Should Data Really Be in the Content Driver’s Seat? [The Weekly Wrap]

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And that’s a wrap of the week ending Dec. 6, 2019

This week I’m serious about whether or not a Moneyball method to content material can predict the tales we must always inform. I supply my tackle a information story that means the age of buyer expertise is over. I speak with Cathy McKnight about the issue of (pretty) measuring content material’s affect. And I share an article that may lead you to a shiny new metadata technique.

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Our theme this week is info (that goopy sauce that hides the actual style of the whole lot). Let’s wrap it up.

One deep thought: Moneyball for content material? (2:48)

When deciding what tales to inform, it’s tempting to imagine the solutions lie in optimizing for one (or just a few) statistical elements that matter most to success (suppose: search engine optimisation key phrases). This type of method was popularized in the e book (and later movie) Moneyball, which instructed the story of Billy Beane utilizing knowledge to make choices that landed the Oakland Athletics in the Major League Baseball playoffs a number of occasions in the early 2000s. So, can we Moneyball our content material? A Hollywood studio tried, with combined success. And the Moneyball method by no means introduced Beane’s A’s the final success – a spot in the World Series. What does this imply for deciding what tales we inform based mostly on knowledge? It’s sophisticated. I break it down in this section.

Can we Moneyball our #content material? Should we? asks @Robert_Rose by way of @cmicontent. #WeeklyWrap Click To Tweet

HANDPICKED RELATED CONTENT: How to Use Your Analytics for Smarter Content Decisions

A contemporary take: The way forward for buyer expertise (9:53)

A colleague pointed me to a MarketingWeek article highlighting a survey that exhibits CMOs shifting buyer expertise down their precedence listing.

The survey, carried out by advert company Dentsu Aegis, finds that greater than half (53%) of CMOs listing buyer expertise as a prime three precedence this 12 months. But solely 47% anticipate it to be a top-three precedence by 2022.

53% of CMOs listing buyer expertise as a prime precedence this 12 months; solely 47% anticipate it to be top-three in 2022. @dentsuaegis #CMOSurvey2019 Click To Tweet

Business progress stays the prime precedence for advertising leaders and enterprise transformation is rising in precedence. Does that shift in numbers imply advertising priorities are shifting, as the article concludes, or does it possibly imply entrepreneurs merely have extra priorities to juggle? I see one other doable reply – entrepreneurs consider they’ll have mounted their buyer expertise in the subsequent few years. Listen to my tackle what all these prospects imply for advertising, content material, and communications – and the massive hole the article overlooks.

This week’s individual making a distinction in content material: Cathy McKnight  (15:44)

This week I speak with my buddy Cathy McKnight, who’s been making a distinction in content material for nearly 20 years. For lots of these current years, Cathy’s been my colleague at The Content Advisory, CMI’s consulting arm. She’s additionally served as the innovation lead and a senior affiliate for the communications consulting workforce at Aon Hewitt, constructing an progressive net options follow. As director of shopper providers at Prescient Digital Media, Cathy led a workforce of consultants delivering enterprise intranet methods and know-how choice tasks for an array of world shoppers. And, as senior communications advisor for IBM’s Global Services division, Cathy led finances planning, intranet administration, and general technique and messaging of IBM’s values and mission to inner enterprise audiences.

Cathy and I talked about her adventures in exploring how know-how, knowledge, and content material combine in enterprise as we speak. And, for those who’ve ever suspected that the manner the affect of content material is measured is unfair to content material groups … you’re going to love what she has to say. Here’s a sneak peek:

“No matter how inventive or memorable or widespread their content material is or turns into, finally, they’re being judged on the way it impacts the enterprise backside line, which could be an unfair measurement as a result of it may be a cumulative factor.

#Content is being judged by its affect on the backside line, which could be an unfair measurement, says @CathyMcKnight by way of @cmicontent. #WeeklyWrap Click To Tweet

“It may not show impact at the very instant it’s used but over time it does.”

Listen to the remainder of our dialog, then get to know Cathy:


One content material advertising concept you need to use (32:20)

The one CMI put up I’d love so that you can take one other take a look at is: Get More Content Noticed, Stop the Bad Metadata.

Metadata might not be the sexiest matter. however it’s a kind of issues that may assist you make your content material more practical. Frequent CMI contributor Dennis Shiao provides some sensible takeaways utilizing RedHat Software’s content material technique (introduced by Anna McHugh at ContentTECH Summit final 12 months) as a working case examine.

Love for this week’s sponsor: ContentTECH Summit

Join me this spring at ContentTECH Summit 2020, the place we’re lining up in-depth workshops, keynote talks, and sensible displays that can assist you develop into a more practical, extra strategic content material marketer. You’ll get insights that can assist you present a richer expertise on your clients and construct a extra worthwhile, stronger enterprise.

I hope to see you and your workforce April 20-22 in San Diego. Check out the agenda and register as we speak.

The wrap-up

Join me subsequent week after we’ve obtained loads in retailer. I’m going to promote out of 1 thought I hope you received’t low cost. I’ll “retail” a information merchandise – and when you’ve seen that, you’ll have seen “a mall.”  Finally, I’ll supply one content material advertising put up that’ll earn you credit score. It’s a very good discount. And it’s all delivered in rather less time than it takes for one more 10-year picture problem to hit Facebook.

If you want this weekly play on phrases, we’d certain love so that you can assessment it and share it. Hashtag us up on Twitter: #WeeklyWrap.

It’s your story. Tell it properly.

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Cover picture by Joseph Kalinowski/Content Marketing Institute

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