Strategic Analysis: Optimizing Content for Success


Course Details

This course can only be taken as part of the Certificate in Storytelling & Content Strategy.

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About this Course

There's a surprising secret about content science: It's not that scientific.

It's often said in business that if you can't measure it, you can't manage it. That's why data-driven decision-making is an essential skill in today's workplace. But content is complicated: You don't always have all the data, and not all of the data is a completely accurate measure of success. This course will help you talk about and optimize content in the context of business performance, even when the data isn't perfect.

In this course, you’ll learn to connect content to performance, set goals and measure content's impact on the business. You’ll get comfortable with the language of data, including concepts like key performance indicators (KPIs), qualitative versus quantitative measurement, multivariate testing, search engine optimization (SEO), crawlers and many more.

You’ll learn just how much strategists can watch, learn and measure on a website, and how to find patterns, red flags or opportunities within a site's user data. This course will also help you learn to leverage your own insights; data from open-source resources, clients and leadership; and analytics and reporting tools. You’ll leave this course with the ability to tell an effective story with numbers, solve content problems with data and creativity, and use data to make content a quantifiable part of your marketing strategy.

What you'll learn

  • The use and purpose of KPIs and appropriate KPIs for content
  • How to differentiate between qualitative and quantitative analysis and apply them appropriately
  • Approaches for closing content opportunity gaps and collaborating with clients and other teams about content
  • How to use key content performance metrics and multiple data sources for goal setting and analysis
  • Best practices for data visualization

Get Hands-On Experience

You'll practice ways to effectively use important tools like Google Analytics, heatmaps, qualitative data and basic SEO best practices to inform your content strategy design via an intensive, hands-on content strategy project.

Program Overview

This course is part of the Certificate in Storytelling & Content Strategy.

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