I recently wrote an article for Intercom magazine’s Content Experience and Content Strategy issue. Intercom is published by STC, the Society for Technical Communication, the professional association dedicated to the advancement of technical communication. You can read the full article on Scaling Content Strategy, in PDF format. In summary, any content plan should be developed… Read More »
Following on from my post six months ago, the topic of content measurement is still top of mind within many organisations. The question around measuring content is how do we do this? What data should we use in relation to specific KPIs? What tools can we employ to demonstrate the effectiveness of our content? Every… Read More »
Measuring content is becoming a widely-discussed theme among content strategists, and also within the wider business world, as organisations become increasingly metrics-driven. However, content-based KPIs and metrics shouldn’t just be used as targets but as resource indicators for improving specific aspects of content creation, for example: Quantitative metrics – how much content was produced, over what period? How can that volume be increased? … Read More »
Search engines, including Google, are now better able to focus on giving favourable search rankings to high quality content that is easy to understand and relevant to a user’s search query. Positive user data, including time spent on site, help Google assign relevance values to content. As the trend away from traditional SEO and the… Read More »