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Lessons Learned in Content Intelligence

Melinda Baker Web Marketing Director American Cancer Society

Colleen Jones, CEO Content Science

@leenjones

#AMAanalytics

Our Goals Today

The Situation The Solution: Content Intelligence

TOP 4 Lessons Learned

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The Society faced an opportunity to widen + deepen its impact through content.

•  Content marketing is a trend that has proven to work.

•  Spreading “truth and knowledge” is part of the Society’s DNA.

The Situation: Modernizing the Society’s Marketing

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CHALLENGE Shifting from a print-first mindset

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•  Publishing silos had little strategic + tactical oversight; technology constraints reinforced silos.

•  Migrating website to new platform intensified pressure to take a strategic + integrated approach to content.

The Situation: Modernizing the Society’s Marketing

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MEDICAL SME SILO

MARKETING SILO

MEDICAL SME SILO

MARKETING SILO

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Our Goals Today

The Solution: Content Intelligence

The Situation

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Content intelligence represents the systems + software that transform business + content data into actionable insights for content strategy + tactics with impact.

Colleen Jones What Is Content Intelligence?

Content Science Review review.content-science.com

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WEB / CHANNEL

ANALYTICS

CONTENT SURVEY

DATA

CUSTOMER INQUIRIES + SENTIMENT

BUSINESS METRICS

Insight + Action Content ROI Content Effectiveness Content Value

Customer Insight Prediction

Analysis + Interpretation Ask Content Questions Mine for Answers Triangulate Data

To yield useful insight, a CI system must collect multiple sources of data + execute analyses focused on content.

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The Society invested in training to shift mindsets + start bridging silos for content + data.

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SOLUTION The Content Intelligence Factor

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SOLUTION The Content Intelligence Factor

My team got a lot out of the custom training. They appreciated the data that Content Science was able to provide.

A number of them said they had never thought about our content in this way, so the training definitely opened their eyes to that usage. They also said they would have liked more time to work on the content exercises. To me, that’s a great sign!

Eleni Berger Managing Director, Content

American Cancer Society

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SOLUTION The Content Intelligence Factor

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The Society deepened its use of web analytics…

Quitting Smoking Content •  High page views

•  High bounce rate •  Good or bad?

…and realized web analytics were not enough.

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SOLUTION The Content Intelligence Factor

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The Society invested in tools to fill data gaps + find root causes.

Content

GOOGLE ANALYTICS

OPTIMIZELY

HOT JAR SURVEYS + INQUIRIES

CONTENT WRX

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contentwrx.com 13

SOLUTION The Content Intelligence Factor ContentWRX collects data, applies an algorithm, + creates a score that serves as a content effectiveness KPI.

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Our Goals Today

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TOP 4 Lessons Learned

The Solution: Content Intelligence

The Situation

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LESSON 1 Bridge Silos by Sharing Data with Content Teams + Stakeholders

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LESSON 2 Take Time to Triangulate the Right Data

Survey Result

Triangulation fosters conversation + boosts confidence.

Result

2,000 Users 5,000+ Users

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Navigation Index Organization of site

Navigation Options

Layout of Site

Number of Clicks

75 85

82 83

82

Overall, Navigation is highly rated with an index score of 82. The biggest area of improvement is number of clicks it takes visitors to get where they want on the site.

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LESSON 3 If You Don’t Act, You Might As Well Have No Content Intelligence Let content intelligence inform strategic priorities + tactics.

LESSON 4 Content Intelligence Gives “Small” Content Decisions Big Impact: Road to Recovery

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BEFORE 1 page for all audiences

LESSON 4 Content Intelligence Gives “Small” Content Decisions Big Impact: Road to Recovery

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BEFORE 1 page for all audiences

AFTER Content tailored to patients + volunteers

BONUS Content Intelligence Reveals Hard-to-Detect Problems

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When promoting Road to Recovery, the numbers didn’t match up. Further investigation revealed a hard-to-detect bug.

X LEADS

Y SUBMIT

Z CAPTURED

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NEXT STEPS A System of Good Content Intelligence Habits

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MONTHLY  DATA REVIEW

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MP

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MP

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MP

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Q1 ROLL UP Q2 ROLL UP Q3 ROLL UP Q4 ROLL UP

BEFORE / AFTER

COMPARISON

CONTENT REIMAGINING + MIGRATION

BEFORE / AFTER

COMPARISON

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QUESTIONS?

Melinda Baker Web Marketing Director American Cancer Society

Colleen Jones, CEO Content Science

@leenjones

content-science.com contentwrx.com

cancer.org