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Getting Excited About Data at Content Marketing World

September 4, 2017 in Content Marketing | No comments

I’m excited to be going to Content Marketing World, where I’ll be moderating the Analytics and Data track on Thursday, September 7.

There’s an amazing line-up of experts and topics:

DATA VISUALIZATION AND ADDING GOOD CHARTS with Scott Berinato

Scott Berinato is the author of Good Charts: The HBR Guide to Making Smarter, More Persuasive Data Visualizations. 

Making good charts—data visualizations that are well-designed, compelling, and really communicate important information visually—is not as easy as hitting the chart button in Excel. I’m looking forward to learning from a true expert what makes a good chart and see some great examples.

ADVANCED ANALYTICS FOR CONTENT MARKETERS with Pierre DeBois

This session will be a deep dive into Google Analytics for content marketers. Learn how to run the best

Here’s a chance to learn how to use GA to find new ideas for content, set up your analytics correctly, and what the best tools are for getting the most out of your analytics and reporting.

REPORTING, GOOGLE DATA STUDIO AND DATA VISUALIZATION FOR MARKETERS with Adam Singer

Another great session on data visualization. This one will focus on how to think about storytelling with data, best practices for reporting, and diving into Google Data Studio.

A REVOLUTION IN RESONANCE: THE ART OF CONTENT PRODUCTION AND THE SCIENCE BEHIND IT with Misia Tramp

Misia Tramp will be leading the last Analtyics & Data session of the day, with a fascinating take on using scientific analysis to stay ahead of the competition and identify the topics of “mutual resonance” — “the intersection of what businesses want to say and what customers want to hear—at the linguistic, emotional, and content levels.”

Of course, there are many other great sessions and brilliant speakers ahead, too. Can’t wait!

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What is Content?

July 15, 2011 in Content Strategy | 2 comments

I have been frustrated recently with the tendency to refer to content types as “content.” Images, videos, text, PDFs, Flash files — these aren’t content; they’re content delivery mechanisms.

Content is an idea made consumable. Ideas evolve into creations which are then delivered via a variety of asset types. These assets are not what’s important; they’re just the vehicle to deliver the idea.

If you write a brilliant article on the debt ceiling, the article isn’t the content; your thoughts and ideas put into words is the content.

If you have a photo gallery on Flickr of owls with stupid expressions on their faces, the gallery isn’t content. The photos aren’t content. The content is the concept: the idea of curating the photos, captioning them, and creating a new way of looking at them.

So when we are creating a content strategy, let’s not focus on what assets there are, but let’s look at the ideas. Are we delivering the right ideas to the right people at the right time and place?

What do you think Content is?

Yellowish owl eyes

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