Data Driven: Using Analytics Insights to Guide Effective Content Creation

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How do we develop content that meets the needs of both our organizations and our audience? It all begins with establishing purpose and extracting the digital insights you’ll need to make informed decisions.

These slides are from a workshop presented by @annabananahrach and @rebekahcancino at Digital Content Strategies Conference 2013 in La Jolla, CA.

Published in: Technology, Design

Data Driven: Using Analytics Insights to Guide Effective Content Creation

  1. 1. DATA DRIVEN using Analytics insights to drive effective content creation welcome to
  2. 2. Yes. Hello. Rebekah Cancino, Communication Strategist at Forty So glad you’re here Anna Hrach, Content Strategist at RIESTER #DCSC@annabananahrach @rebekahcancino
  3. 3. So how does this work? #DCSC@annabananahrach @rebekahcancino
  4. 4. Today’s plan 1.  Understand why we use metrics 2.  Find out where to start 3.  Learn how to find and read content-relevant metrics 4.  Distinguish fact vs. fiction 5.  Discover the power of pairing 6.  Balance short-term tactics and long term-strategy
  5. 5. is year, the average consumer will see or hear 1 million marketing messages - that's almost 3,000 per day. -
  6. 6. Why data? #DCSC@annabananahrach @rebekahcancino
  7. 7. Content is not a feature. - Kristina Halvorson Image credit: Bob Maske http://www.flickr.com/photos/audio1bob/320065808/
  8. 8. Data allows you track experiences
  9. 9. “Observe everything. Communicate well.” Image credit: reurinkjan http://www.flickr.com/photos/reurinkjan/5505995483
  10. 10. Good: metrics are about measurement Better: metrics are about learning It’s about learning Image credit: http://www.flickr.com/photos/e8albumdkmatai/4274025836
  11. 11. Discover opportunities Content that’s working How people find your site Popular content Image credit: Monte Mendoza http://www.flickr.com/photos/elmundodemontemendoza/8216522379/
  12. 12. Reveal problems Content that isn’t working Bad user experiences Information architecture issues Image credit: Daniel Schneider http://www.flickr.com/photos/rapturedmind/6544675195
  13. 13. Design smarter Content Information architecture Navigation syntax and structure Image credit: Brian Purkiss http://www.flickr.com/photos/brianpurkiss/1398732343/
  14. 14. Where to Start #DCSC@annabananahrach @rebekahcancino
  15. 15. Start with what What needs to be accomplished? Image credit: Erik Daniel Drost http://www.flickr.com/photos/edrost88/7811696028/
  16. 16. Ask why? Balance wants with needs Image credit: Rick Munish http://rickmunish.deviantart.com/art/Justice-162068786
  17. 17. business goals reader goals content strategy gold Get alignment
  18. 18. Take a look inside Who are you writing for? What do they need? Photo credit: Florin Gorgan
  19. 19. emotional physicalcognitive Right for the user Personal-Behavioral Context: e New User Persona. © Daniel Eizans, 2010 DOING Environmental, physical, disabilities, preferences, sensory stimuli FEELING Psychological state, stress level, desires, wants, needs LEARNING Cognitive assumptions, learning ability, education
  20. 20. Find and Read Content-Relevant Data
  21. 21. Analytics reveal a lot You just have to know how to read them
  22. 22. Learn to love data Meet user needs Make your job easier Accomplish business objectives Image credit: Skinned Mink http://www.flickr.com/photos/21148821@N02/2055959594/
  23. 23. Construct your toolbox Find the right tools for the job Make sure platforms meet data analysis needs Image credit: red11group http://www.flickr.com/photos/red11group/4870242163/
  24. 24. On-site search Listen. Analyze. Understand. Improve. Visitors telling you exactly what they need Rewrite or add content to meet needs Image credit: designerweb http://designerweb.deviantart.com/art/Stylish-Search-Bar-201157774
  25. 25. Google Analytics: let’s define our metrics Image credit: Roel Willems http://www.flickr.com/photos/roelwillems/4461453799/
  26. 26. Feeling overwhelmed? Begin at the top Start with defining goals and key metrics Drill your way down Image credit: Nomadic Lass http://www.flickr.com/photos/nomadic_lass/6832118879/
  27. 27. Organic search? Gauge content rankings and gaps List of what your site is ranking for (not provided) Image credit:Mark Hofstetter http://commons.wikimedia.org/wiki/File:Avocado_Seedling.jpg
  28. 28. Bounce rate? 4 scenarios: back button, close browser, new URL, does nothing % of people who never visit a second page Determine content effectiveness & audience Image credit: MichaelMaggs Edit by Richard Bartz"
  29. 29. Top content? Understand why people come to your site Identify most popular pages Determine how to prioritize deeper content Image credit:emiliokuffer http://www.flickr.com/photos/22298955@N08
  30. 30. Mobile users? Evaluate layout, design and information delivery Prioritize content Recognize the need for responsive design Image credit: DanielZanetti http://commons.wikimedia.org/wiki/File:Iphone_4G-2.jpg
  31. 31. Average time? Understand average visit Key difference: time on page vs. time on site Image credit: mararie http://www.flickr.com/photos/32404172@N00
  32. 32. Fiction vs. Fact #DCSC@annabananahrach @rebekahcancino
  33. 33. ere’s no shortcut for identifying why a piece of content exists. is is the first step to understanding how to measure its performance. Remember
  34. 34. Don t fall for it More traffic=more money e only metrics you need to measure myth Industry standards Engagement metrics Image credit: Suburban Paparazzi http://www.flickr.com/photos/38549058@N03/3545848025/sizes/l/in/photostream
  35. 35. Seek the truth Look for patterns Pair metrics for real insight Learn>measure Image credit: Jacqueline ter Haar http://www.flickr.com/photos/jacquelineterhaar/3550688115/
  36. 36. Pop quiz! #DCSC@annabananahrach @rebekahcancino
  37. 37. FALSE Unique visitors = count of persistent cookies dropped in a browser Unique visitors represent real people?
  38. 38. FALSE It doesn’t count time from bounced visitors and last page in session. Better to use page (vs. site) level data for precise content segment measurement. Average visit duration is a precise measure of how long visitors spend on your site?
  39. 39. TRUE Best practices are great, but nothing beats analyzing Analytics against your own site goals ere’s no such thing as the most important metrics for everyone or a plug-and-play measurement strategy?
  40. 40. Content that drives a lot of traffic to your site is very valuable? IT DEPENDS Not if it’s driving unqualified traffic that doesn’t meet your business objectives
  41. 41. Having a high bounce rate can negatively impact your search result rankings? FALSE Google is smarter than your bounce rate, a high bounce rate doesn’t always mean a bad experience
  42. 42. e Power of Pairing #DCSC@annabananahrach @rebekahcancino
  43. 43. ere are three kinds of lies: lies, damn lies, and statistics." - Mark Twain
  44. 44. Better together ere’s no short cut for identifying why a page/site exists Always view metrics in context of your goals Image credit: Kory Trapane http://www.flickr.com/photos/trapane/3059905337 Single metrics don’t tell the whole story on their own
  45. 45. page level: goal of page + bounce rate + avg. time on page How do I put the bounce rate in context? Ask questions, like
  46. 46. page level: unique visitors + page views + time on page What content do visitors want more of? Ask questions, like
  47. 47. page level: bounce rate + entrances How can your content make a better first impression? Ask questions, like
  48. 48. site level: pages/visit + avg. visit duration How can I tell if visitors are finding what they need? Ask questions, like
  49. 49. Photo credit: Usama Salehhttp: http://www.flickr.com/photos/stephencuyos/5430355182 Every metric needs a buddy
  50. 50. Ask questions. Formulate a hypothesis. Test. Repeat.
  51. 51. You formulate a hypothesis: Maybe our navigation is unclear? Sample scenario You see a high amount of page views per visit with a relatively low avg. time on site, and you wonder: Are users having a hard time finding what they need? Which leads to an experiment: Let’s clarify the navigation syntax and see if there’s an improvement.
  52. 52. ere’s no such thing as “the most important metrics to measure” or a plug-and-play measurement strategy. Remember
  53. 53. Short-Term Tactics and Long-Term Strategies
  54. 54. e key to success is strategy Photo credit: Loco s Photos
  55. 55. Get everyone talking again Marry with user needs Identify business objectives Develop content that satisfies both Photo credit: Ivan Walsh Photo credit: Ivan Walsh
  56. 56. Establish benchmarks and standards Image credit: Bionic Teaching http://www.flickr.com/photos/bionicteaching/6986167357/
  57. 57. Track. Measure. Report. Refine. Rinse. Repeat. Image credit: Louise Docker http://commons.wikimedia.org/wiki/File:TapeMeasure.jpg
  58. 58. Create monthly scorecards Photo credit: Stephen Korecky
  59. 59. Take accountability and responsibility Image credit: Brian A Petersen http://www.flickr.com/photos/bpbp/
  60. 60. You’ve got questions? We’ve got answers. @annabananahrach @rebekahcancino

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