Measuring Content Strategy ROI: What, Why and How to Present It (Workshop- Addiitonal Fee Required)

Speaker
, Founder


Description
With digital books and media, we now have an incredible amount of data at our disposal. And yet, many organizations lack the ability to effectively understand what is working, and more importantly: WHY. This workshop presents effective strategies and tactics to determine the return on investment of your content strategy, and how to use analytics proactively to lead to action that moves your business forward.
 
This workshop will help you learn:

  • How to use analytics proactively, answering the question of not just “how did we do,” but “what did we learn - what action can we take?”
  • How to integrate your understanding of analytics across digital channels such as website, email, and social media.
  • How to determine which tactics provides a positive return on investment of your time and money.
  • How to determine audience engagement, not just audience size.
  • How to save campaigns that aren’t producing results, by leveraging analytics to make corrective actions.
  • How to use the process of iteration - finding success with minimal investment, and replicating what works, and tossing out what doesn’t.
  • How to best use and communicate the insights analytics provides, for the most powerful impact across your organization.

 
You will walk away with the following:
 
  • An understanding of how to setup marketing and content funnels that tell you - specifically - what is working, and which channels are most effective.
  • The best ways to leverage Google Analytics for your cross-channel content and marketing campaigns. (many of the concepts that are taught are applicable to other analytics software)
  • How to effectively communicate what the data is telling you as a clear story that illustrates your audiences preferences and behavior.
  • An understanding of social media analytics tools.
  • How to run A/B tests for your branding messages and online content to determine which produces results. 

This workshop will focus on the strategies and tactics which editors, agents, authors and marketers can use to develop a better business case for their content strategy.