how to create + evaluate content that influences results

Create + Evaluate Content with CLOUT

Colleen Jones

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 Why is digital so complicated now?

 What makes content influential?

 How do you evaluate whether content is influential?

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Not long ago…

website

users

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Today…

website facebook

twitter

youtube

microsite

microsite

mobile website

mobile phone apps

mobile tablet apps

blog

users

web ads

mobile ads

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Today…

 Technical support

 Customer service

 Marketing + sales

 Product experience

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Tomorrow?

users

car apps digital

signage internet TV

website facebook

twitter

youtube

microsite

microsite

mobile website

mobile phone apps

mobile tablet apps

blog

web ads

mobile ads

What’s driving this complexity?

Demand for content!

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Me want braaaains conteeeent!

It isn’t enough to have content.

You need influential content.

Is web content today…

A.  Reliable?

B.  Hit-or-miss?

C.  Unreliable?

65% of participants reported web content today is

“hit-or-miss” or “unreliable.”

U.S. Findings, Content + Credibility Study, 2012

Most Web Content

Content with Even a Little CLOUT

C

L

O

U

T

Worksheet A

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Read Sample A

C

L

O

U

T

redible

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References or Credible Affiliations

C

L

O

U

T

redible

ikeable

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Humor

C

L

O

U

T

redible

ikeable

utstanding or different

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Timely Hook for Evergreen Content

Pop Culture References

Creative Application

of CDC Perspective

C

L

O

U

T

redible

ikeable

utstanding or different

seful or relevant

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Tips + Advice

Explanation of Relevance

C

L

O

U

T

redible

ikeable

utstanding or different

seful

riggers attitude or action

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Fresh Perspective on Old Content

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Reciprocity

Calls to Action

How do you know whether your content influences?

By evaluating its results.

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NOPE, NEVER

Data will never tell you what to do.

1.  Measure quantitative.

2.  Measure qualitative.

3.  Connect to bigger result(s).

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“ Preparedness and public health are not the sexiest topics…we put out the same messages every year, and I wonder whether people even see those messages.

Dave Daigle Preparedness Communications, CDC

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Preparedness crashed the CDC server?

60,000 hits for 1 post in 1 day

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CLOUT Indicators

Quantitative Measures

•  Number of web + mobile visitors�•  Time on site�•  Downloads�•  Conversions�•  Number of calls or emails�

Qualitative Measures

Connection to Results

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Preparedness delighted visitors?

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Preparedness made headlines?

CLOUT Indicators

Quantitative Measures

•  Number of web + mobile visitors�•  Time on site�•  Downloads�•  Conversions�•  Number of calls or emails�

Qualitative Measures

•  Media mentions – number, frequency, + tone�•  Comments on social – number, frequency, � theme, + tone �•  References by other sites – number, tone�•  Comments in surveys – theme + tone�

Connection to Results

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“ The ultimate result….

I thought it would get more pickup if I used zombies ... but what we're seeing is incredible.

Dave Daigle Preparedness Communications, CDC

CLOUT Indicators

Quantitative Measures

•  Number of web + mobile visitors�•  Time on site�•  Downloads�•  Conversions�•  Number of calls or emails�

Qualitative Measures

•  Media mentions – number, frequency, + tone�•  Comments on social – number, frequency, � theme, + tone �•  References by other sites – number, tone�•  Comments in surveys – theme + tone�

Connection to Results

•  Awareness - The content reached a lot of � people.�•  Attitude - The content changed people’s � view of being ready for an emergency.�

CLOUT Indicators

Quantitative Measures

•  Number of web + mobile visitors�•  Time on site�•  Downloads�•  Conversions�•  Number of calls or emails�

Qualitative Measures

•  Media mentions – number, frequency, + tone�•  Comments on social – number, frequency, � theme, + tone �•  References by other sites – number, tone�•  Comments in surveys – theme + tone�•  Customer calls + emails – theme + tone�

Connection to Results

•  Action – Did people take preparation steps?�

EVALUATE CONTENT

Pick 1 new measure + how it will connect to your results.

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DON’T BE A CONTENT ZOMBIE.

Content + Credibility Study Phase 1 Report Available March 1

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