Positioning Content for Success, A Metrics Driven Strategy


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In organizations that publish content, metrics and key performance indicators are used to prove the worth of content strategy practices and solutions to management teams and decision makers. But ROI is not just about more products being sold, conversions of customers or operational efficiencies gained. This presentation will show that by using solid, hard metrics, content creators and managers can improve their content. Metrics necessary for the following optimized content experiences will all be addressed: content personalization, taxonomy and metadata, production and content lifecycle, content effectiveness, governance and, mobile.

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  • Positioning Content for Success, A Metrics Driven Strategy

    2. 2. Today’s Agenda1. Introduction2. Definitions3. Content Personalization4. Taxonomy and Metadata5. Production and Content Lifecycle6. Content Effectiveness7. Governance8. Mobile9. Pitfalls10. Feedback and Contact Info AZZARD CONSULTING
    3. 3. 1. Introduction 3
    4. 4. Introduction Rebecca Schneider President, Azzard Consulting 18 Years experience in Information Management Industries: Retail, Auto Manufacturing, Financial Services, Technology Kevin Nichols Director, Global Practice Lead, Content Strategy, Sapient/Nitro 17 Years experience in the Web Development Industry Key Clients: MIT Open Courseware, Hewlett Packard, Sprint, Intel AZZARD CONSULTING
    5. 5. Why do this presentation? ROI for Content Strategy is one thing. . . But, how do we leverage metrics for content development?? We will answer which metrics are necessary to: Measure content efficacy Refine personalized content experiences and ensure future success Develop useful metadata and taxonomies Measure what‟s important for publishing and content lifecycle Ensure effective content governance Capture the important information specific to mobile And, avoid metrics and analytics pitfalls AZZARD CONSULTING
    6. 6. 2. Definitions 6
    7. 7. Metrics Definitions Metrics Tangible measures of inputs and outputs. Key Performance Indicators A set of metrics used to quantify success of an organization‟s activities. Analytics Conclusions drawn from metrics. AZZARD CONSULTING
    8. 8. Hard Metrics Quantitative measurements: numbers, facts. It‟s the “What.” Examples: Web & Mobile Conversions # Visits Time on Site Media Click-through Performance on Advertisements/Banners Search Internal, Organic, Paid – keyword usage When to use There is a need to demonstrate a quantifiable return on investment. Too much anecdotal information is being used to make decisions. AZZARD CONSULTING
    9. 9. Soft Metrics Qualitative: stories, feelings/motivation. It‟s the “why.” Examples Primary Research Focus Groups Secondary Research Marketing Trends Social Listening – Digital Anthropology Online Behavioral Analysis Surveys Customer Satisfaction When to use Trying to understand customer behavior (needs, motivations, perceptions). Further understand the hard metrics data. Warning: do not use qualitative measurements to the exclusion of all else. AZZARD CONSULTING
    10. 10. 3. Content Personalization 10
    11. 11. Content Personalization Tailoring the online experience to a specific user: Terms to describe aspects of personalization: Customer Intelligent segments Targeted offers Business Rules Ad Server Dynamic Pages Contextual Ads Intent-Based search Guided Selling Up-Sell Need Based Shopping Relevant Social Marketing User Types Behavioral Targeting Targeted Messaging Recommendations Personas Cross-Sell Targeted Content Counter Offer User Generated Content AZZARD CONSULTING
    12. 12. Content PersonalizationWhere does the customer go? Where can content be personalized?Favorite Metric: Click stream (customer journey through site) Clearance Page > Men‟s Coats > Shearling Coat > Add to Cart > Purchase CompletionOther Metrics: Length of Visit Per Page Decision/Compare: Snow-blower Comparison Depth of Visit Research: Samsung 50” Flat Screen TV (Product Specifications) AZZARD CONSULTING
    13. 13. Content PersonalizationWhat is the customer interested in? Their reason for coming to site?Favorite Metric: Customer Interaction History (profile or cookie-based) Accessories for previously purchased item: bracelet charm Similar products (artist, genre): music, booksOther Metric: Photo from Pandora Top Keyword Searches “Clearance” “Earphones for iPod” AZZARD CONSULTING
    14. 14. Content PersonalizationWhere and when does the customer convert (e.g. filling out user profile,adding item to shopping cart, purchasing product)?Favorite Metric: Purchased Product Product as part of series: Game of Thrones Season 1, Season 2 to be released, etc.Other Metrics: Site registration Register for special content: Whitepaper Viewed Product Information Product/Brand Blitz: Car Promotion Microsite AZZARD CONSULTING
    15. 15. 4. Taxonomy and Metadata 15
    16. 16. Taxonomy & MetadataImproving taxonomy (navigation, search) metadata (filters/facets) and to further enablefindability. AZZARD CONSULTING
    17. 17. Taxonomy & MetadataWhat’s working for users? Are they finding what they need?Favorite Metric: Top successful searches My Little Pony, iPad CoverOther Metrics: Organic, Paid search keyword ranking versus conversion (which keywords yield higher conversion rates) Notebook vs. Laptop Photo from puuikibeach. Click-stream to specific product category. Are users going down the right path? Homepage > Furniture > Children‟s Homepage > Children‟s > Furniture AZZARD CONSULTING
    18. 18. Taxonomy & MetadataWhat’s not working for users? Where’s the breakdown?Favorite Metrics: Bounce rates (entered a page from outside the site, then immediately left) More useful than exit rates. Luxury hotel page, but looking for a B&B (“breakfast in bed”)Other Metrics: Exit rates (looked around the site, then left from a particular page) Exit rate can be considered successful (when leaving after accomplishing a task) Photo from Valencia Bed & Breakfast Product purchase: iPad Cover Product non-purchase: Wrong item? Wrong size? Stock availability? Previous page prior to search (potential navigation problems) In home décor page, but then search for floor lamp AZZARD CONSULTING
    19. 19. Taxonomy & MetadataWhat terms should be added to taxonomy or metadata to enable betterfindability?Favorite Metric: Search terms used frequently that return no results Bathroom plunger (toilet plunger)Other Metric: Search terms used often in ad hoc description fields Mutual fund distribution, Roll-over AZZARD CONSULTING
    20. 20. Taxonomy & MetadataWhat terms do users employ in search? Have they been leveraged?Favorite Metric: Refined searches kitty toy > cat toyOther Metrics: Search terms that are variants of a preferred term soda vs. pop; bubbler vs. water fountain Terms used in taxonomy, but not in SEO metadata. Photo from taiyofj Does the SEO metadata need to be updated? bed lifters, bed risers, bed storage Organic, Paid keyword rankings manila file folders, green hanging folders AZZARD CONSULTING
    21. 21. 5. Production and Content Lifecycle 21
    22. 22. Publishing & Content Lifecycle Entire end-to-end process in which content is acquired, created, managed, published and optimized or retired. Manage Acquire/Create Content Content Governance Enhance Publish Content Content Evaluate Content AZZARD CONSULTING
    23. 23. Publishing & Content LifecycleWhat is the benefit to improved content lifecycle processes?Favorite Metric: Time (cost) saved in optimizing (refining content) Revision pushed to web.Other Metrics: Time (cost) saved in all other steps of the content lifecycle Acquiring Third party content. Image from FreeDigitalPhotos Creating Original content Maintaining (content review cycle) Current , Redundant, Outdated Content Publishing Push to web. AZZARD CONSULTING
    24. 24. Publishing & Content LifecycleWhat is the benefit to new product introduction? Time reduced to take product to market (due to content bottlenecks) New Surface Windows 8 Pro to purchase website. Photo from SpicaGames. AZZARD CONSULTING
    25. 25. Publishing & Content LifecycleHow can content quality be improved?Favorite Metric: Drop in number of errors in content. Tagging: outfit vs. welding kitOther Metrics: Decrease in content redundancy (also reduces cost) Sales vs. Marketing Decrease in time necessary to respond to user feedback, errors in content and/or changes to published content. Alert to correction (spelling errors, etc.) AZZARD CONSULTING
    26. 26. Publishing & Content LifecycleHow can internal user satisfaction increase?Favorite Metric: Increase in internal organizational satisfaction due to better findability, ease of content creation, maintenance, etc. Survey Tool (Foresee)Other Metric: Number of users in organization using CMS. Ratio of users vs. total numberWhat is the ROI of robust localization processes? Reduction in localization costs due to streamlined CMS processes Cost per word reduced for localized content. AZZARD CONSULTING
    27. 27. 6. Content Effectiveness 27
    28. 28. Content Effectiveness Focus on the content journey, content quality and overall fit for the user. TRIGGER WWW.COMPANY.COM IN-STORE 1 As she approaches her local store, she receives a push SMS notification on her Michelle, an phone, letting her know existing She clicks the e-spot to about new accessories. customer, receives view more She clicks on a text message the product to view more As she adds to herMobile details. Entering the store, Web from retailer. “favorites”, 7 Michelle is greeted by recommended Ken, a sales associate. products become He has Michelle’s even moreMobile “favorites” ready for her to relevant. App view, which he pulled up on his tablet. 2 3 4 5 6Tablet Web 8 9 Michelle saves product to her Michelle has saved 6 Using her iPad, Michelle Using the sales “favorites” and products to herTablet visits .com to “favorites.” Michelle associate tablet, Ken continues to browse App look for new products. updates her customer is able to pull up the product catalog. She notices an e-spot on sends her “favorites” to Michelle’s profile, the homepage for a the nearest retail where he accesses featured product that is location. her store loyaltyDesktop her favorite brand. coupons. AZZARD CONSULTING
    29. 29. Content EffectivenessHow is content relevance measured to determine the most effective messages?Favorite Metric: A-B Test of one message versus another. Test two different value propositions, headlines or product images to see which performs the best. Shopping Cart Icon vs. Shopping Bag Icon vs. Image from BizzBuzzMedia. Image from Pixabay. AZZARD CONSULTING
    30. 30. Content EffectivenessHow is content relevance measured to determine the most effective messages? (cont.)Other Metrics: Rate at which content is viewed (frequency and duration) Product specifications vs. Product “quick look” – which results in a conversion? Multivariate testing of content on high-priority pages. Test placement of various items on a page, various messaging and/or several different labels or headings. Should filters be listed at the left or on top? Determine the most popular content: Content that is „trending‟ with traffic and engagement time: Use a trends app to measure which content is most used. Popular whitepapers, Investor relations information, Cat videos! Know the most successful content– in the eyes of the customer: Rate at which a specific piece of content will result in a conversion. Product videos that generate a high rate of purchase. AZZARD CONSULTING
    31. 31. Content EffectivenessHow do you determine an effective content journey and if the customerarrived at a desired destination?Favorite Metric: Number of visits to convert (E.g.: purchase a product) and time to convert Customer returns after completing research AwarenessOther Metrics: Consideration Actual browsing path versus assumed (pre-defined browsing path) Preference Home > Support > Drivers Home > Product > Support > Drivers Where and when a customer exits prior to Purchase conversion When forced to register on news site after viewing Retension several articles, is conversion completed? Bounce rates Where and when a customer jumps to search from navigation and key terms used in search AZZARD CONSULTING
    32. 32. Content EffectivenessHow do you determine user satisfaction with site or experience?Favorite Metric: Rate at which content is being shared via social email, post to facebookOther Metrics: Rate at which content is downloaded User Manual/Instructions Survey the user on site or page performance with user feedback tools Foresee Determine problematic areas through bounce rates and exit rates AZZARD CONSULTING
    33. 33. 7. Content Governance 33
    34. 34. Content GovernanceOperational and organizational models needed to manage and ensure the continued successof content. Executive Sponsor Governance Committee Strategy Brand Accessibility Legal Taxonomy Content Working Groups Strategy Operations Technology Marketing Publishing Taxonomy AZZARD CONSULTING
    35. 35. Content GovernanceIs there governance structure in place, with defined governance workflows?Is it effective and successful?Favorite Metric: Time to implement content changes based on governance decisions. Major taxonomy change (structural shift) vs. minor taxonomy change (label change) Addition of information to support new product setOther Metrics: Time for governance committee to review content requests. Time to complete a content review cycle. ROT (Redundant, Outdated, Trivial) AZZARD CONSULTING
    36. 36. Content GovernanceIs the content up to governance standards?Favorite Metrics: Accuracy/Error rates http://www.zillow.com/howto/DataCoverageZestimateAccuracy.htmOther Metrics: Currency Effectiveness – based on testing, web statistics, surveys. AZZARD CONSULTING
    37. 37. 8. Mobile 37
    38. 38. Mobile (Smartphone)Metrics captured for mobile can be very similar to those captured for other form factors.However, the analytical perspectives will differ because of the physical nature and practicalconstraints when dealing with smaller form factors. Also user tasks are different from Webbehavior. For example*: 68 percent mobile searches result in a map look up 61 percent of local mobile searches result in a phone call 59 percent of mobile users interact with businesses via social media regularly.*Source: http://www.mobilecommercedaily.com/4-myths-of-mobile-metrics Image from William Hook. AZZARD CONSULTING
    39. 39. Mobile (Smartphone)Is the content experience delivered effectively?Favorite Metric: How long does a user spend on page? Time spent on pages optimized for mobile More time may indicate user cannot achieve or find information. Image from thebarrowboy AZZARD CONSULTING
    40. 40. Mobile (Smartphone)Is the content experience delivered effectively? (cont.)Other Metrics: How is search used? Taxonomy/metadata related metrics – with a focus on mobile OS. Low search utilization may indicate user cannot find search functionality. How do users interact with form fields? Track interaction with Form fields On mobile sites, one field is recommended per page How often does the phone orientation change (switching from vertical to horizontal)? Generally, higher rates will correlated to higher exit rates. Exception: functionality requires orientation change (e.g. viewing a video) How is social media being used? Survey amount of traffic entering from social media. How are Smart Phones being used in-store? Track user behavior – bar code scanning AZZARD CONSULTING
    41. 41. 9. Pitfalls 41
    42. 42. Pitfalls Avoiding metrics and analytics pitfalls: Statistics and damn statistics Not all data is good data More data does not equal better data Ignoring common sense Ignoring indicators (you can‟t pick your favorite) Image from Robbie1 AZZARD CONSULTING
    43. 43. 10. Feedback and Contact Information 43
    44. 44. Questions What did you want to learn that you still have questions about? AZZARD CONSULTING
    45. 45. Keep the conversation going.Rebecca Schneiderrschneider@azzardconsulting.com azzardconsulting.com http://www.linkedin.com/in/rebeccaschneiderKevin P Nicholsknichols@sapient.com kevinpnichols.com Twitter: #kpnichols LinkedIn: http://www.linkedin.com/pub/kevin-nichols/0/b50/160 AZZARD CONSULTING
    46. 46. THANK YOU !