content intelligence: lessons learned with american cancer society and content science
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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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• 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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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 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
CO
MP
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CO
MP
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CO
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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