how to create + evaluate content that influences results
DESCRIPTION
Results. Everyone wants them from digital content, whether to boost sales, advance a cause, or save on customer service costs. But how do you create content that influences results? And how do you evaluate whether your content efforts are working? This workshop, based on the best-selling book Clout: The Art and Science of Influential Web Content, will help you answer those questions so your content is intelligent and influential.TRANSCRIPT
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Create + Evaluate Content with CLOUT
Colleen Jones
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content science © copyright 2011. all rights reserved. 3
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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content science © copyright 2011. all rights reserved. 5
Today…
website facebook
youtube
microsite
microsite
mobile website
mobile phone apps
mobile tablet apps
blog
users
web ads
mobile ads
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content science © copyright 2011. all rights reserved. 6
Today…
Technical support
Customer service
Marketing + sales
Product experience
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content science © copyright 2011. all rights reserved. 7
Tomorrow?
users
car apps digital
signage internet TV
website facebook
youtube
microsite
microsite
mobile website
mobile phone apps
mobile tablet apps
blog
web ads
mobile ads
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What’s driving this complexity?
Demand for content!
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Me want braaaains conteeeent!
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It isn’t enough to have content.
You need influential content.
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Is web content today…
A. Reliable?
B. Hit-or-miss?
C. Unreliable?
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65% of participants reported web content today is
“hit-or-miss” or “unreliable.”
U.S. Findings, Content + Credibility Study, 2012
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Most Web Content
Content with Even a Little CLOUT
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C
L
O
U
T
Worksheet A
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Read Sample A
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C
L
O
U
T
redible
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References or Credible Affiliations
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C
L
O
U
T
redible
ikeable
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Humor
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C
L
O
U
T
redible
ikeable
utstanding or different
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content science © copyright 2011. all rights reserved. 21
Timely Hook for Evergreen Content
Pop Culture References
Creative Application
of CDC Perspective
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C
L
O
U
T
redible
ikeable
utstanding or different
seful or relevant
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Tips + Advice
Explanation of Relevance
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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
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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.
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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?
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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
• 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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content science © copyright 2011. all rights reserved. 36
“ 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
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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
• 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.�
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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
• 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?�
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EVALUATE CONTENT
Pick 1 new measure + how it will connect to your results.
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DON’T BE A CONTENT ZOMBIE.
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