#AMAanalytics 16
LESSON 2
Take Time to Triangulate the Right Data
Survey Result
Triangulation fosters conversation + boost...
#AMAanalytics 17
LESSON 3
If You Don’t Act, You Might As Well Have No
Content Intelligence
Let content intelligence inform...
LESSON 4
Content Intelligence Gives “Small” Content
Decisions Big Impact: Road to Recovery
18
BEFORE
1 page for all audien...
LESSON 4
Content Intelligence Gives “Small” Content
Decisions Big Impact: Road to Recovery
19
BEFORE
1 page for all audien...
BONUS
Content Intelligence Reveals Hard-to-Detect
Problems
20
When promoting Road to Recovery, the numbers didn’t match
up...
#AMAanalytics
NEXT STEPS
A System of Good Content Intelligence Habits
21
MONTHLY 	
  DATA REVIEW
COMPILE
COMPILE	
  
COMPI...
#AMAanalytics
QUESTIONS?
Melinda Baker
Web Marketing Director
American Cancer Society
Colleen Jones, CEO
Content Science
@...
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Content Intelligence: Lessons Learned with American Cancer Society and Content Science

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Learn how American Cancer Society established an approach to content intelligence with training and tools such as ContentWRX. Benefit from 4 key lessons that can help any organization make smarter decisions about content.

Veröffentlicht in: Business
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Content Intelligence: Lessons Learned with American Cancer Society and Content Science

  1. 1. #AMAanalytics 11 Lessons Learned in Content Intelligence Melinda Baker Web Marketing Director American Cancer Society Colleen Jones, CEO Content Science @leenjones
  2. 2. #AMAanalytics Our Goals Today The Situation The Solution: Content Intelligence TOP 4 Lessons Learned 2
  3. 3. #AMAanalytics The Society faced an opportunity to widen + deepen its impact through content. •  Content marketing is a trend that has proven to work. •  Spreading “truth and knowledge” is part of the Society’s DNA. The Situation: Modernizing the Society’s Marketing 3
  4. 4. #AMAanalytics 4 CHALLENGE Shifting from a print-first mindset
  5. 5. #AMAanalytics •  Publishing silos had little strategic + tactical oversight; technology constraints reinforced silos. •  Migrating website to new platform intensified pressure to take a strategic + integrated approach to content. The Situation: Modernizing the Society’s Marketing 5 MEDICAL SME SILO MARKETING SILO MEDICAL SME SILO MARKETING SILO
  6. 6. #AMAanalytics Our Goals Today The Solution: Content Intelligence The Situation 6
  7. 7. #AMAanalytics Content intelligence represents the systems + software that transform business + content data into actionable insights for content strategy + tactics with impact. Colleen Jones What Is Content Intelligence? Content Science Review review.content-science.com 7
  8. 8. #AMAanalytics WEB / CHANNEL ANALYTICS CONTENT SURVEY DATA CUSTOMER INQUIRIES + SENTIMENT BUSINESS METRICS Insight + Action Content ROI Content Effectiveness Content Value Customer Insight Prediction Analysis + Interpretation Ask Content Questions Mine for Answers Triangulate Data To yield useful insight, a CI system must collect multiple sources of data + execute analyses focused on content. 8
  9. 9. #AMAanalytics The Society invested in training to shift mindsets + start bridging silos for content + data. 9 SOLUTION The Content Intelligence Factor
  10. 10. #AMAanalytics 10 SOLUTION The Content Intelligence Factor My team got a lot out of the custom training. They appreciated the data that Content Science was able to provide. A number of them said they had never thought about our content in this way, so the training definitely opened their eyes to that usage. They also said they would have liked more time to work on the content exercises. To me, that’s a great sign! Eleni Berger Managing Director, Content American Cancer Society
  11. 11. #AMAanalytics SOLUTION The Content Intelligence Factor 11 The Society deepened its use of web analytics… Quitting Smoking Content •  High page views •  High bounce rate •  Good or bad? …and realized web analytics were not enough.
  12. 12. #AMAanalytics SOLUTION The Content Intelligence Factor 12 The Society invested in tools to fill data gaps + find root causes. Content GOOGLE ANALYTICS OPTIMIZELY HOT JARSURVEYS + INQUIRIES CONTENT WRX
  13. 13. #AMAanalytics contentwrx.com 13 SOLUTION The Content Intelligence Factor ContentWRX collects data, applies an algorithm, + creates a score that serves as a content effectiveness KPI.
  14. 14. #AMAanalytics Our Goals Today 14 TOP 4 Lessons Learned The Solution: Content Intelligence The Situation
  15. 15. #AMAanalytics 15 LESSON 1 Bridge Silos by Sharing Data with Content Teams + Stakeholders
  16. 16. #AMAanalytics 16 LESSON 2 Take Time to Triangulate the Right Data Survey Result Triangulation fosters conversation + boosts confidence. Result 2,000 Users 5,000+ Users 7 Navigation Index Organization of site Navigation Options Layout of Site Number of Clicks 75 85 82 83 82 Overall, Navigation is highly rated with an index score of 82. The biggest area of improvement is number of clicks it takes visitors to get where they want on the site.
  17. 17. #AMAanalytics 17 LESSON 3 If You Don’t Act, You Might As Well Have No Content Intelligence Let content intelligence inform strategic priorities + tactics.
  18. 18. LESSON 4 Content Intelligence Gives “Small” Content Decisions Big Impact: Road to Recovery 18 BEFORE 1 page for all audiences
  19. 19. LESSON 4 Content Intelligence Gives “Small” Content Decisions Big Impact: Road to Recovery 19 BEFORE 1 page for all audiences AFTER Content tailored to patients + volunteers
  20. 20. BONUS Content Intelligence Reveals Hard-to-Detect Problems 20 When promoting Road to Recovery, the numbers didn’t match up. Further investigation revealed a hard-to-detect bug. X LEADS Y SUBMIT Z CAPTURED
  21. 21. #AMAanalytics NEXT STEPS A System of Good Content Intelligence Habits 21 MONTHLY  DATA REVIEW COMPILE COMPILE   COMPILE   COMPILE Q1 ROLL UP Q2 ROLL UP Q3 ROLL UP Q4 ROLL UP BEFORE / AFTER COMPARISON CONTENT REIMAGINING + MIGRATION BEFORE / AFTER COMPARISON
  22. 22. #AMAanalytics QUESTIONS? Melinda Baker Web Marketing Director American Cancer Society Colleen Jones, CEO Content Science @leenjones content-science.com contentwrx.com cancer.org

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