Measure and test your way to better content

Workshop
Wed, Jun 07
09:00-05:00

How do you know if content strategy is paying off? How do you know if your content can be understood? Communicates the right message? Reaches your audience?

Knowing the answers to these questions won’t just help you improve the quality of your site; it will help you justify your content strategy efforts to your boss and colleagues.

This workshop will look at ways to integrate analytics and other measurements into your content strategy practice. Topics include:

  • Measurement goals: Start from business goals to develop analytics goals so you know what to measure and why you’re measuring it.
  • Content metrics: Use classic readability and comprehension measures, including cloze tests and readability scores, to assess your writing.
  • Web analytics: Find out which analytics measures are most useful for content strategists, how to understand them, and how to act on them.
  • Social media metrics: Learn how to measure engagement and show how social media contributes to the bottom line.
  • Content testing: Explore in-person and online techniques for making sure your content does what you want it to do.
  • Presenting analytics effectively: Present your analytics insights and encourage your team (and your boss) to take action.

Note: Participants will need to bring a laptop and have access to a Google Analytics account to participate in all the exercises. If you don’t have access to your organization’s analytics, you can use Google’s analytics demo account.

About Mike Powers

Mike is director of electronic communications at Indiana University of Pennsylvania. He used to be an English professor and wrote about people like James Joyce and Gertrude Stein. But even before becoming a professor, he led a double life—writing his dissertation while building websites for Turner Learning in downtown Atlanta. After a few years of a life that was half about the web and half about literature, the web won out.

Mike has worked for IUP since 1999, and started managing its main website in 2007. Since then, he has overseen IUP’s transition to a content management system and then to a responsive site, put IUP on social media, worked on IUP’s smartphone app and student portal, and managed many other projects. He has been using the term content strategy to describe much of what he does since sometime in 2010.

Mike has presented at eduWeb, at the Penn State Web Conference, online for Higher Ed Experts, and at several varieties of Confab. He designed the Higher Ed Experts course “Web Writing for Higher Ed,” a four-week course on web writing for higher education. He’s also a dad, a musician, and a co-founder of Westsylvania Jazz and Blues Festival in Indiana, PA.

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