Article "Content strategy by the numbers, via semantics"
Rahel Bailie
Grimes. He touches on the whole idea of CS being measurable. What he
then does, though, is quote content strategists involved with
marketing-side (Web) projects. It would be interesting for some STC-CS
folks to discuss this, possibly by commenting on his blog post.
Rahel
Quoted:
"While I don't buy the saying "you can't manage what you don't
measure," data certainly helps, in content management and publishing
just as in managing sales, spending, personnel performance and a host
of other business functions.
"Of course, we do have content-related measurement in the form of web
analytics (studying site visits) and search engine optimization
(related to keywords and links). These techniques help us drive
customers to our websites and optimize their experience (and our
profit, however measured) once there, but we can and should do much
more to promote effective content strategy, to ensure effective,
profitable content use and reuse, not just on the web but also in the
enterprise. How? With content analytics and semantics.
"I asked a few experts to explain how content analytics and semantics
can inform better content strategy: Randall Snare and Elizabeth
McGuane of Dublin based iQ Content, and Rachel Lovinger of Razorfish
in New York, speakers at the up-coming Smart Content conference, Oct.
19 in New York. I'll offer a bit of context and then relate their
responses.