Data Sets You Free: Analytics for Content Strategy

A presentation at Confab Central 2013 in June 2013 in Minneapolis, MN, USA by Jonathon Colman

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Jonathon Colman
@jcolman

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The value of content strategy is hard to measure and even harder to forecast. For many content strategists, the hardest part of the job isn’t even the content strategy work itself! It’s getting your hands untied so that you can help the organization or client take action.

Data is what sets you free. By learning how to tell the story of your content and audience with data, you’ll be able to move onward from just TALKING about content strategy to actually DOING it!

Included in this Content Strategy presentation:

WHAT data and analytics mean for our content as well as to our partners, colleagues, and clients
WHY content strategists should value and use data and analytics in their work
HOW to use the Excellent Analytics plug-in for Microsoft Excel to automate the inclusion of Google Analytics data in a content audit (no more cutting and pasting!)
HOW to use conditional formatting in Microsoft Excel to make opportunities for improving content pop
HOW to visualize and format data and analytics as you report out the results of your content strategy work, including 8 key learnings from Edward Tufte.

If you’re ready to start using more data in your content strategy work, then this presentation includes actionable tactics, tools, and links to more information. Remember: you are what you measure - so start measuring the impacts of your work now!

Resources

The following resources were mentioned during the presentation or are useful additional information.

200+ free Content Strategy resources

I’ve collected over two hundred of the best content strategy resources. My goal is to make it easy for you to learn about the field of content strategy, find content strategists and blogs to follow, and, hopefully, start contributing to our community.

Buzz and feedback

Here’s what was said about this presentation on social media.

Data Sets You Free: Analytics for Content Strategy http://t.co/Dmj8K2VDiJ My epic, 183-slide talk at #ConfabMN.
— Jonathon Colman (@jcolman) June 4, 2013
“To others, we are what we measure.” @jcolman #confabmn
— Sarah Krznarich (@krznarich) June 4, 2013
Create segment content and test it. Preach! @jcolman #ConfabMN
— Meghan James (@MeghanJamesPHX) June 4, 2013
OH MY GOD THAT SLIDE HAD STAR TREKS ON IT @jcolman /cc @tubes #confabmn
— Everyday IA dot com (@redsesame) June 4, 2013
"If you can't tell your story with data your hands are tied" @jcolman helping content peeps embrace data literacy at #confabMN
— Alicia DoughertyWold (@aaliciaa) June 4, 2013
Embarassing admission -- @jcolman talking about live data via Excellent Analytics just made this whole conference worth it. #confabMN
— katiedel (@katiedel) June 4, 2013
Man @jcolman just crushed it. I might have to add some more slides #confabmn
— MyCool King (@iPullRank) June 4, 2013
Data does not speak for itself. It requires analysis. #confabMN @jcolman
— Steve Fisher (@hellofisher) June 4, 2013
*Fantastic* session on driving strategy with data by @jcolman. http://t.co/GXpq65a7fb #confabmn
— Actually, (@eaton) June 4, 2013
Did you miss @jcolman's heroic guide to content strategy and analytics at #ConfabMN? GET EPIC http://t.co/bS9rOS7bb1 pic.twitter.com/d5z5YMVzqh
— Misty Weaver (@meaningmeasure) June 4, 2013
Data literacy is a core content strategy skill. @jcolman #confabmn
— melissarach (@melissarach) June 4, 2013
Just download this whole, darn thing. RT @jcolman: Data Sets You Free: Analytics for Content Strategy http://t.co/2aobzyW0C9 #ConfabMN.
— melissarach (@melissarach) June 4, 2013
Solid tactics hiding in here plus a great concept: "Data Sets You Free: Analytics for Content Strategy" by @jcolman http://t.co/2R6NaPDiS6
— Kane Jamison 🍍 (@KaneJamison) June 4, 2013
FANTASTIC session by @jcolman on data. I don’t think I’m dreading analytics anymore. Slide deck: http://t.co/KLpTHpYeEB #ConFabMN
— A. J. Hackwith is recruiting librarians for Hell (@ajhackwith) June 4, 2013
Data sets you free! ( http://t.co/o2tnktEZxA ) @jcolman takes the stage at #ConfabMN pic.twitter.com/KQepbM4o92
— Anna Bloom (@annabloom) June 4, 2013
Not some of them...ALL OF THEM! @jcolman #ConfabMN pic.twitter.com/XF6zeVxbCS
— Matt Moore (@mooreux) June 4, 2013
Epic is Jon Colman's middle name: Analytics How-to for Content Strategy http://t.co/q8v13YpUJd @jcolman #confabMN
— Content Insight (@content_insight) June 4, 2013
Bookmark this >> RT @jcolman: Data Sets You Free: Analytics for Content Strategy http://t.co/7GxyzxbCJ8 My epic,183-slide talk at #ConfabMN.
— Kieran Flanagan (@searchbrat) June 4, 2013
Data Sets You Free - Confab 2013 by @jcolman on @slideshare #confab #confab2013 http://t.co/7AmPlWfPgq > Inspiring presentation!
— Aleyda Solis (@aleyda) June 4, 2013
Data Sets You Free: Analytics for Content Strategy - Confab 2013 http://t.co/6DalbIfojj Good stuff from @jcolman
— Ian Lurie (@portentint) June 4, 2013
I'm gonna go ahead and call it: @jcolman for mayor of #confabmn! Fantastic preso on data & content.
— Madeline Van Tassel (@maddybvt) June 4, 2013
Data Sets You Free: Analytics for Content Strategy - Confab 2013 by @jcolman on @slideshare #confab #confab2013 http://t.co/529LeFYUtW
— Ben Yoskovitz (@byosko) June 4, 2013
Content nerds, need a quick intro to data analytics? (Hint: you do.) @jcolman's got you covered: http://t.co/hGAbYHvaRa #confabmn
— Sarah Goelitz (@SarahGoelitz) June 4, 2013
I think @jcolman just changed content audits for me forever. Amazing.
— Desirae Odjick (@desiraeo) June 4, 2013
Ready to geek out on "Data Sets You Free: Building the Content-Driven Org" with @jcolman at #confabmn #goc.
— Denise Eisner (@2denise) June 4, 2013
@jcolman @SearchWookie Whoooa! That's the best reference I've ever heard before! If asked what the secret of #contentstrategy is say "42."
— Zacry Fox (@z_vulpes) June 4, 2013
Preview of my #confabmn talk on analytics-driven content strategy. pic.twitter.com/iPiHG0otSm
— Jonathon Colman (@jcolman) June 3, 2013

Data Sets You Free: Analytics for Content Strategy

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Resources

200+ free Content Strategy resources

Buzz and feedback