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DOES YOUR CONTENT WORK
FOR PEOPLE?
essentials for evaluating your client’s content

Colleen Jones
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	
  
Quick Poll: 1 thing you want to
get out of our session?

3	
  
Our Goals

COMMON
VOCABULARY +
VISION

OVERVIEW OF
CONTENT
EVALUATION

START
EVALUATING

4	
  
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	
  
Participating Pays Off!

ANSWER ?s
in polls

ASK ?s
in chat

6	
  
WHAT IS CONTENT EVALUATION?
Quick Poll: Rate your expertise
with content evaluation.

7	
  
Content is…

TEXT

IMAGES,
PHOTOS,
INFOGRAPHICS

VIDEOS

PODCASTS,
AUDIO
Content evaluation is…

a constant assessment of whether
your content meets your goals.

* Inventory
* Heuristics
* Lifecycle
* Personas
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
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
Content evaluation also is…

NOT very easy
right now…
* Inventory
* Heuristics
* Lifecycle
* Personas
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	
  
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	
  
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	
  
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	
  
WHY EVALUATE
CONTENT ANYWAY?

17	
  
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	
  
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	
  
WHEN SHOULD YOU
EVALUATE CONTENT?

20	
  
ALWAYS!
Content never ends.
Neither should evaluating it.
21	
  
Evaluation evolves content strategy

22	
  
The content strategy lifecycle

23	
  
The content strategy lifespiral

24	
  
HOW TO START
EVALUATING CONTENT

25	
  
How NOT to start

Drowning yourself
in the data…

26	
  
How to start: Ask the right questions

27	
  
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	
  
The better you define your
content strategy, the easier
starting evaluation will be.

29	
  
Framework for content evaluation questions

DIMENSION

GOAL

30	
  
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	
  
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	
  
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	
  
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	
  
The content evaluation process

Collect
2
5
Act

1
Ask

Analyze
3

4
Interpret

35	
  
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	
  
For many goals, behavior data is
NOT ENOUGH to understand
content impact.

37	
  
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	
  
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	
  
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	
  
4 Interpret: So what do these answers mean?

Turn your content data into content intelligence.

CONTENT DATA + ANSWERS
INTERPRETATION
CONTENT INTELLIGENCE

41	
  
4 Interpret: So what do these answers mean?

A match made in insight heaven

DATA
DATA ANALYSTS

CONTEXT
CONTENT STRATEGISTS

42	
  
If you don’t do something with
your content intelligence, you
might as well not have it.

43	
  
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	
  
The content evaluation process

Collect
2
5
Act

1
Ask

Analyze
3

4
Interpret

45	
  
HOW TO COMMUNICATE
CONTENT EVALUATION

46	
  
How NOT to communicate it

Throwing
detailed reports
over the fence…

Follow basic communication best practices.
47	
  
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	
  
THANK YOU
DOES YOUR CONTENT WORK? (New Riders)
Q1 2014
Updates at content-science.com/books/
use with attribution

Colleen Jones
@leenjones

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

  • 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  
  • 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  
  • 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