October 23rd, 2013 Facebook's Jonathon Colman on Measuring Content Impact (For Advanced Optimizers)


On Wednesday October 23rd, 2013 OLC attended Scoop.it’s hosted event where Jonathon Colman from Facebook would discuss lean content and strategy.


What do we value as content strategist?

·         Clear communication. Short and simple

·         Content modeling and structure. You want to make your content findable, and not just Google but on own website

·         Component-based content management

·         Published workflows – we value setting up systems.

·         Brand appropriate voice and tone guidelines (voiceandtone.com) for more information on this.

·         Editorial strategy development

·         Create once, and publish everywhere. This goes with having a system where you can custom tailor your content to go to the right social channel

·         Distributing a governance solution

“But guess what? No one cares!” Jonathon Colman said.

Some people just don’t care. They want to see results. They don’t care about the stuff in between. What others do care about though is the data.

Content needs to include qualitative data as well; we need to show how the content is improving the brand impression, clicks and revenue. This is how you get the attention of others in your organization.

“Content strategists work better when they are integrated with other roles on the team,” Colman said. If you separate the content strategist from the rest of the team, you’re asking for failure from the get go.

It’s data that sets you free!

Here are 8 ways to destroy your content with bad data

·         Silo your analysts onto a single team. Integrate these people with the team. They come up with general metrics that can help.

·         Measure without asking questions

·         Ignore the human context, the “why”

·         Focus on hits at all costs

·         Focus on flowers/fans at all costs

·         Focus on conversion at all costs

·         Focus on ‘engagement’ without defining it

·         “Set and forget” your metrics

Again, these are eight things you do not want to do. Creating great content for your organization and your customers requires work and following up. You must understand what they want and or like to read and consume. It’s an ongoing process.

8 means to build an analytics-driven content strategy

One thing to remember is: “You are what you measure,” Colman said.

1.    Acquisition behavior outcomes

2.    Align metrics with your organization's core values and vision

a.    ASK:

i.        What are your core values?

ii.        What is our vision of success?

iii.        What makes us different

iv.        What can make us act differently

b.    This questions will help you understand what you really need/want to measure

3.    Create and measure custom segments

 .              Don’t stick to generic vanity metrics

4.    Focus on loyalty instead of just visits

5.    re-think the context of bounce rate

 .              This can tell you when you’re not connecting with people

6.    Consider the depth of engagement

7.    Measure micro-conversions

8.    Determine your multichannel-mix

2 simple ways you can work with data in a context audit

1.    Use live data in excel – no more cutting and pasting!!!!

a.            There are tons of tools out there to help you record metrics directly into an excel sheet.

b.            No need for copying and pasting anymore.

2.     Conditional formatting

 .              Find the important data within your data.

a.            Bring clarity

These tools can help untie your hands and allow you to work on the content strategy. You can then share your love of content, to create a content-driven organization.