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SXSW Interactive 2014

The Data of Happiness: The ROI of Good Content

What is “good” content? The true measure of your content isn’t about traffic or likes or shares, it’s about how well you meet the needs of your audience and your business.

We’ll show you how data-driven content strategy can help you get to know your audience, create the content they want and provide ongoing value for them throughout the content and customer lifecycle.

Armed with a clear understanding of what you have, what you need and what your audience wants, you can avoid wasting time and resources on unnecessary or irrelevant content. We’ll show you how to use upfront and ongoing data analysis as a guide to focus your work on the topics, channels and messages that actually matter to your bottom line.

And that makes everybody happy.

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  1. How can data-driven content strategy actually help me save money and grow my business? Key research processes will help your team plan proactively for content that users find relevant, useful and shareable. When research drives your content engine, you have more time to create, optimize, measure and renew your content.
  2. How can I turn research data into content that is good for my users and my business? Quantitative and qualitative data tell a story about your audience, helping you understand their passions, pain points and goals. From there, you can focus your content work on the topics, formats and platforms that matter to your audience and your bottom line.
  3. How do I know which content is working and which content isn’t? Identify the statistics and stories that will help you understand how users actually experience your content and, more importantly, what they do with it. We’ll share ways to gather the data you need to understand the breadth and health of your content in the context of business goals and audience values.
  4. What can I do upfront to reduce the time and cost of developing content? Upfront research like content audits, customer personas and competitive analysis focus your work on content that has a meaningful impact on your bottom line. This research can also help you identify material already in your current library (or from sources outside your organization) that you can repost or repurpose to provide ongoing value at a fraction of the cost.
  5. How do I evaluate content on an ongoing basis to ensure that it’s leading to relevant, engaging user experiences? Regular research and evaluation lets you plan proactively for content that users find relevant, useful and shareable. Renewable research documents can help you identify what’s working, so you can create, share and reuse content that is truly engaging your audiences.



Clay Delk, Sr. Content Strategist, Volusion

Meta Information:

  • Tags: content, data
  • Event: Interactive
  • Format: Dual
  • Track: Content and Distribution
  • Track 2
  • Level: Intermediate
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