CONTENT INTELLIGENCE - Health Sciences · CONTENT INTELLIGENCE Dream Big, ... MARKETING: Positioning Digital Magazine ... difference to consumer sales for IHG

1 ©2017 Content Science

CONTENT INTELLIGENCE Dream Big, Start Small, See Impact

COLLEEN JONES @leenjones l content-science.com


THE CONTENT INTELLIGENCE PROCESS

Collect + Analyze

2

3 Interpret + Act

Ask 1


HOW NOT TO START

DROWNING YOURSELF IN THE DATA…


WEB / CHANNEL

ANALYTICS

CONTENT SURVEY DATA

CUSTOMER INQUIRIES + SENTIMENT

BUSINESS METRICS

Ins ight + Act ion C o n t e n t R O I C o n t e n t E f f e c t i v e n e s s C o n t e n t Va l u e

C u s t o m e r I n s i g h t P r e d i c t i o n

Analys is + Interpretat ion A s k C o n t e n t

Q u e s t i o n s M i n e f o r A n s w e r s

T r i a n g u l a t e D a t a

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DATA COLLECTION FROM MULTIPLE SOURCES

2 COLLECT + ANALYZE


2 COLLECT + ANALYZE TIPS FOR GATHERING THE RIGHT DATA EFFICIENTLY

"  Focus on data that inform answers to your questions, not all data or vanity metrics.

"  Strive for a consistent, systematic approach.

"  Rely on quantitative data when possible.

"  Use more than behavioral analytics and tools for evaluation.

"  Pick data collection tools strategically.


MARKETING: Positioning Digital Magazine

Goal is to raise awareness and position with midsize businesses

REACH DID OUR CONTENT ATTRACT MIDSIZE BUSINESSES? • Number of visitors for the month / quarter • Percentage of those visitors who work for midsize businesses

ENGAGEMENT

WHAT DID MIDSIZE BUSINESSES DO WITH OUR CONTENT? • Average time spent on the site for the month / quarter • Average number of page views for the month / quarter • Average number of shares per article, video, or content type for the month / quarter • Number of repeat visitors for the month / quarter

PERCEPTION

DID OUR CONTENT CHANGE HOW MIDSIZE BUSINESSES VIEW OUR EXPERTISE? • Percentage of visitors who view the website as a trusted source of content to help their business • Percentage of visitors who view our company as midsize business experts

GOALDIM

ENSION


2 COLLECT + ANALYZE PICK TOOLS THAT GIVE A MIX OF QUANTITATIVE DATA


3 INTERPRET + ACT: SO WHAT DO WE DO ABOUT IT?

Do at least one of the following…

CONFIRM +

CONTINUE

ADJUST OR

OPTIMIZE STUDY

FURTHER


Optimizing photos made a statistically significant difference to consumer sales for IHG.

ADJUST + OPTIMIZE


Optimizing photos made a statistically significant difference to consumer sales for IHG.

ADJUST + OPTIMIZE


STUDY FURTHER ROAD TO RECOVERY PROGRAM

BEFORE 1 page for all audiences


AFTER Content tailored to patients +

volunteers

STUDY FURTHER ROAD TO RECOVERY PROGRAM

BEFORE 1 page for all audiences


Is the result worth the cost to achieve it?

•  Did the increase in sales recoup the costs and more of the content marketing?

•  Was producing and maintaining the marketing / sales content cheaper than a traditional ad campaign?

•  Did evergreen marketing content provide repeatable value (e.g. longer shelf life) vs a temporary ad campaign?

•  Can the content be reused throughout the customer lifecycle (marketing, service, support)? Did the content reduce support costs or customer churn?

•  Did the marketing content increase the effectiveness of in-store or in-person sales?

3 INTERPRET + ACT: CONNECT TO ROI

1

Framework for Evaluating Content Effectiveness

GOAL

CONT

ENT

DIM

ENSI

ON

2

Goals Drive Dimension Priority

EXPERTISEPromote Innovation

FUNDRAISINGGuided Selling

ENROLLMENTDrive Applications

Awareness Engagement Comprehension

Perception Perception Efficiency

Engagement Conversion Conversion

GOAL

CONT

ENT

DIM

ENSI

ON

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Dimensions Help Identify Specific Questions

GOAL

FUNDRAISING: Guided SellingOngoing Communication with Potential DonorsGoal is to secure financial backing for grants, legislation, etc.

Engagement• Are potential donors engaging with content that helps educate

them about the value of donating to our organization?• Are potential donors aware of the research being done by our

organization?

Perception• Does our content help potential donors perceive our organization

positively?• Does our content influence customers to learn more about ways to

donate?

Conversion• Are users donating to our organization?• How can content consumed by new donors inform our content

strategy?

CONT

ENT

DIM

ENSI

ON

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GOAL

ENROLLMENT: Drive ApplicationsOutreach and Admissions

Goal is to attract best and brightest potential students.

Comprehension

• Are potential students engaging with content that helps educate them about the value of attending our institution?

• Are potential students aware of the programs offered at our institution?

• Do potential students understand what kind of experience to expect at our institution?

Efficiency• Is the application process clear to all potential students?• Does the admissions content facilitate easy application to our

organization?

Conversion• Are students applying to our organization?• How can content consumed by new applicants inform our content

strategy?

CONT

ENT

DIM

ENSI

ON

3


GOALEXPERTISE: Promote Innovation

Ongoing Updates to Website, PressGoal is to continually strengthen perceptions and highlight research

CONT

ENT

DIM

ENSI

ON

4




Awareness• Is our research, innovation, and press content being viewed on our

website?• Are our innovations and research being covered by media?• Is our content being mentioned or shared on social media?

CONT

ENT

DIM

ENSI

ON

5






Perception • Is our research considered authoritative and useful by our audience?• Does our content help to portray our organization positively?

CONT

ENT

DIM

ENSI

ON

6






Perception • Is our research considered authoritative and useful by our audience?• Does our content help to portray our organization positively?

Engagement• Are users looking for more of our content after viewing research

articles?• Do users return to our site for further research?

CONT

ENT

DIM

ENSI

ON

7

Questions Drive Measured Metrics

EXPERTISE: Awareness• Is our research, innovation, and press content being viewed on our website?• Are our innovations and research being covered by media?• Is our content being mentioned or shared on social media?

Content Analytics PR Analytics Social Media Monitoring

• Total Views/Logins• New Visitors• Content Views/Session• Most Popular Content• Internal Searches (not just

Terms – most clicked-on content)

• Overall mentions• Mentions from Top-Tier

sources• Media Reach

• Social Amplification• Overall mentions• Influencer Mentions• Post Reach

*All data sources for example purposes only

8

Example Data Gathering: Media Monitoring

• There are a number of tools available to monitor media mentions, using detailed search queries to generate “hit” lists.

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• Many of these tools also allow you to create dashboards to visualize and segment this data easily.

10


Example considerations in choosing the appropriate media monitoring tool:• Volume of Queries

• Ability to Create Media Lists – Top Publications, Authors

• Segmentation – How Can the Data be Filtered?

• Competitive Analysis

• Ability to Visualize Trends

• Sentiment Analysis

• Ability to Export Data

11


EXPERTISE: Perception• Is our research considered authoritative and useful by our audience?

• Does our content help to portray our organization positively?

Content Analytics Voice of Customer PR & Social Sentiment Analysis

• Volume and Ratio of

Positive/Neutral/Negative

mentions

• Sentiment Trends

• Sentiment toward specific

content


• Dimensions of Content

Effectiveness

• Micro-engagements, such as

scrolling, etc.

• Content-specific feedback

from actual customers

• Satisfaction survey that

captures feedback from

customers viewing content

12

Example Data Gathering: Social Media Monitoring

• There are a number of tools available to collect the social reach of your content beyond the analytics offered by social media networks.

13


• These tools also use filters to cut through the noise and show you only the mentions with the most impact for your brand.

• Users can also create dashboards to visualize data easily.

14


Example considerations in choosing the appropriate social media monitoring tool:• Volume of Queries

• Ability to Create Author/Influencer Lists – By Topic

• Segmentation – How Can the Data be Filtered?

• Competitive Analysis

• Ability to Visualize Trends

• Sentiment Analysis

• Custom Metrics

• Ability to Export Data

15


EXPERTISE: Engagement• Are users looking for more of our content after viewing research articles?• Do users return to our site for further research?• Is our content contributing to the academic community?

Web Analytics Citation Tracking

• Pages/Visit• Retention Rates• Frequently Viewed Content in

High-Engagement Sessions


• Number of citations• Citations in Top-Tier

publications

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Example Data Gathering: High-Engagement Sessions

• Using your web analytics tool, you can determine what the most highly-engaged visits to your website look like.

17


• You can then create a web segment to view analytics focused only on those sessions.

• Note: You may want to exclude content commonly viewed when users are unsure of where to find the right content.

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• You can then use the Top Pages report to see the most commonly viewed content

• You can also see the most commonly viewed content at various stages in the session using either page flows or your custom variables

• You can also use visitor paths to see the top sequences of content viewed.

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ENROLLMENT: Comprehension• Are potential students engaging with content that helps educate them about the value

of attending our institution?• Are potential students aware of the programs offered at our institution?• Do potential students understand what kind of experience to expect at our institution?

Content Analytics Voice of Customer


• Visitor Paths• Most Popular Content• Dimensions of Content

Effectiveness• Micro-engagements, such as

scrolling, etc.

• Content-specific feedback from actual students

• Satisfaction survey that captures feedback from customers during/after evaluation/application process

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ENROLLMENT: Efficiency• Is the application process clear to all potential students?

• Does the admissions content facilitate easy application to our organization?

Cart Analytics Content Analytics Voice of Customer


• Users beginning application

process

• Conversion & abandonment

rates

• Resumed applications

• Help requests

• Visitor Paths

• Most Popular Content

• Dimensions of Content

Effectiveness

• Micro-engagements, such as

scrolling, etc.

• Content-specific feedback from

actual applicants

• Satisfaction survey that

captures feedback from

customers during/after

application process

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Example Data Gathering: Cart Analytics

• Cart conversion funnels allow e-commerce sites to define their checkout process, then report on conversion and abandonment rates at various steps along the way.

• Even if your application process can’t be configured as an actual cart, these same principles can be applied.

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Example Data Gathering: Cart Analytics

• Use the Page Flow report to look at your application pages. Where are users most commonly abandoning the application process? Where are they most commonly turning to help or support content?

• Ask why applicants abandon the process. Is the content confusing? Is there a technical error that needs to be addressed? Take a look at both the content itself and the users abandoning the process to see if there are unusual characteristics that might reveal a problem.

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Questions Drive Measured MetricsENROLLMENT: Conversion

• Are students applying to our organization?• How can content consumed by new applicants inform our content strategy?

Application Data Marketing Attribution


• Conversion Funnels• Marketing Attribution

• New Applicants

ApplyWeb

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CONTENT INTELLIGENCE - Health Sciences · CONTENT INTELLIGENCE Dream Big, ... MARKETING: Positioning Digital Magazine ... difference to consumer sales for IHG