Beyond Traffic Reports: Using Data, Organizational Messaging, and Passion to Reinvigorate Your Content Strategy

Blending data analysis and metadata strategy in collaboration with your peers is the best way to get most out of your B2B marketing content. Learn how to evaluate your content universe and information architecture so you can build “constellations of content” that empower you to execute your editorial priorities, repurpose your best ideas, and build a meaningful dialogue with your audience. After this session, you'll be able to:

• Build a metadata strategy that complements your marketing objectives and measurement benchmarks
• Find opportunities to use your content in a modular, flexible way
• Use multidimensional performance data and persona research to prevent creating unneeded content
• Identify and promote existing content that is ideal for education and lead-to-customer conversion