Making the Case for Content

Just asking for resources to work towards “better web content” is not going to get you anywhere with internal stakeholders. Yes, qualitative user research will demonstrate improvement (or not). If people like what you’re doing, it’s easy to assume that good things will follow. But a critically important part of identifying measurable results is to implement a web analytics program. Only web analytics will provide you with hard data about how content efforts have impact on your business’s bottom line.

Web analytics can help you prioritize which content to focus on first. Where will your efforts have the greatest impact on your business’s bottom line? How can you clean up your content to help your users find information and complete tasks as quickly and efficiently as possible? Where might additional engagement with persuasive, deeper content make a difference in your customers’ life cycle?