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Slides from my ConFab 2011 presentation: Data informed content strategy
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Data informed content strategy
Clare O’Brien, CDA
Confab, May 2011
1
The appeal of instant analytics can obscure meaning and insight
2Data informed content strategy | Clare O'Brien | © CDA, May 2011
• Who
• What
• Where
• When
• Why
• How
... and what do they think?3Data informed content strategy | Clare O'Brien | © CDA, May 2011
...What do we make of the
wood and the trees?
Courtesy of www.fearlessconsulting.co.uk6
Data informed content strategy | Clare O'Brien | © CDA, May 2011 7
Insight n. 1. the capacity of understanding hidden truths etc, esp. of character or situations
Usability testing
User testing
Surveys
Focus groups
Online surveys
In-depth interviews
Google Analytics
Market profiles
Consumer data
Quantitative research
Qualitative research
Field studies
Anecdotal evidence
Task analysis
Gap analysis
Search logs
Keyword analysis Buyer
decision testing
Eye tracking
Coolhunting
Panel data
8Data informed content strategy | Clare O'Brien | © CDA, May 2011
Credit: Mapping the Mind by Rita Carter Chapter 2
9Data informed content strategy | Clare O'Brien | © CDA, May 2011
Data informed content strategy | Clare O'Brien | © CDA, May 2011 10
Content strategists need to apply bi-lateral analysis to the range of data sources available to find insights.
Facts
News
Research
Traffic
Insight
Knowledge
Information
Data
CONTEXT
REASONING
SYNTHESIS
CO
NTE
NT
STR
ATE
GY
Certainty
Understanding
Conviction... & direction
Good strategy needs strong insights
11Data informed content strategy | Clare O'Brien | © CDA, May 2011
DATA WITHOUT INSIGHT IS JUST FALLOW LAND
12Data informed content strategy | Clare O'Brien | © CDA, May 2011
Data is the growing medium for your
insights
13Data informed content strategy | Clare O'Brien | © CDA, May 2011
DEVELOPING CONTENT TO GENERATE LOYALTY USING COMBINED SEARCH & ANALYTICS DATA
14Data informed content strategy | Clare O'Brien | © CDA, May 2011
Keywords can be key to understanding content 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, RavenTools
15Data informed content strategy | Clare O'Brien | © CDA, May 2011
With thanks to Arienne Holland, RavenTools.com
16Data informed content strategy | Clare O'Brien | © CDA, May 2011
Keywords are the key to understanding content 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 behaviours
www.raventools.com17Data informed content strategy | Clare O'Brien | © CDA, May 2011
ANALYTICS, CLICK DATA, A PLANNER’S EYE & ITERATIVE APPROACH
18Data informed content strategy | Clare O'Brien | © CDA, May 2011
Fluid approach, iterative changes produce instant wins and long-term gain
With thanks to Hugh Gage of www.engage-Digital.com
19Data informed content strategy | Clare O'Brien | © CDA, May 2011
Organised content
Recognisable content
Relevant content
Prominent offers
20Data informed content strategy | Clare O'Brien | © CDA, May 2011
Data-informed content changes drive immediate 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.
21Data informed content strategy | Clare O'Brien | © CDA, May 2011
PINPOINTING STYLE AND STRUCTURE CHANGES USING GA & SURVEYS
22Data informed content strategy | Clare O'Brien | © CDA, May 2011
Data informed content strategy | Clare O'Brien | © CDA, May 2011 23
From dense texts... To text + image + space
Asking the audience who used cushion keywords
Interesting Enjoyable Useful Reason for leaving
Looking for advise on cushion making 8 5 2 Not Left
How to make piped cushions 1 1 1 Got Info
PIPING ON CUSHION COVERS 4 4 4 Satisfied
have made cushions out of display curtains and can't find very small toggle type buttons to go through very small punched holes.
3 3 5 Not Left
i wanted to make a cushion cover to go in my bedroom 3 4 2 Not Left
how to add piping to a cushion 1 1 1 Got Info
I want to make cushion covers 1 1 1 Got Info
Looking for cushion cover ideas. 4 4 4 Not Left
Wanted to make a cushion cover but didn't know how. 3 2 1 Not Left
wanted to find some ideas for cushions 5 5 4 Bad Info
learn to make cushions. cannot find what iwant in the shops 1 2 2 Bad Info
24Data informed content strategy | Clare O'Brien | © CDA, May 2011
How to make a cushion cover
How to add piping to a cushion
How to make cushions
25Data informed content strategy | Clare O'Brien | © CDA, May 2011
Cushion and Salt dough learnings
Bounce does NOT = disengagement70-85% bounce rate but av time spent on page 1:55sec
Insight: People like pictures and spaced step-by-step structure
26Data informed content strategy | Clare O'Brien | © CDA, May 2011
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 value
27Data informed content strategy | Clare O'Brien | © CDA, May 2011
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 viewsInsight: people looking for ideas more likely to explore; people looking for an answer will still leave even if satisfied
28Data informed content strategy | Clare O'Brien | © CDA, May 2011
CHANGING THE BRAND BY READING & UNDERSTANDING LONG TERM DATA
29Data informed content strategy | Clare O'Brien | © CDA, May 2011
From dry bottoms to provider of information and insight into babies’ experience of baby development
30Data informed content strategy | Clare O'Brien | © CDA, May 2011
Learning to use new kinds of data to create 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 important31Data informed content strategy | Clare O'Brien | © CDA, May 2011
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.uk32Data informed content strategy | Clare O'Brien | © CDA, May 2011
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