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Contently Methodology
MAY 11, 2016
contently.com
2
Webinar Host
Editor-in-Chief, Contently
@joelazauskas
lazer@contently.com
Joe Lazauskas
3
Webinar Host
Strategic Advisor and ?
Research Analyst
@lieblink
rebecca@rebeccalieb.com
Rebecca Lieb
4
Webinar Host
Lead Content Strategist, Contently
@arikepnes
akepnes@contently.com
Ari Kepnes
Content ?
Methodology:
A Best Practices ?
Report
6
I.
Content Methodology:
A De?nition
Content methodology is a process to continuously
improve the e?ectiveness of a company’s content
across the enterprise.
A content methodology exists when an organization
establishes speci?c, well-de?ned objectives and key
performance indicators (KPIs) for content marketing,
and embraces a culture of constantly learning and
iterating through each round of publishing.
7
Content methodology focuses on
three key components:
Content Methodology: A De?nition
connect
Engage with target ?
audiences in the channels ?
and media formats where
they spend time.
create
Create the most ?
e?ective content ?
possible based on ?
available data.
optimize
Consistently optimize the
content creation and
connection processes based
on performance against
clearly de?ned KPIs.
8
II.
Why a Content Methodology ?
Is Needed
Seventy percent of marketers are planning on
creating more content this year than last.
Yet roughly two-thirds of marketers create ?
content without any documented strategy, ?
and over half don’t know what a successful ?
content program looks like.
9
Without clear objectives,
measurement is irrelevant. ?
And it’s impossible to know ?
whether content has made ?
any impact whatsoever.
Why a Content Methodology Is Needed
10Why a Content Methodology Is Needed
a. ?
An Increasingly Competitive ?
Content Landscape
To compete, organizations must adopt an ?
always-on approach to building relationships ?
with their audience—and improving those
relationships each day.
11Why a Content Methodology Is Needed
Time spent with digital media:
? 49 percent increase over the last two years
? 90 percent increase on mobile
Organizations must understand:
? The digital spaces where their target audiences
consume content
? The content formats, topics, and contributors that
will resonate with those audiences
b. ?
Channel and Media Proliferation
12Why a Content Methodology Is Needed
c. ?
Opportunities for ?
Continuous Improvement
Advancements in content marketing technology ?
now enable organizations to rapidly optimize their
content creation and distribution.
13
III.
A Culture of Content
A culture of content creates a virtuous cycle in
which content powers all divisions of the enterprise,
which, in turn, power a brand’s storytelling e?orts.
This virtuous circle is only possible when the
company works to build a culture that values and
evangelizes content.
14A Culture of Content
A. Create a Common Purpose: Marriott M Live
This is a tool for everybody to use in the
building. It’s customer-?rst thinking.
DAVID BEEBE, MARRIOTT’S VICE PRESIDENT OF GLOBAL CREATIVE AND CONTENT MARKETING
”
15A Culture of Content
At Electrolux, CMO MaryKay Kopf creates task forces of team
members from across departments and regions of the world to unite
around content.
B. Engage Senior Leadership: Electrolux
16A Culture of Content
To rally content support, Chase crafted a system of governance ?
and standards, built a team of content creators, and established an
editorial board.
C. Establish Content Leadership and Governance: Chase
We needed to
prove that
content can
improve
marketing’s
e?ectiveness.
BRIAN BECKER, ?
CHASE’S HEAD OF CONTENT
”
17A Culture of Content
The newsroom for Coca-Cola’s corporate online magazine, ?
Coca-Cola Journey, gathers weekly to evaluate content based ?
on a blended content score, and has a monthly call with ?
Coca-Cola’s 19 international markets, each of which has its own
version of the Journey site.
D. Foster Collaboration: Coca-Cola
18A Culture of Content
E. Encourage Creativity and Risk-Taking: Marriott
We don’t want to see any ‘Welcome to
the JW Marriott, here’s your keycard,’ and
then a closeup of the logo. None of that.
DAVID BEEBE, MARRIOTT’S VICE PRESIDENT OF GLOBAL CREATIVE AND CONTENT MARKETING
”
19
IV.
Components of a ?
Content Methodology
20Components of a Content Methodology
The Flywheel
One of the most important and innovative
mechanical advances is the ?ywheel, a device ?
used to store and conserve energy, and a ?
critical component of everything from the steam
locomotives of the early 1800s to NASA ?
spacecrafts today.
Remarkably powerful and e?cient, the ?ywheel
needs an initial torque to push it forward and ?
get it going. Once in motion, it’s able to build and
store more and more energy through each ?
cycle, increasing its total output and e?ectiveness
over time.
21Components of a Content Methodology
A.
De?ne objectives
and KPIs.
B.
Conduct audience
de?nition and
channel analysis.
C.
Identify market
opportunity.
D.
Evaluate internal
processes and
resources.
The Flywheel
22Components of a Content Methodology
Without clear objectives and KPIs, content
success cannot be championed and a
content program cannot improve or evolve
over time.
Advanced organizations go beyond
standard industry metrics (pageviews, ?
leads, likes) and hone in on metrics that
measure relationship building and ?
match to larger business goals, such as
customer experience.
A. De?ne Objectives and KPIs
23Components of a Content Methodology
Brand health: visitors, attention time, engagements, cost per
engagement
Revenue generation: product leads, sign-ups
A. De?ne Objectives and KPIs: Chase
24Components of a Content Methodology
B. De?ne Audience and Key Channels
? Dreams of owning a home, ?
but unsure of whether it’s the
right time.
awareness
acquisition
consideration
FUNNEL STAGE EXAMPLESPAIN/PASSION POINTS
? Wants to buy a home, but
doesn’t know what to look for
in a mortgage.
? Has a home in mind and ?
ready to buy a mortgage, ?
but concerned about ?
speci?c features.
? “Top 10 Mistakes Newlyweds
Make”
? “How to Set a New Year’s ?
Resolution You’ll Achieve”
? “Flowchart: Should I Rent or
Buy?”
? “7 Signs You’re Ready to Buy a
Home”
? “How to Tell a Good Mortgage
from a Bad One”
? Mortgage calculator
? “5 Tricks for Saving on Your
Mortgage”
? iPad o?er
? Employee mortgage pricing
? Mortgage brochure
Content breakdown by funnel:
25Components of a Content Methodology
C. Identify Market Opportunity and Channel Strategy
“What kind of content should we create?” is a question that plagues most
organizations when trying to launch a content operation for the ?rst time.
Those that are most successful follow a few key guidelines:
1
Find the white space in your market. Where are
opportunities? What are competitors doing—or
not doing—in their marketing initiatives? What
customer pain points can you help address?
Answers to these questions help identify content
opportunities.
2
Build up to a Big Idea. Regardless of content
type, all GE content corresponds to the brand
message around “Ecomagination.” IBM’s idea is
“Smarter Planet.” What’s the concept your brand,
product, company, and service can own and be
identi?ed with?
3
Identify the intersection of topics your brand can
own—be it entertainment content, educational
and informative content, or utility content—and
what your audience seeks.
4
Develop a voice, tone, and perspective that’s
original. Even for a well-covered topic, determine
the areas in which you can add value. “Me-too”
content has little value. Avoid adding to the noise.
5
Use tools like BuzzSumo to discover what
content formats and lengths are shared the most,
and where they are shared. De?ne which topics
your audience discusses most. Identify which
strategies are working best for other publishers
and brands, and consider how to emulate them.
6 Identify keywords with the greatest search
volume but the lowest competition.
26
Find the white space in your market
20%
6%
5%
69%
Competitor A
Competitior B
Competitor C
Competitior D
Share of Voice Across ?
Social Networks
37%
10% 10%
42%
Publisher A
Publisher B
Publisher C
Publisher D
Share of Voice Across ?
Social Networks
Components of a Content Methodology
27
Build up a ‘Big Idea’/Mission
“We must challenge startup founders to push their
companies to become the business that would put
them out of business. To us, thought leadership is
about di?erentiation. We strive to share unique
perspectives and proprietary data to cut through the
echo-chamber of ‘business resources.’”
Components of a Content Methodology
28
Identify the topics you can own and your
audience seeks
Number of Shares Across
Social Networks
Number of Pieces Produced
4%
14%
9%
25%
17%
10%
22%
Apps/Tech Solutions
Creativity
Entrepreneurs
Morning Routines
Procrastination
Well-being
Workspace/Environment
5%
8%
6%
11%
14%
8%
48%
Components of a Content Methodology
14K pieces of content analyzed
13.7M total shares
959 average shares per piece of content
29
Number of Shares ?
Across Social Networks
Number of Pieces ?
Produced
26%
2%
67%
4%
7K pieces of content analyzed in the past year
643M total shares
90 average shares per content piece
34%
5%
50%
11%
Budgeting Tips
Mortgages
Personal Loans
Student Loans
Components of a Content Methodology
Identify the topics you can own and your
audience seeks
30
Develop a voice, tone, and perspective
Conversational Optimistic Helpful Inspiring
? Transparent, honest, and authentic — never preachy or overly corporate.
? Always helpful and optimistic, never negative, judgmental, or irreverent.
? Clear and uncomplicated, but still conversational and compelling.
? Knowledgable, but nurturing and advice-driven.
? Innovative and cutting-edge; never contrived or repetitious.
Components of a Content Methodology
31
Uncover formats and lengths shared most
13K pieces of content analyzed in the past year
93M total shares
6.43K average shares per content piece
AverageNumberofShares(YTD)
2,500
5,000
7,500
10,000
Content Format
'How' Post Video 'Why' Post List Infographic
9,000
7,293
9,203
6,439
7,725
Components of a Content Methodology
32
Identify keywords with the greatest
search volume and lowest competition
Components of a Content Methodology
Volume of Organic ?
Search Keywords
Scotiabank?
16k
Competitor B?
?
5000
Competitor A?
900
Competitor C
500
33Components of a Content Methodology
D. Evaluate Existing Processes and Resources
34Components of a Content Methodology
While Coca-Cola creates much of its brand-centric content in-house,
it also turns to freelancers (via Contently) to tell a wide range of
other stories.
D. Evaluate Existing Processes and Resources: Coca-Cola
We’ve really
tried to carve
out a beat
system with
our Contently
writers. It’s
nice to know
who we can
go to for
certain stories.
JAY MOYE, COCA-COLA
JOURNEY’S EDITOR-IN-CHIEF
”
35
V.
Create a Content Plan
To get a content methodology into action,
organizations need to formulate a content plan ?
that will propel their initial publishing e?orts. ?
This plan spans the ?rst 90 days, and allows ?
an organization to track what works best and ?
to optimize accordingly.
36Create a Content Plan
The Content Plan
37Create a Content Plan
A. Inputs
38Create a Content Plan
B. Content
A content creation plan should include:?
? Content creation categories and subcategories?
? The share of content production allocated to each
? The formats and frequency of that content?
? Production budget allocated to each
39Create a Content Plan
B. Content
In turn, this content should be spread across an editorial calendar.
40Create a Content Plan
C. Channels
? A channel plan should detail
the way the content that an
organization produces will be
distributed across its owned
and paid properties.
? Public relations, corporate
communications, sales
enablement, and recruiting
can all be integrated to
outline how each department
can leverage content.
Content Hub
Guides, infographics, multi-source blog posts, interviews, ?
event coverage, videos
Social Media
? Activation across ?
channels where ?
audience spends
time (Twitter,
Facebook,
Snapchat,
LinkedIn, etc.)
? Combination of
link sharing and
native social
content
(Instagram,
Facebook video,
photos, etc.)
? Optimized for
impressions, clicks,
shares, referral
tra?c, lead source,
etc., depending on
content goal
Email
? Top-performing
content featured
monthly, weekly, or
daily depending
on content
maturity and
frequency
Paid ?
Distribution
? Headline
distribution (A/B
test 10 to 15
headline and
image
combinations per
piece across
Outbrain,
Facebook,
LinkedIn, etc.)
? Paid promotion of
well-performing
native social
content
? Paid search and
display
41Create a Content Plan
D. Contributors
Map out all content contributors, the topics and formats of the content they
create, and the rate they are paid.
42Create a Content Plan
E. Work?ow and Approval
Determine the ?ow of approval within your organization. As a best practice,
have a single content leader who has ?nal approval over all content published.
43
VI.
Testing and Optimization
44Testing and Optimization
The 90-Day Test
As content is published, evaluate:
A.
The performance of content based on topic or
format.
B.
The channels on which readers engage with content
most deeply.
C.
The contributors delivering the strongest results.
45Testing and Optimization
A. Content
As a best practice, compare:
Content production data (number of stories published) vs. ?
content performance data (KPIs).
46Testing and Optimization
B. Channels
Examine which channels drive the greatest content results. Prioritize future
content distribution resources accordingly.
47Testing and Optimization
C. Contributors
Nurture and highlight the contributors who resonate best.
48Testing and Optimization
The Flywheel
49
Q+A
Thank you.
New York
598 Broadway, 4th ?oor?
New York, NY 10012
San Francisco
1161 Mission Street?
San Francisco, CA 94103
St. Paul
213 4th Street E?
4th Floor #431?
St Paul, MN 55101
UK
Albert House?
256-260 Old Street?
London, EC1V 9DD?
UK
sales@contently.com
contently.com

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Content Methodology Best Practices

  • 3. 3 Webinar Host Strategic Advisor and ? Research Analyst @lieblink rebecca@rebeccalieb.com Rebecca Lieb
  • 4. 4 Webinar Host Lead Content Strategist, Contently @arikepnes akepnes@contently.com Ari Kepnes
  • 5. Content ? Methodology: A Best Practices ? Report
  • 6. 6 I. Content Methodology: A De?nition Content methodology is a process to continuously improve the e?ectiveness of a company’s content across the enterprise. A content methodology exists when an organization establishes speci?c, well-de?ned objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
  • 7. 7 Content methodology focuses on three key components: Content Methodology: A De?nition connect Engage with target ? audiences in the channels ? and media formats where they spend time. create Create the most ? e?ective content ? possible based on ? available data. optimize Consistently optimize the content creation and connection processes based on performance against clearly de?ned KPIs.
  • 8. 8 II. Why a Content Methodology ? Is Needed Seventy percent of marketers are planning on creating more content this year than last. Yet roughly two-thirds of marketers create ? content without any documented strategy, ? and over half don’t know what a successful ? content program looks like.
  • 9. 9 Without clear objectives, measurement is irrelevant. ? And it’s impossible to know ? whether content has made ? any impact whatsoever. Why a Content Methodology Is Needed
  • 10. 10Why a Content Methodology Is Needed a. ? An Increasingly Competitive ? Content Landscape To compete, organizations must adopt an ? always-on approach to building relationships ? with their audience—and improving those relationships each day.
  • 11. 11Why a Content Methodology Is Needed Time spent with digital media: ? 49 percent increase over the last two years ? 90 percent increase on mobile Organizations must understand: ? The digital spaces where their target audiences consume content ? The content formats, topics, and contributors that will resonate with those audiences b. ? Channel and Media Proliferation
  • 12. 12Why a Content Methodology Is Needed c. ? Opportunities for ? Continuous Improvement Advancements in content marketing technology ? now enable organizations to rapidly optimize their content creation and distribution.
  • 13. 13 III. A Culture of Content A culture of content creates a virtuous cycle in which content powers all divisions of the enterprise, which, in turn, power a brand’s storytelling e?orts. This virtuous circle is only possible when the company works to build a culture that values and evangelizes content.
  • 14. 14A Culture of Content A. Create a Common Purpose: Marriott M Live This is a tool for everybody to use in the building. It’s customer-?rst thinking. DAVID BEEBE, MARRIOTT’S VICE PRESIDENT OF GLOBAL CREATIVE AND CONTENT MARKETING ”
  • 15. 15A Culture of Content At Electrolux, CMO MaryKay Kopf creates task forces of team members from across departments and regions of the world to unite around content. B. Engage Senior Leadership: Electrolux
  • 16. 16A Culture of Content To rally content support, Chase crafted a system of governance ? and standards, built a team of content creators, and established an editorial board. C. Establish Content Leadership and Governance: Chase We needed to prove that content can improve marketing’s e?ectiveness. BRIAN BECKER, ? CHASE’S HEAD OF CONTENT ”
  • 17. 17A Culture of Content The newsroom for Coca-Cola’s corporate online magazine, ? Coca-Cola Journey, gathers weekly to evaluate content based ? on a blended content score, and has a monthly call with ? Coca-Cola’s 19 international markets, each of which has its own version of the Journey site. D. Foster Collaboration: Coca-Cola
  • 18. 18A Culture of Content E. Encourage Creativity and Risk-Taking: Marriott We don’t want to see any ‘Welcome to the JW Marriott, here’s your keycard,’ and then a closeup of the logo. None of that. DAVID BEEBE, MARRIOTT’S VICE PRESIDENT OF GLOBAL CREATIVE AND CONTENT MARKETING ”
  • 19. 19 IV. Components of a ? Content Methodology
  • 20. 20Components of a Content Methodology The Flywheel One of the most important and innovative mechanical advances is the ?ywheel, a device ? used to store and conserve energy, and a ? critical component of everything from the steam locomotives of the early 1800s to NASA ? spacecrafts today. Remarkably powerful and e?cient, the ?ywheel needs an initial torque to push it forward and ? get it going. Once in motion, it’s able to build and store more and more energy through each ? cycle, increasing its total output and e?ectiveness over time.
  • 21. 21Components of a Content Methodology A. De?ne objectives and KPIs. B. Conduct audience de?nition and channel analysis. C. Identify market opportunity. D. Evaluate internal processes and resources. The Flywheel
  • 22. 22Components of a Content Methodology Without clear objectives and KPIs, content success cannot be championed and a content program cannot improve or evolve over time. Advanced organizations go beyond standard industry metrics (pageviews, ? leads, likes) and hone in on metrics that measure relationship building and ? match to larger business goals, such as customer experience. A. De?ne Objectives and KPIs
  • 23. 23Components of a Content Methodology Brand health: visitors, attention time, engagements, cost per engagement Revenue generation: product leads, sign-ups A. De?ne Objectives and KPIs: Chase
  • 24. 24Components of a Content Methodology B. De?ne Audience and Key Channels ? Dreams of owning a home, ? but unsure of whether it’s the right time. awareness acquisition consideration FUNNEL STAGE EXAMPLESPAIN/PASSION POINTS ? Wants to buy a home, but doesn’t know what to look for in a mortgage. ? Has a home in mind and ? ready to buy a mortgage, ? but concerned about ? speci?c features. ? “Top 10 Mistakes Newlyweds Make” ? “How to Set a New Year’s ? Resolution You’ll Achieve” ? “Flowchart: Should I Rent or Buy?” ? “7 Signs You’re Ready to Buy a Home” ? “How to Tell a Good Mortgage from a Bad One” ? Mortgage calculator ? “5 Tricks for Saving on Your Mortgage” ? iPad o?er ? Employee mortgage pricing ? Mortgage brochure Content breakdown by funnel:
  • 25. 25Components of a Content Methodology C. Identify Market Opportunity and Channel Strategy “What kind of content should we create?” is a question that plagues most organizations when trying to launch a content operation for the ?rst time. Those that are most successful follow a few key guidelines: 1 Find the white space in your market. Where are opportunities? What are competitors doing—or not doing—in their marketing initiatives? What customer pain points can you help address? Answers to these questions help identify content opportunities. 2 Build up to a Big Idea. Regardless of content type, all GE content corresponds to the brand message around “Ecomagination.” IBM’s idea is “Smarter Planet.” What’s the concept your brand, product, company, and service can own and be identi?ed with? 3 Identify the intersection of topics your brand can own—be it entertainment content, educational and informative content, or utility content—and what your audience seeks. 4 Develop a voice, tone, and perspective that’s original. Even for a well-covered topic, determine the areas in which you can add value. “Me-too” content has little value. Avoid adding to the noise. 5 Use tools like BuzzSumo to discover what content formats and lengths are shared the most, and where they are shared. De?ne which topics your audience discusses most. Identify which strategies are working best for other publishers and brands, and consider how to emulate them. 6 Identify keywords with the greatest search volume but the lowest competition.
  • 26. 26 Find the white space in your market 20% 6% 5% 69% Competitor A Competitior B Competitor C Competitior D Share of Voice Across ? Social Networks 37% 10% 10% 42% Publisher A Publisher B Publisher C Publisher D Share of Voice Across ? Social Networks Components of a Content Methodology
  • 27. 27 Build up a ‘Big Idea’/Mission “We must challenge startup founders to push their companies to become the business that would put them out of business. To us, thought leadership is about di?erentiation. We strive to share unique perspectives and proprietary data to cut through the echo-chamber of ‘business resources.’” Components of a Content Methodology
  • 28. 28 Identify the topics you can own and your audience seeks Number of Shares Across Social Networks Number of Pieces Produced 4% 14% 9% 25% 17% 10% 22% Apps/Tech Solutions Creativity Entrepreneurs Morning Routines Procrastination Well-being Workspace/Environment 5% 8% 6% 11% 14% 8% 48% Components of a Content Methodology 14K pieces of content analyzed 13.7M total shares 959 average shares per piece of content
  • 29. 29 Number of Shares ? Across Social Networks Number of Pieces ? Produced 26% 2% 67% 4% 7K pieces of content analyzed in the past year 643M total shares 90 average shares per content piece 34% 5% 50% 11% Budgeting Tips Mortgages Personal Loans Student Loans Components of a Content Methodology Identify the topics you can own and your audience seeks
  • 30. 30 Develop a voice, tone, and perspective Conversational Optimistic Helpful Inspiring ? Transparent, honest, and authentic — never preachy or overly corporate. ? Always helpful and optimistic, never negative, judgmental, or irreverent. ? Clear and uncomplicated, but still conversational and compelling. ? Knowledgable, but nurturing and advice-driven. ? Innovative and cutting-edge; never contrived or repetitious. Components of a Content Methodology
  • 31. 31 Uncover formats and lengths shared most 13K pieces of content analyzed in the past year 93M total shares 6.43K average shares per content piece AverageNumberofShares(YTD) 2,500 5,000 7,500 10,000 Content Format 'How' Post Video 'Why' Post List Infographic 9,000 7,293 9,203 6,439 7,725 Components of a Content Methodology
  • 32. 32 Identify keywords with the greatest search volume and lowest competition Components of a Content Methodology Volume of Organic ? Search Keywords Scotiabank? 16k Competitor B? ? 5000 Competitor A? 900 Competitor C 500
  • 33. 33Components of a Content Methodology D. Evaluate Existing Processes and Resources
  • 34. 34Components of a Content Methodology While Coca-Cola creates much of its brand-centric content in-house, it also turns to freelancers (via Contently) to tell a wide range of other stories. D. Evaluate Existing Processes and Resources: Coca-Cola We’ve really tried to carve out a beat system with our Contently writers. It’s nice to know who we can go to for certain stories. JAY MOYE, COCA-COLA JOURNEY’S EDITOR-IN-CHIEF ”
  • 35. 35 V. Create a Content Plan To get a content methodology into action, organizations need to formulate a content plan ? that will propel their initial publishing e?orts. ? This plan spans the ?rst 90 days, and allows ? an organization to track what works best and ? to optimize accordingly.
  • 36. 36Create a Content Plan The Content Plan
  • 37. 37Create a Content Plan A. Inputs
  • 38. 38Create a Content Plan B. Content A content creation plan should include:? ? Content creation categories and subcategories? ? The share of content production allocated to each ? The formats and frequency of that content? ? Production budget allocated to each
  • 39. 39Create a Content Plan B. Content In turn, this content should be spread across an editorial calendar.
  • 40. 40Create a Content Plan C. Channels ? A channel plan should detail the way the content that an organization produces will be distributed across its owned and paid properties. ? Public relations, corporate communications, sales enablement, and recruiting can all be integrated to outline how each department can leverage content. Content Hub Guides, infographics, multi-source blog posts, interviews, ? event coverage, videos Social Media ? Activation across ? channels where ? audience spends time (Twitter, Facebook, Snapchat, LinkedIn, etc.) ? Combination of link sharing and native social content (Instagram, Facebook video, photos, etc.) ? Optimized for impressions, clicks, shares, referral tra?c, lead source, etc., depending on content goal Email ? Top-performing content featured monthly, weekly, or daily depending on content maturity and frequency Paid ? Distribution ? Headline distribution (A/B test 10 to 15 headline and image combinations per piece across Outbrain, Facebook, LinkedIn, etc.) ? Paid promotion of well-performing native social content ? Paid search and display
  • 41. 41Create a Content Plan D. Contributors Map out all content contributors, the topics and formats of the content they create, and the rate they are paid.
  • 42. 42Create a Content Plan E. Work?ow and Approval Determine the ?ow of approval within your organization. As a best practice, have a single content leader who has ?nal approval over all content published.
  • 44. 44Testing and Optimization The 90-Day Test As content is published, evaluate: A. The performance of content based on topic or format. B. The channels on which readers engage with content most deeply. C. The contributors delivering the strongest results.
  • 45. 45Testing and Optimization A. Content As a best practice, compare: Content production data (number of stories published) vs. ? content performance data (KPIs).
  • 46. 46Testing and Optimization B. Channels Examine which channels drive the greatest content results. Prioritize future content distribution resources accordingly.
  • 47. 47Testing and Optimization C. Contributors Nurture and highlight the contributors who resonate best.
  • 50. Thank you. New York 598 Broadway, 4th ?oor? New York, NY 10012 San Francisco 1161 Mission Street? San Francisco, CA 94103 St. Paul 213 4th Street E? 4th Floor #431? St Paul, MN 55101 UK Albert House? 256-260 Old Street? London, EC1V 9DD? UK sales@contently.com contently.com
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