Does Your Content Work for People? Essentials for Evaluating Your Client's Content

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Does your content work? It's a simple question. But, getting the answers can be a complex chore. Learn the essentials of assessing whether your content, or your client's content, has impact from …

Does your content work? It's a simple question. But, getting the answers can be a complex chore. Learn the essentials of assessing whether your content, or your client's content, has impact from Colleen Jones.

You can watch the full video session at:
http://blog.gathercontent.com/colleen-jones-webinar-evaluating-content

Check out Colleen's website at:
http://www.content-science.com/

Her tool, ContentWRX
http://www.contentwrx.com

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  • 1. DOES YOUR CONTENT WORK FOR PEOPLE? essentials for evaluating your client’s content Colleen Jones
  • 2. About Me   Author of Clout and Does Your Content Work? (2014)   Principal of Content Science, a digital content consultancy for clients such as   Occasional partner with leading consultancies and agencies   Owner of ContentWRX™   Proud parent of an adorable mutt… 2  
  • 3. Quick Poll: 1 thing you want to get out of our session? 3  
  • 4. Our Goals COMMON VOCABULARY + VISION OVERVIEW OF CONTENT EVALUATION START EVALUATING 4  
  • 5. Agenda 1.  WHAT IS CONTENT EVALUATION? 2.  WHY DO IT (despite the challenges)? 3.  WHEN DO IT? 4.  HOW DO WE START DOING IT? 5.  HOW DO WE COMMUNICATE IT? 5  
  • 6. Participating Pays Off! ANSWER ?s in polls ASK ?s in chat 6  
  • 7. WHAT IS CONTENT EVALUATION? Quick Poll: Rate your expertise with content evaluation. 7  
  • 8. Content is… TEXT IMAGES, PHOTOS, INFOGRAPHICS VIDEOS PODCASTS, AUDIO
  • 9. Content evaluation is… a constant assessment of whether your content meets your goals. * Inventory * Heuristics * Lifecycle * Personas
  • 10. Content evaluation is NOT… •  A one-time thing. •  A clinical trial. •  A data dump thing. •  The same for every organization or set of content. * Inventory •  A content audit. * Heuristics * Lifecycle * Personas
  • 11. What’s the difference? CONTENT AUDIT CONTENT EVALUATION FREQUENCY + •  A single deep dive for a DEPTH migration, redesign, or other big change •  A constant high-level assessment FOCUS •  A project or initiative •  Ongoing strategy aligned with organizational goals SCOPE •  Content inventory and quality assessment •  Content effectiveness or impact TIMING •  Discovery or analysis phase before launch •  If not established, starts after launch
  • 12. Content evaluation also is… NOT very easy right now… * Inventory * Heuristics * Lifecycle * Personas
  • 13. Does this sound familiar? I see opportunity to make our content have more impact on sales lead generataion. Based on what data? Our general satisfaction survey says content is fine. CLIENT SENIOR MANAGER EXECUTIVES + STAKEHOLDERS 13  
  • 14. Does this sound familiar? I see opportunity to make our content have more impact on sales lead generataion. Based on what data? Our general satisfaction survey says content is fine. CLIENT SENIOR MANAGER EXECUTIVES + STAKEHOLDERS Help! I need more data about our lead gen content for the past 2 quarters. 14  
  • 15. Does this sound familiar? I see opportunity to make our content have more impact on sales lead generataion. Based on what data? Our general satisfaction survey says content is fine. CLIENT SENIOR MANAGER Help! I need more data about our lead gen content for the past 2 quarters. CLIENT ANALYST I can pull some numbers, but it will take a few weeks. EXECUTIVES + STAKEHOLDERS 15  
  • 16. Right now, content data is often… TOO FRAGMENTED TO GATHER EFFICIENTLY Insights must be pieced together from satisfaction survey, web analytics, + social analytics tools. TOO GENERAL TO ACT Satisfaction surveys say content is important but provide little content-specific feedback. TOO CUSTOM + HAPHAZARD TO AFFORD OR COMPARE Deep-dive qualitative studies are slow and expensive. Occasional custom surveys don’t allow you to compare over time, to your industry. 16  
  • 17. WHY EVALUATE CONTENT ANYWAY? 17  
  • 18. Business today is digital, so content is critical. Dell, The Coca-Cola Company, Equifax, IHG, Cerner Corporation and other leading companies are implementing content strategy for B2B and B2C marketing, service, and support content. Content investments by B2B + B2C companies now account for 1/3 of MARKETING BUDGETS CONTENT IS THE #1 PRIORITY OF CLIENT-SIDE MARKETERS even over social media, email, and other trends. eMarketer Today, Content Marketing Institute content supports every business purpose – Businesses invested nearly MARKETING / POSITIONING CONTENT, $17 billion SALES CONTENT, CUSTOMER SERVICE CONTENT, SUPPORT CONTENT in content marketing in 2012. Custom Content Council 18  
  • 19. If your clients don’t evaluate, they risk… $£ WASTING MONEY ON CONTENT EFFORTS because decisions aren’t informed with complete, reliable feedback. DIFFICULTY GETTING BUY-IN TO CONTENT CHANGES from executives because content isn’t connected to results. MISSING COMPETITIVE ADVANTAGE because content decisions are slow or misguided. 19  
  • 20. WHEN SHOULD YOU EVALUATE CONTENT? 20  
  • 21. ALWAYS! Content never ends. Neither should evaluating it. 21  
  • 22. Evaluation evolves content strategy 22  
  • 23. The content strategy lifecycle 23  
  • 24. The content strategy lifespiral 24  
  • 25. HOW TO START EVALUATING CONTENT 25  
  • 26. How NOT to start Drowning yourself in the data… 26  
  • 27. How to start: Ask the right questions 27  
  • 28. Where do the right questions come from? •  The right questions come from your goals and objectives. BUSINESS GOALS •  Your goals and objectives come from your content strategy. CONTENT STRATEGY •  Your content strategy comes from your business goals and objectives. CONTENT EVALUATION QUESTIONS 28  
  • 29. The better you define your content strategy, the easier starting evaluation will be. 29  
  • 30. Framework for content evaluation questions DIMENSION GOAL 30  
  • 31. Goals drive dimension priority GOAL DIMENSION MARKETING Positioning SALES Guided Selling SUPPORT Help or Education REACH COMPREHENSION EFFICIENCY ENGAGEMENT PERCEPTION COMPREHENSION PERCEPTION CONVERSION ENGAGEMENT 31  
  • 32. Dimensions help identify specific questions GOAL MARKETING: Positioning DIMENSION Digital Magazine Goal is to raise awareness and position with midsize businesses REACH Did our content attract midsize businesses? ENGAGEMENT What did midsize businesses do with our content? PERCEPTION Did our content change how midsize businesses view our expertise? 32  
  • 33. Goal-aligned dimensions ward off the wrong questions Did our new digital magazine increase our sales this quarter? EXECUTIVES + STAKEHOLDERS MARKETING MANAGER / DIRECTOR Oh, #$#@! 33  
  • 34. Goal-aligned dimensions ward off the wrong questions Did our new digital magazine increase our sales this quarter? EXECUTIVES + STAKEHOLDERS Our immediate goal is positioning, not sales. We’re tracking our reach and impact on the market’s perceptions. And, we’re succeeding at both. MARKETING MANAGER / DIRECTOR 34  
  • 35. The content evaluation process Collect 2 5 Act 1 Ask Analyze 3 4 Interpret 35  
  • 36. 2 Collect: Gathering content data for evaluation •  Focus on data that informs answers to your questions. •  Strive for a systematic approach. •  Rely on quantitative methodologies and tools. Surveys Sentiment Analytics Collection Other Data 36  
  • 37. For many goals, behavior data is NOT ENOUGH to understand content impact. 37  
  • 38. 2 Collect: Examples of quantitative tool types USER BEHAVIOR ANALYTICS USER PERCEPTION, INTENT, + CHARACTERISTICS SURVEY •  Adobe SiteCatalyst •  ForeSee •  Google Analytics CLASSIC •  iPerceptions SENTIMENT •  Salesforce Marketing Cloud (Radian6) •  IBM Social Media Analytics NEW •  Content Creation + Hosting Platforms (Skyword, Invodo) •  Chartbeat •  ContentWRX •  SparkScore •  UserZoom (survey component) •  Clarabridge •  IBM Content Analytics •  OpinionLab (open feedback component) NOTEWORTHY Some tools trending toward Some tools trending toward Some tools trending toward FOR CONTENT •  More content specifics •  More content specifics •  More real-time data •  More integration with other data •  More accurate and faster analysis •  More content specifics •  More help with interpretation 38  
  • 39. 3 Analyze: What are the answers to my questions? Don’t do the ONE-OFF approach…. MANAGER / DIRECTOR I’m being asked for proof that our content is making an impact. We need a report. Find a way to make it happen in your down time. CONTENT STRATEGIST But, I have no down time… If you do, consider it a temporary bridge to building an analysis competency. 39  
  • 40. 3 Analyze: Develop an analysis competency EMBEDDED CENTRALIZED Analyst is part of your team Separate team analyzes Quick Poll: What is your organization’s approach to analysis? 40  
  • 41. 4 Interpret: So what do these answers mean? Turn your content data into content intelligence. CONTENT DATA + ANSWERS INTERPRETATION CONTENT INTELLIGENCE 41  
  • 42. 4 Interpret: So what do these answers mean? A match made in insight heaven DATA DATA ANALYSTS CONTEXT CONTENT STRATEGISTS 42  
  • 43. If you don’t do something with your content intelligence, you might as well not have it. 43  
  • 44. 5 Act: So what do we do about it? Do at least one of the following. CONFIRM + CONTINUE ADJUST STUDY FURTHER Track and communicate to build your content intelligence over time and across silos. 44  
  • 45. The content evaluation process Collect 2 5 Act 1 Ask Analyze 3 4 Interpret 45  
  • 46. HOW TO COMMUNICATE CONTENT EVALUATION 46  
  • 47. How NOT to communicate it Throwing detailed reports over the fence… Follow basic communication best practices. 47  
  • 48. Educate executives beyond satisfaction •  Focus on telling a story of content impact on goals. •  Progress •  Success Our web satisfaction survey says content is just fine… •  Opportunity to improve •  Include enough details to support the story but no more. •  Note the benefits of having more details (vs satisfaction). EXECUTIVES + STAKEHOLDERS •  Report regularly. •  Invite questions and feedback. 48  
  • 49. THANK YOU DOES YOUR CONTENT WORK? (New Riders) Q1 2014 Updates at content-science.com/books/ use with attribution Colleen Jones @leenjones