CONTENT INTELLIGENCE - Health Sciences .CONTENT INTELLIGENCE Dream Big, ... MARKETING: Positioning

download CONTENT INTELLIGENCE - Health Sciences .CONTENT INTELLIGENCE Dream Big, ... MARKETING: Positioning

of 38

  • date post

    18-Jul-2018
  • Category

    Documents

  • view

    212
  • download

    0

Embed Size (px)

Transcript of CONTENT INTELLIGENCE - Health Sciences .CONTENT INTELLIGENCE Dream Big, ... MARKETING: Positioning

  • 1 2017 Content Science

    CONTENT INTELLIGENCE Dream Big, Start Small, See Impact

    COLLEEN JONES @leenjones l content-science.com

  • 18 2017 Content Science

    THE CONTENT INTELLIGENCE PROCESS

    Collect + Analyze

    2

    3 Interpret + Act

    Ask 1

  • 19 2017 Content Science

    HOW NOT TO START

    DROWNING YOURSELF IN THE DATA

  • 31 2017 Content Science

    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

    31

    DATA COLLECTION FROM MULTIPLE SOURCES

    2 COLLECT + ANALYZE

  • 35 2017 Content Science

    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.

  • 36 2017 Content Science

    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

  • 37 2017 Content Science

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

  • 44 2017 Content Science

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

    Do at least one of the following

    CONFIRM +

    CONTINUE

    ADJUST OR

    OPTIMIZE STUDY

    FURTHER

  • 45 2017 Content Science

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

    ADJUST + OPTIMIZE

  • 46 2017 Content Science

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

    ADJUST + OPTIMIZE

  • 47 2017 Content Science

    STUDY FURTHER ROAD TO RECOVERY PROGRAM

    BEFORE 1 page for all audiences

  • 48 2017 Content Science

    AFTER Content tailored to patients +

    volunteers

    STUDY FURTHER ROAD TO RECOVERY PROGRAM

    BEFORE 1 page for all audiences

  • 54 2017 Content Science

    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

  • 23

    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

  • 37

    Dimensions Help Identify Specific Questions

    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

    Dimensions Help Identify Specific Questions

    GOALEXPERTISE: Promote Innovation

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

    CONT

    ENT

    DIM

    ENSI

    ON

  • 4

    Dimensions Help Identify Specific Questions

    GOALEXPERTISE: Promote Innovation

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

    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

    Dimensions Help Identify Specific Questions

    GOALEXPERTISE: Promote Innovation

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

    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?

    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

    Dimensions Help Identify Specific Questions

    GOALEXPERTISE: Promote Innovation

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

    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?

    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.

  • 9

    Example Data Gathering: Media Monitoring

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

  • 10

    Example Data Gathering: Media Monitoring

    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

    Questions Drive Measured Metrics

    EXPERTISE: Perception Is our research considered authoritative and useful by our audience? Does our content help to portray our organization po