Content is the lifeblood of our organisations, representing the work we do and the value we offer to members/customers/citizens or other target audiences. Our organisations generate prolific volumes of content, but we don’t always take the time to understand which content is effective and which is not. And none of us have time to create ineffective content anymore.This webinar recording offers a pragmatic approach to figuring out how successful an individual piece of content is, and from this determine the return on that content. By focusing on understanding and developing KPIs, we can measure value, communicate that value to others in the organisation, and use this information to make better content decisions.The webinar included a discussion of the principles, including several real-life case studies, as well as tools that viewers will be able to use with their own content.
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Hilary Marsh is president and chief strategist of Content Company, a content and digital strategy consultancy. She helps associations, nonprofit organizations, and corporations get better results from their content by improving their practices for content creation, governance, management, and promotions. Content Company’s clients include the American Bar Association, Endocrine Society, Institute of Food Technologists, Allstate, Intuit, and California State University. A leading content strategist since 1999, Hilary oversees the international, 28,000-member Content Strategy group on LinkedIn. As managing director of REALTOR.org, she oversaw the National Association of Realtors’ website and created the association’s social media strategy. She developed and teaches the first graduate-level content strategy courses for the User Experience Design Masters program at Kent State University. She is also a frequent speaker at national and international conferences. You can find her on Twitter, LinkedIn, and Slideshare.
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