Presentations by Massimo Paolini and Liz Fraley

Does Your Content Really Perform?

Techcomm is starting to talk about how to apply analytics to technical publications content. Customers come to content to find something. Metadata can bring them to your content; user experience studies can help you create more focused content; but does your content really perform?

When a customer comes to your content, they’re typically looking for help in getting started, how to do something specific, or how to fix a problem. Do your how-tos for critical product features see high page views compared to similar how-tos? What is the time, usage level, and connection to other documentation in the greater set of company product content? You know the goal and basic description of the documents you write, but are your documents getting used to solve those goals for customers?

How do you know? More importantly, how do you find out? Do you simply hope that the search engine will do the right thing or that customers will spend valuable time trying to find exactly the right piece of content you wrote? Do they have to sift through pages of search results because the most relevant content isn’t coming up first?
Getting your users to your content is more than meta-tags, indexes, and TOCs. In this session, we focuses on explaining how SEO applies to technical communications content and why you would apply analytics fundamentals when writing techcomm content. In this session, we will talk about how SEO writing techniques fit right into your corporate content strategy and how you can use qualitative assessment to helps drive website traffic and improve the reputation of your content and your company


About Massimo Paolini and Liz Fraley
Single Sourcing Solutions / Spectrum Group

Massimo PauliniMassimo Paulini is a self-described technology geek. Using the Web since the 90s, he’s a master at Web Analytics, everything WordPress, SEO, and SEM. He’s passionate about educating businesses on how to take advantage of online marketing with an eye for strategic measurement. He co-founded The Spectrum Group Online, a new kind of marketing agency: roots from traditional marketing that’s adapted to a digital world. Massimo is adept at translating marketing and technical know-how to the Web.

Liz FraleyLiz Fraley, before founding Single-Sourcing Solutions, worked in both high-tech and government sectors, developing and delivering technical design and strategy of authoring and publishing solutions as a Single-Source/XML Architect/Programmer. For over a decade, she has architected and implemented the single-sourcing systems for government and high tech companies. Specializing in practical development and deployment, she is a strong advocate of designing architectures that directly improve organizational efficiency, productivity, and interoperability.

Liz presents regularly at industry and vendor conferences and is very active in the software engineering user communities: SF Bay ACM council member, SF Bay Arbortext PTC/User group charter member, and host of both a blog and a podcast that focus on strategies, skills, and resources for the user community. She holds degrees in Computer Science and English from the University of College Park and a Masters in English from the University of Southern Mississippi. She holds degrees in Computer Science and English from the University of College Park and a Masters in English from the University of Southern Mississippi.