WORKSHOP: CONTENT PERFORMANCE

Born out of a data-driven marketing approach, a content performance model means that you effectively and continuously measure the performance of your content so you can ensure its continual success. Schedule a one-day workshop on performance-driven content strategy and by the end of the day, you will be able to create a framework that positions your content to be competitively relevant, audience-focused, and strategically planned for future change. This workshop helps content, editorial planning, marketing, strategy and digital teams define and implement a doable and realistic strategy. We bring several group exercises, and we will work with you in advance to tailor the class around your organization’s specific content challenges.By the end of the workshop, you will:

• Understand how to set up and build an effective performance-driven content strategy framework
• Understand the tools, resources and systems necessary to support it
• Understand what to measure
• Know how and when to leverage performance measurement and audits to continuously seed and feed your content ecosystem

Contact us for more information about the performance-driven workshop.

What might a typical workshop cover?

Part I: Definitions, Key Concepts, Considerations and Case Studies

1. An introduction to performance-driven content and key concepts
   • Definition of a performance-driven content framework with example models
   • Benefits of a performance-driven approach
   • Current and future trends with specific case studies.
2. Inputs required: business and brand strategy, audience personas and segmentation models, user research, competitive research, content audits, metrics and analytics, industry insights and trends
3. At least two case studies relevant to your industry on effective performance-driven models

Part II: Building a Performance-Driven Model

1. Developing a performance strategy model
2. Gathering business requirements and using these effectively
3. Gathering audience inputs for personas, segments, research and trends and customer journeys
4. Developing cross-channel user journeys (a workshop exercise)
5. Mapping content to the journey (a workshop exercise)
6. Understanding how to measure your results with metrics and analytics
7. Using content assessment and audit as a performance input (a workshop exercise)
8. Using additional tools such as a competitive audit and an editorial calendar
9. What to do with the results
10. Building a roadmap and updating the content calendar (a workshop exercise)
11. Governing your content through an effective model
12. Using tools for future governance
13. Understanding what pitfalls to avoid