Originally Presented: 2013 MIMA Summit, October 2013
The key to any successful content strategy is in setting objectives, analyzing results and making refinements to better align the two. Yet many organizations treat content analysis as an after-thought, or worse, a simple exercise in Google Analytics. As such, they never realize the maximum return on investment for either their content or its strategy.
In this interactive presentation, Kris demonstrated through case studies and do-it-yourself techniques how a content strategy that incorporates user experience principles to analyze and modify content can achieve more successful messaging, stronger calls to action, and higher conversion rates for both web and mobile.