Maximizing Your Return on Content
Organizations publish a LOT of content
What don’t we publish??
Content is the way our work is manifested in the world
Why?
Just because…..
Because.....
If you don’t know what you’re going for, how will you know whether you’re succeeding?
Return on Content
3 pieces of information
Identifying the Goal
Effective content has a goal
What is a true goal?
Balancing Goals & Needs
Remember the content landscape
Content goals
Other content goals
Other content goals
Deliberative vs. Transactional Content
Not everything that counts can be counted, and not everything that can be counted counts.
5 Whys
Keep asking “why”
The real goal is in there somewhere
The moment of publication is the wrong time to ask “why”
Making the goal measurable
How will you know it’s successful?
Answer the right questions
Efficiency ≠ Effectiveness
A case study: National Retail Federation
Turning goals into KPIs
Some considerations
Download this worksheet: http://bit.ly/return-on-content-sheet
Doing the measuring
Measure, tweak, repeat
A plan
Next steps
Resources
Return on Content