The 2024 CMWorld Agenda is coming soon! Below you’ll find the 2023 Agenda including topics, speakers, and tracks. Check back soon for 2024 speaker and schedule announcements.
Brian Piper (Director of Content Strategy and Assessment, University of Rochester)
Location: Expo Hall Stage
Date: Wednesday, September 27
Time: 10:30 am - 11:10 am
Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!
Audience Level: Intermediate
Conference Theme: B2C
Session Type: Session
Track: Analytics & Data
Vault Recording: TBD
Audience Level: Intermediate
In today's fast-paced digital landscape, content marketers often fall into the trap of producing copious amounts of content, hoping to strike gold with a few high-performing pieces. This scattershot approach can lead to both an overemphasis on page views, a metric that doesn't always accurately reflect a content piece's true value, and a fragmented landscape of content that is difficult to navigate for both users and search engines.
This session will feature an approach that focuses on utilizing data to identify the right key performance indicators (KPIs) that truly demonstrate the effectiveness of content marketing efforts against strategic initiatives. This data-inspired methodology will then inform the information architecture to be used when organizing this content in order to guide users through the content easily while also providing maximum authority to Google based on their search guidelines.