“Building a Better Content Strategy, Measure by Measure” in Chief Content Officer

Inspired by the key takeaways from my session at ContentTech, my latest article for Chief Content Officer magazine is now out. I hope you’ll take a read and let me know what you think.

Build a Better Content Strategy, Measure by Measure

Excerpt from the Article:

It’s grounded by three core truths:

1. Anything can change – without warning: Marketers need to get better at observing and learning about those changes in real time.
2. Your audience vision will always have limitations: Even organizations like Google and Facebook that suck up all the data are only able to offer narrow (and often flawed) views of who their users are. Just as your personal online behavior doesn’t necessarily represent everything you do, the same can be said of the insights your audience makes available to you.
3. Diversification mitigates risks: To make informed strategic decisions, you need a variety of data points. One of the best ways to get them is to break up existing content assets into multiple formats and iterations. Then, you can test, compare, and contrast the performance of each and use the insights in planning future efforts.