Measuring your return on content

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You need to know why you're publishing content -- how it meets your users' needs and satisfies your business goals. Once you know this, you can determine how well the content is achieving its objectives, and identify how to improve it.

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Measuring your return on content

  1. 1. Measuring Your Return on Content How to make your content more successful Hilary Marsh, Chief Strategist & President Content Company, Inc. J. Boye conference, May 2016 1  
  2. 2. Organizations publish a LOT of content
  3. 3. 3  h%ps://preservingdtharchives2011.wordpress.com/2011/10/18/
  4. 4. What don’t we publish?? • Product data • Reports • Press releases • News stories • Customer success stories • Executive bios • Event information • Course details • Policies • FAQs • Mission statement • Job listings
  5. 5. Content is the way our work is manifested in the world 5  
  6. 6. 7  
  7. 7. Just because….. 8  
  8. 8. Because the boss said so Because the committee asked us to Because the committee told us to Because we have this program Because we do this thing Because we created the information Because we have no way to say “no” to the request Because we think we have to Because everyone else is Because Because
  9. 9. If you don’t know what you’re going for, how will you know whether you’re succeeding?
  10. 10. 11   /wiki/Compulsive_hoarding  
  11. 11. Return on Content
  12. 12. pieces of information 1. Goal 2.  KPI 3.  Measuring & learning 13  
  13. 13. Identifying the Goal Why are we publishing this? 14  
  14. 14. fective content has a goal • It’s published • Lots of people look at it 1
  15. 15. hat is a true goal? • Meets a business goal • Satisfies a user need • Ideally, both 16  
  16. 16. 17   Users meet their needs Organization meets its goals 17   ancing als & eds
  17. 17. 18   Audience focus ganization cus 18  
  18. 18. Audience focus Organization focus 19  
  19. 19. http://www.bluefroglondon.com/queerideas/the-fundraising-paradox/
  20. 20. http://xkcd.com/773/
  21. 21. emember the content landscap • Product data • Reports • Press releases • News stories • Customer success stories • Executive bios • Event information • Course details • Policies • FAQs • Mission statement • Job listings
  22. 22. ontent goals Each piece of content needs a clear, explicit reason to exist Examples: •  Bring in non-dues revenue •  Encourage joining or renewing membership •  Raise awareness and perception of endocrinology •  Help general practitioners care for patients •  Inspire more people to register for the event •  Reassure people about the organization’s stability •  Raise the quality of job applicants 23  
  23. 23. 24   5 Whys h%ps://www.pinterest.com/pin/86483255319117458/  
  24. 24. eep asking “why”   Why are you publishing this content?   Why?   Why?   Why?   Why? 25  
  25. 25. 26   ling.com/2008/05/01/cash-­‐and-­‐treasures-­‐the-­‐anGque-­‐bo%le-­‐dig/   e real goal is in there somewher
  26. 26. xamples to discuss   http://www.realtor.org/reports/member-profile   http://realtormag.realtor.org/daily-news/2016/04/29/12- markets-where-investor-activity-high   https://www.youtube.com/watch?v=-smn9oKpsiI   http://www.blogs.marriott.com/marriott-on-the-move/2016/04/ give-me-a-break.html   http://www.ama-assn.org/ama/pub/membership/recruit- member/physican-outreach-recruitment-program.page 30  
  27. 27. xercise #1 • Write down 3 pieces of content your organization recently published • Working in pairs, use the “5 whys” technique to identify the goals for the other person’s content 31  
  28. 28. iscuss • Were those goals articulated when the content was created and published? • Why or why not? 32  
  29. 29. Making the goal measurable
  30. 30. ow will you know it’s successful?   Reached the audience in the channel that matched their expectations   The audience took the action you wanted them to take   Users took the next step you wanted them to make   They were more satisfied with your organization   They called customer service less   They bought more stuff from you   They talked you up to their friends/family/colleagues 34  
  31. 31. case study   Site redesign required a news article for each update on the home page   Volume of news articles they published overwhelmed the staff   Viewership to each article was relatively low   Would fewer articles mean fewer views? 3
  32. 32. 36  
  33. 33. 37  
  34. 34. urning goals into KPIs 1. Benchmark where you are now • Content performance • Pain points • Tie back to business 2.  What will constitute success? • Envision the desired goal • Make it measurable! 38  
  35. 35. ome considerations   Make sure your KPIs cover both organizational goals and user needs   Think about them from multiple perspectives 39  
  36. 36. xercise #2   For the 3 pieces of content you documented earlier, what would constitute success? 40  
  37. 37. 4
  38. 38. 4
  39. 39. 43   me for a eak!
  40. 40. oing the easuring
  41. 41. easure, tweak, repeat   Who needs to know?   How do they need to know it?   How to tweak it? 45  
  42. 42. ow to start tomorrow   Who needs to know?   How do they need to know it?   How to tweak it? 46  
  43. 43. xercise #3   Identify how you think your example content items should be measured   How should the information be communicated, and to whom?   How different is that from what you do today? 47  
  44. 44. iscuss   Were those goals articulated when the content was created and published?   Why or why not? 48  
  45. 45. A plan Measuring the goal, and using the information about what we find 49  
  46. 46. ext steps 1.  Learn what works 2.  Use that information to develop goals 3.  Create an editorial calendar and templates for review time, roles, and processes 4.  Share all with staff 5.  Track/measure and evolve 50  
  47. 47. Thank you! Hilary Marsh President & Chief Strategist Content Company, Inc. hilary@contentcompany.biz @hilarymarsh

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