The LavaCon Content Strategy Conference | 24-27 October 2021 | Virtual
Noz Urbina

Noz Urbina photo

Noz Urbina is one of the few industry professionals who has been working in what we now call “multichannel” and “omnichannel” content design and strategy for over two decades. In that time, he has become a globally recognized leader in the field of content and customer experience. He’s well known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalized, contextually relevant content experiences in any environment. Noz is co-founder and Program Director of the OmnichannelX Conference and Podcast. He is also co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits” and lecturer in the Content Strategy Master’s Program at the University of Applied Sciences of Graz, Austria.



Mapping Content Measurements to Business Metrics for More Strategic Insights

This workshop looks at the common mistakes that content teams make when developing their content measurement strategy and how to fix them.
Attend and learn to position content in a way that resonates with the organization that funded it, and the users who consume it, by focusing measurements on customer journeys and top user tasks.
Looking back on two decades of project experience, Noz Urbina has become a little obsessed with measurement. Despite having more raw data than ever on content and user experience, content teams still measure their output with metrics like simple hits, likes, clicks, and shares. Instead, we should be measuring whether it fulfilled its reason for being.
We will walk through examples where clients changed their measurements to achieve 10s and 100s of % improvement on their key content metrics.

In this session you will learn:

  • The common pitfalls in the content measurement landscape
  • How to change the internal discussion around content to focus on what managers and users care about
  • How other organizations were able to make high-impact changes and redesign content to work better on all channels