Hilary Marsh is president and chief strategist of Content Company, a content and digital strategy consultancy. She helps content-rich organizations get better results from their content by improving their practices. Clients include Allstate, American Bar Association, American College of Cardiology, American Medical Association, Endocrine Society, Institute of Food Technologists, Intuit, and Syracuse University. Hilary has taught at Kent State University, the University of Strasbourg, and University of Applied Sciences FH Joanneum in Austria.

She also offers a public online content strategy course at https://firehead-training.net/course/content-strategy-overview. Hilary has been published and quoted in Content Strategy for the Web, Content Strategy at Work, and reports from Prophet/Altimeter. She is a frequent speaker at national and international conferences and meetups. She leads the content strategy community at https://content-strategy.com.

Content Effectiveness: Measuring What Matters

All too often, we measure content effectiveness using the data that’s easiest to gather: pageviews via Google Analytics, conversion statistics, or revenue. But in reality, as sociologist William Bruce Cameron wrote, “Not everything that can be counted counts, and not everything that counts can be counted.” Creating effective content is about setting smart, measurable goals for content, learning whether or how well content achieved its goal, and taking this information into account for future content. This session will cover practical examples and guides for making your organization’s content more effective.

In this session, attendees will learn:

• Identifying what content success looks like
• How to actually do the measurement to determine whether content is successful
• Understand and overcome roadblocks to content success