Data informed content strategy        Clare O’Brien, CDA        Confab, May 2011                                 1
The appeal of instant analytics can          obscure meaning and insightData informed content strategy | Clare OBrien | © ...
•   Who•   What•   Where•   When•   Why•   How... and what do they think?Data informed content strategy | Clare OBrien | ©...
...What do we   make of thewood and the        trees?                                      6                 Courtesy of w...
Insight n. 1. the capacity ofunderstanding hidden truths etc, esp.of character or situationsData informed content strategy...
Eye                         Consumer                                               Coolhunting  Search                    ...
Credit: Mapping the Mind by Rita Carter Chapter 2Data informed content strategy | Clare OBrien | © CDA, May 2011          ...
Content strategists need to apply bi-lateral analysis to the range of datasources available to find insights.Data informed...
Good strategy needs strong insights                                            Insight             Conviction... & directi...
DATA WITHOUT INSIGHT IS JUST    FALLOW LANDData informed content strategy | Clare OBrien | © CDA, May 2011   12
Data is the growingmedium for yourinsightsData informed content strategy | Clare OBrien | © CDA, May 2011   13
DEVELOPING CONTENT TO GENERATE    LOYALTY USING COMBINED SEARCH &    ANALYTICS DATAData informed content strategy | Clare ...
Keywords can be key to understandingcontent relevance... (and findability)                     Keywords = intent          ...
With thanks to Arienne Holland, RavenTools.comData informed content strategy | Clare OBrien | © CDA, May 2011             ...
Keywords are the key to understandingcontent relevance... And findability Learning to find patterns Getting smart with c...
ANALYTICS, CLICK DATA, A PLANNER’S    EYE & ITERATIVE APPROACHData informed content strategy | Clare OBrien | © CDA, May 2...
Fluid approach, iterative changes produceinstant wins and long-term gain                                                  ...
Organised contentRecognisable contentRelevant contentProminent offersData informed content strategy | Clare OBrien | ©...
Data-informed content changes driveimmediate results: 3 weeks laterChange in onsite conversion rate• Online bookings      ...
PINPOINTING STYLE AND STRUCTURE    CHANGES USING GA & SURVEYSData informed content strategy | Clare OBrien | © CDA, May 20...
From dense texts...                                      To text + image + space Data informed content strategy | Clare OB...
Asking the audience who used cushion keywords                                Interesting Enjoyable   Useful       Reason f...
How to make a cushion coverHow to add piping to a cushionHow to make cushions Data informed content strategy | Clare OBrie...
Cushion and Salt dough learnings                        Bounce does NOT =                        disengagement            ...
Cushion and Salt dough learnings                        Combine search data and                        analytics data to p...
Cushion and Salt dough learnings                        Keywords are their words                        • Salt dough narro...
CHANGING THE BRAND BY READING &    UNDERSTANDING LONG TERM DATAData informed content strategy | Clare OBrien | © CDA, May ...
From dry bottoms to provider of         information and insight into         babies’ experience of baby         developmen...
Learning to use new kinds of data tocreate content-based relationshipsBEFORE:     – Selling dry bottoms to millionsTHEN:...
Thank you                                              Clare O’Brien, CDA                                              T: ...
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Data informed content strategy (1) clare o'brien - confab

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Data informed content strategy (1) clare o'brien - confab

  1. 1. Data informed content strategy Clare O’Brien, CDA Confab, May 2011 1
  2. 2. The appeal of instant analytics can obscure meaning and insightData informed content strategy | Clare OBrien | © CDA, May 2011 2
  3. 3. • Who• What• Where• When• Why• How... and what do they think?Data informed content strategy | Clare OBrien | © CDA, May 2011 3
  4. 4. ...What do we make of thewood and the trees? 6 Courtesy of www.fearlessconsulting.co.uk
  5. 5. Insight n. 1. the capacity ofunderstanding hidden truths etc, esp.of character or situationsData informed content strategy | Clare OBrien | © CDA, May 2011 7
  6. 6. Eye Consumer Coolhunting Search tracking Gap logs data analysis Anecdotal User evidence Usability testing testing Surveys In-depth interviews Field studies QualitativeQuantitative research research Online surveys Focus groups Panel data Google Analytics Keyword analysis Buyer Task Market decision analysis profiles testing Data informed content strategy | Clare OBrien | © CDA, May 2011 8
  7. 7. Credit: Mapping the Mind by Rita Carter Chapter 2Data informed content strategy | Clare OBrien | © CDA, May 2011 9
  8. 8. Content strategists need to apply bi-lateral analysis to the range of datasources available to find insights.Data informed content strategy | Clare OBrien | © CDA, May 2011 10
  9. 9. Good strategy needs strong insights Insight Conviction... & directionCONTENT STRATEGY SYNTHESIS Certainty Knowledge Understanding REASONING News Information Facts CONTEXT Research Data Traffic Data informed content strategy | Clare OBrien | © CDA, May 2011 11
  10. 10. DATA WITHOUT INSIGHT IS JUST FALLOW LANDData informed content strategy | Clare OBrien | © CDA, May 2011 12
  11. 11. Data is the growingmedium for yourinsightsData informed content strategy | Clare OBrien | © CDA, May 2011 13
  12. 12. DEVELOPING CONTENT TO GENERATE LOYALTY USING COMBINED SEARCH & ANALYTICS DATAData informed content strategy | Clare OBrien | © CDA, May 2011 14
  13. 13. Keywords can be key to understandingcontent relevance... (and findability) Keywords = intent “Are we delivering the information that people intended to find in a way that turns them into customers?” Arienne Holland, RavenToolsData informed content strategy | Clare OBrien | © CDA, May 2011 15
  14. 14. With thanks to Arienne Holland, RavenTools.comData informed content strategy | Clare OBrien | © CDA, May 2011 16
  15. 15. Keywords are the key to understandingcontent relevance... And findability Learning to find patterns Getting smart with custom segments and goals Finding insight by relating the language of search with their subsequent behavioursData informed content strategy | Clare OBrien | © CDA, May 2011 www.raventools.com 17
  16. 16. ANALYTICS, CLICK DATA, A PLANNER’S EYE & ITERATIVE APPROACHData informed content strategy | Clare OBrien | © CDA, May 2011 18
  17. 17. Fluid approach, iterative changes produceinstant wins and long-term gain With thanks to Hugh Gage of www.engage-Digital.com 19Data informed content strategy | Clare OBrien | © CDA, May 2011
  18. 18. Organised contentRecognisable contentRelevant contentProminent offersData informed content strategy | Clare OBrien | © CDA, May 2011 20
  19. 19. Data-informed content changes driveimmediate results: 3 weeks laterChange in onsite conversion rate• Online bookings 22%• Online brochure requests 157%• Email request 95%• Call back -2% The above results delivered real revenue improvements at a time when the recession has bitten hardest.Data informed content strategy | Clare OBrien | © CDA, May 2011 21
  20. 20. PINPOINTING STYLE AND STRUCTURE CHANGES USING GA & SURVEYSData informed content strategy | Clare OBrien | © CDA, May 2011 22
  21. 21. From dense texts... To text + image + space Data informed content strategy | Clare OBrien | © CDA, May 2011 23
  22. 22. Asking the audience who used cushion keywords Interesting Enjoyable Useful Reason for leavingLooking for advise on cushion making 8 5 2 Not LeftHow to make piped cushions 1 1 1 Got InfoPIPING ON CUSHION COVERS 4 4 4 Satisfiedhave made cushions out of display curtainsand cant find very small toggle type buttonsto go through very small punched holes. 3 3 5 Not Lefti wanted to make a cushion cover to go in mybedroom 3 4 2 Not Lefthow to add piping to a cushion 1 1 1 Got InfoI want to make cushion covers 1 1 1 Got InfoLooking for cushion cover ideas. 4 4 4 Not LeftWanted to make a cushion cover but didntknow how. 3 2 1 Not Leftwanted to find some ideas for cushions 5 5 4 Bad Infolearn to make cushions. cannot find what iwant in the shops 1 2 2 Bad InfoData informed content strategy | Clare OBrien | © CDA, May 2011 24
  23. 23. How to make a cushion coverHow to add piping to a cushionHow to make cushions Data informed content strategy | Clare OBrien | © CDA, May 2011 25
  24. 24. Cushion and Salt dough learnings Bounce does NOT = disengagement 70-85% bounce rate but av time spent on page 1:55sec Insight: People like pictures and spaced step-by-step structureData informed content strategy | Clare OBrien | © CDA, May 2011 26
  25. 25. Cushion and Salt dough learnings Combine search data and analytics data to produce fresh insights and inform new ways of structuring and presenting content to suit all audience types – they all have valueData informed content strategy | Clare OBrien | © CDA, May 2011 27
  26. 26. Cushion and Salt dough learnings Keywords are their words • Salt dough narrow terms (‘recipe for salt dough’) in and out • Broad ‘salt dough Christmas decorations’ 3-4 page views Insight: people looking for ideas more likely to explore; people looking for an answer will still leave even if satisfiedData informed content strategy | Clare OBrien | © CDA, May 2011 28
  27. 27. CHANGING THE BRAND BY READING & UNDERSTANDING LONG TERM DATAData informed content strategy | Clare OBrien | © CDA, May 2011 29
  28. 28. From dry bottoms to provider of information and insight into babies’ experience of baby developmentData informed content strategy | Clare OBrien | © CDA, May 2011 30
  29. 29. Learning to use new kinds of data tocreate content-based relationshipsBEFORE: – Selling dry bottoms to millionsTHEN: – Followed Mums, learned about new behaviours, listened, experimented, earned permission for bigger role to help Mum facilitate her baby’s development - iterated online voice & purposeNOW: – Understand perpetual and rapidly evolving nature of interaction, growing the role of brand into previously no-go territory: SIDS, UNICEF, conversation, more fluid, more responsive... MORE CONNECTED... More importantData informed content strategy | Clare OBrien | © CDA, May 2011 31
  30. 30. Thank you Clare O’Brien, CDA T: +44 20 8948 7636 M: +44 7850 922 076 Twitter: clareob clare@webwordsworking.co.uk www.webwordsworking.co.ukData informed content strategy | Clare OBrien | © CDA, May 2011 32

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