Data informed content strategy (1) clare o'brien - confab

Data informed content strategy

Clare O’Brien, CDA
Confab, May 2011

1

The appeal of instant analytics can
obscure meaning and insight
Data informed content strategy | Clare O'Brien | © CDA, May 2011 2

• Who
• What
• Where
• When
• Why
• How

... and what do they think?

...What do we
make of the
wood and the
trees? 6
Courtesy of www.fearlessconsulting.co.uk

Insight n. 1. the capacity of
understanding hidden truths etc, esp.
of character or situations

Eye
Consumer Coolhunting
Search tracking Gap
logs data
analysis
Anecdotal
User evidence
Usability testing
testing Surveys
In-depth
interviews
Field
studies Qualitative
Quantitative
research
research Online
surveys Focus
groups
Panel data Google
Analytics
Keyword
analysis Buyer
Task Market
decision
analysis profiles
testing

Credit: Mapping the Mind by Rita Carter Chapter 2


Content strategists need to apply bi-
lateral analysis to the range of data
sources available to find insights.

Good strategy needs strong insights

Insight Conviction... & direction
CONTENT STRATEGY

SYNTHESIS
Certainty
Knowledge Understanding
REASONING
News
Information Facts
CONTEXT
Research
Data Traffic

DATA WITHOUT INSIGHT IS JUST
FALLOW LAND


Data is the growing
medium for your
insights


DEVELOPING CONTENT TO GENERATE
LOYALTY USING COMBINED SEARCH &
ANALYTICS DATA

Keywords can be key to understanding
content relevance... (and findability)

Keywords = intent
“Are we delivering the information that
people intended to find in a way that
turns them into customers?”
Arienne Holland, RavenTools


With thanks to Arienne Holland, RavenTools.com

Keywords are the key to understanding
content relevance... And findability

Learning to find patterns

Getting smart with custom
segments and goals

Finding insight by relating the
language of search with their
subsequent behaviours
Data informed content strategy | Clare O'Brien | © CDA, May 2011 www.raventools.com 17

ANALYTICS, CLICK DATA, A PLANNER’S
EYE & ITERATIVE APPROACH


Fluid approach, iterative changes produce
instant wins and long-term gain

With thanks to Hugh Gage of www.engage-Digital.com
19
Data informed content strategy | Clare O'Brien | © CDA, May 2011

Organised
content

Recognisable
content

Relevant
content

Prominent
offers


Data-informed content changes drive
immediate results: 3 weeks later
Change in onsite conversion rate
• Online bookings 22%

• Online brochure requests 157%

• Email request 95%

• Call back -2%
The above results delivered real revenue improvements at a
time when the recession has bitten hardest.


PINPOINTING STYLE AND STRUCTURE
CHANGES USING GA & SURVEYS


From dense texts... To text + image + space


Asking the audience who used
cushion keywords Interesting Enjoyable Useful Reason for
leaving
Looking for advise on cushion making 8 5 2 Not Left
How to make piped cushions 1 1 1 Got Info
PIPING ON CUSHION COVERS 4 4 4 Satisfied
have made cushions out of display curtains
and can't find very small toggle type buttons
to go through very small punched holes.
3 3 5 Not Left
i wanted to make a cushion cover to go in my
bedroom 3 4 2 Not Left
how to add piping to a cushion 1 1 1 Got Info
I want to make cushion covers 1 1 1 Got Info
Looking for cushion cover ideas. 4 4 4 Not Left
Wanted to make a cushion cover but didn't
know how. 3 2 1 Not Left
wanted to find some ideas for cushions 5 5 4 Bad Info
learn to make cushions. cannot find what i
want in the shops 1 2 2 Bad Info

How to make a cushion cover

How to add piping to a cushion

How to make cushions


Cushion and Salt dough learnings
Bounce does NOT =
disengagement
70-85% bounce rate but av time
spent on page 1:55sec

Insight: People like pictures and
spaced step-by-step structure


Combine search data and
analytics data to produce fresh
insights and inform new ways
of structuring and presenting
content to suit all audience
types – they all have value


Keywords are their words
• Salt dough narrow terms (‘recipe
for salt dough’) in and out
• Broad ‘salt dough Christmas
decorations’ 3-4 page views
Insight: people looking for ideas
more likely to explore; people
looking for an answer will still leave
even if satisfied

CHANGING THE BRAND BY READING &
UNDERSTANDING LONG TERM DATA


From dry bottoms to provider of
information and insight into
babies’ experience of baby
development


Learning to use new kinds of data to
create content-based relationships
BEFORE:
– Selling dry bottoms to millions
THEN:
– Followed Mums, learned about new behaviours,
listened, experimented, earned permission for
bigger role to help Mum facilitate her baby’s
development - iterated online voice & purpose
NOW:
– Understand perpetual and rapidly evolving nature
of interaction, growing the role of brand into
previously no-go territory: SIDS, UNICEF,
conversation, more fluid, more responsive...
MORE CONNECTED... More important

Thank you
Clare O’Brien, CDA

T: +44 20 8948 7636

M: +44 7850 922 076

Twitter: clareob

clare@webwordsworking.co.uk
www.webwordsworking.co.uk

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