positioning content for success, a metrics driven strategy
Post on 15-Jan-2015
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DESCRIPTIONIn organizations that publish content, metrics and key performance indicators are used to prove the worth of content strategy practices and solutions to management teams and decision makers. But ROI is not just about more products being sold, conversions of customers or operational efficiencies gained. This presentation will show that by using solid, hard metrics, content creators and managers can improve their content. Metrics necessary for the following optimized content experiences will all be addressed: content personalization, taxonomy and metadata, production and content lifecycle, content effectiveness, governance and, mobile.
- 1. AZZARD CONSULTINGPositioning Content for Success:A Metrics Driven StrategyREBECCA SCHNEIDER, PRESIDENT, AZZARDCONSULTINGKEVIN P NICHOLS, DIRECTOR AND GLOBALPRATICE LEAD OF CONTENT STRATEGY@ SAPIENTNITRO COPYRIGHT 2013 SAPIENT CORPORATION & AZZARD CONSULTING
2. Todays Agenda1.Introduction2.Definitions3.Content Personalization4.Taxonomy and Metadata5.Production and Content Lifecycle6.Content Effectiveness7.Governance8.Mobile9.Pitfalls10. Feedback and Contact InfoAZZARDCONSULTING 3. 1. Introduction3 4. IntroductionRebecca SchneiderPresident, Azzard Consulting18 Years experience in Information ManagementIndustries: Retail, Auto Manufacturing, Financial Services, TechnologyKevin NicholsDirector, Global Practice Lead, Content Strategy, Sapient/Nitro17 Years experience in the Web Development IndustryKey Clients: MIT Open Courseware, Hewlett Packard, Sprint, Intel AZZARD CONSULTING 5. Why do this presentation? ROI for Content Strategy is one thing. . . But, how do we leverage metrics for content development?? We will answer which metrics are necessary to: Measure content efficacy Refine personalized content experiences and ensure future success Develop useful metadata and taxonomies Measure whats important for publishing and content lifecycle Ensure effective content governance Capture the important information specific to mobile And, avoid metrics and analytics pitfalls AZZARD CONSULTING 6. 2. Definitions 6 7. Metrics Definitions MetricsTangible measures of inputs and outputs. Key Performance IndicatorsA set of metrics used to quantify success of an organizations activities. AnalyticsConclusions drawn from metrics.AZZARDCONSULTING 8. Hard Metrics Quantitative measurements: numbers, facts. Its the What. Examples: Web & MobileConversions# VisitsTime on Site MediaClick-through Performance on Advertisements/Banners SearchInternal, Organic, Paid keyword usage When to use There is a need to demonstrate a quantifiable return on investment. Too much anecdotal information is being used to make decisions. AZZARD CONSULTING 9. Soft Metrics Qualitative: stories, feelings/motivation. Its the why. Examples Primary ResearchFocus Groups Secondary ResearchMarketing Trends Social Listening Digital AnthropologyOnline Behavioral Analysis SurveysCustomer Satisfaction When to use Trying to understand customer behavior (needs, motivations, perceptions). Further understand the hard metrics data. Warning: do not use qualitative measurements to the exclusion of all else. AZZARD CONSULTING 10. 3. Content Personalization 10 11. Content Personalization Tailoring the online experience to a specific user: Terms to describe aspects of personalization:CustomerIntelligent segments Targeted offers Business RulesAd ServerDynamic PagesContextual Ads Intent-Based search Guided SellingUp-SellNeed Based Shopping RelevantSocial Marketing User TypesBehavioral TargetingTargeted Messaging RecommendationsPersonas Cross-SellTargeted ContentCounter OfferUser Generated Content AZZARD CONSULTING 12. Content PersonalizationWhere does the customer go? Where can content be personalized?Favorite Metric:Click stream (customer journey through site)Clearance Page > Mens Coats > Shearling Coat > Add to Cart >Purchase CompletionOther Metrics:Length of Visit Per PageDecision/Compare: Snow-blower ComparisonDepth of VisitResearch: Samsung 50 Flat Screen TV (ProductSpecifications)AZZARDCONSULTING 13. Content PersonalizationWhat is the customer interested in? Their reason for coming to site?Favorite Metric:Customer Interaction History (profile or cookie-based)Accessories for previously purchased item: bracelet charmSimilar products (artist, genre): music, booksOther Metric: Photo from PandoraTop Keyword SearchesClearanceEarphones for iPodAZZARDCONSULTING 14. Content PersonalizationWhere and when does the customer convert (e.g. filling out user profile,adding item to shopping cart, purchasing product)?Favorite Metric:Purchased ProductProduct as part of series: Game of Thrones Season 1,Season 2 to be released, etc.Other Metrics:Site registrationRegister for special content: WhitepaperViewed Product InformationProduct/Brand Blitz: Car Promotion MicrositeAZZARDCONSULTING 15. 4. Taxonomy and Metadata 15 16. Taxonomy & MetadataImproving taxonomy (navigation, search) metadata (filters/facets) and to further enablefindability. AZZARD CONSULTING 17. Taxonomy & MetadataWhats working for users? Are they finding what they need?Favorite Metric:Top successful searchesMy Little Pony, iPad CoverOther Metrics:Organic, Paid search keyword ranking versusconversion (which keywords yield higherconversion rates)Notebook vs. LaptopPhoto from puuikibeach.Click-stream to specific product category. Areusers going down the right path?Homepage > Furniture > ChildrensHomepage > Childrens > FurnitureAZZARDCONSULTING 18. Taxonomy & MetadataWhats not working for users? Wheres the breakdown?Favorite Metrics:Bounce rates (entered a page from outside the site,then immediately left)More useful than exit rates. Luxury hotel page, but looking for a B&B (breakfast in bed)Other Metrics:Exit rates (looked around the site, then left from aparticular page)Exit rate can be considered successful (when leavingafter accomplishing a task)Photo from Valencia Bed & Breakfast Product purchase: iPad Cover Product non-purchase: Wrong item? Wrong size? Stock availability?Previous page prior to search (potential navigationproblems)In home dcor page, but then search for floor lampAZZARDCONSULTING 19. Taxonomy & MetadataWhat terms should be added to taxonomy or metadata to enable betterfindability?Favorite Metric:Search terms used frequently that return noresultsBathroom plunger (toilet plunger)Other Metric:Search terms used often in ad hoc descriptionfieldsMutual fund distribution, Roll-overAZZARDCONSULTING 20. Taxonomy & MetadataWhat terms do users employ in search? Have they been leveraged?Favorite Metric:Refined searches kitty toy > cat toyOther Metrics:Search terms that are variants of a preferred term soda vs. pop; bubbler vs. water fountainTerms used in taxonomy, but not in SEO metadata.Photo from taiyofjDoes the SEO metadata need to be updated? bed lifters, bed risers, bed storageOrganic, Paid keyword rankings manila file folders, green hanging folders AZZARD CONSULTING 21. 5. Production and Content Lifecycle21 22. Publishing & Content Lifecycle Entire end-to-end process in which content is acquired, created, managed, published and optimized or retired.ManageAcquire/CreateContent ContentGovernanceEnhancePublishContentContent Evaluate Content AZZARD CONSULTING 23. Publishing & Content LifecycleWhat is the benefit to improved content lifecycle processes?Favorite Metric: Time (cost) saved in optimizing (refining content) Revision pushed to web.Other Metrics:Time (cost) saved in all other steps of thecontent lifecycleAcquiring Third party content.Image from FreeDigitalPhotosCreating Original contentMaintaining (content review cycle) Current , Redundant, Outdated ContentPublishing Push to web.AZZARDCONSULTING 24. Publishing & Content LifecycleWhat is the benefit to new product introduction?Time reduced to take product to market (due to content bottlenecks) New Surface Windows 8 Pro to purchase website.Photo from SpicaGames.AZZARDCONSULTING 25. Publishing & Content LifecycleHow can content quality be improved?Favorite Metric:Drop in number of errors in content. Tagging: outfit vs. welding kitOther Metrics:Decrease in content redundancy (also reducescost) Sales vs. MarketingDecrease in time necessary to respond to userfeedback, errors in content and/or changes topublished content. Alert to correction (spelling errors, etc.)AZZARDCONSULTING 26. Publishing & Content LifecycleHow can internal user satisfaction increase?Favorite Metric: Increase in internal organizational satisfaction due to better findability, ease of content creation, maintenance, etc.Survey Tool (Foresee)Other Metric: Number of users in organization using CMS.Ratio of users vs. total numberWhat is the ROI of robust localization processes? Reduction in localization costs due to streamlined CMS processesCost per word reduced for localized content. AZZARD CONSULTING 27. 6. Content Effectiveness 27 28. Content Effectiveness Focus on the content journey, content quality and overall fit for the user.TRIGGER WWW.COMPANY.COMIN-STORE1 As she approachesher local store, shereceives a push SMS notification on her Michelle, anphone, letting her know existingShe clicks the e-spot to about new accessories. customer, receives view more She clicks on a text message the product to view moreAs she adds to herMobile details.Entering the store, Webfrom retailer.favorites, 7Michelle is greeted byrecommended Ken, a sales associate.products become He has Michelleseven moreMobile favorites ready for her to relevant. Appview, which he pulled upon his tablet.2 34 5 6Tablet Web 8 9Michelle savesproduct to herMichelle has saved 6Using her iPad, MichelleUsing the salesfavorites and products to herTablet visits .com tofavorites. Michelle associate tablet, Ken continues to browse Applook for new products.updates her customer is able to pull up the product catalog.She notices an e-spot on sends her favorites toMichelles profile,the homepage for a the nearest retail where he accesses featured product that islocation. her store loyaltyDesktopher favorite brand. coupons.AZZARDCONSULTING 29. Content EffectivenessHow is content relevance measured to determine the most effective messages?Favorite Metric:A-B Test of one message versus another.Test two different value propositions, headlines or product images to see which performs the best. Shopping Cart Icon vs. Shopping Bag Iconvs. Image from BizzBuzzMedia. Image from Pixabay.AZZARDCONSULTING 30. Content EffectivenessHow is content relevance measured to determine the most effective message