Making the Call on Content Quality

Content quality is an elusive concept. Do we measure by Google's algorithms? our corporate standards? audience feedback? all three? How do you get the balance, make content consistent, work for our audiences, speak with a single voice? We have some special speakers in store for this meet-up, so earmark your calendar!

6:30 - 7:00 Network over a drink

7:00 - 7:20 Sponsor Presentation - Dr. Andrew Bredenkamp, CEO, Acrolinx

Three Serious Barriers to Content Quality, and What You Can Do about It

Traditional content metrics are broken - they often give a false impression of your performance. Are high volumes and on-page time a positive or negative thing? It's hard to tell if you don’t have quality content and you’re not using the right language. Learn how to move from a model that measures inputs to one based on measuring and managing outcomes. Andrew is coming from Zurich to present!

7:20 - 7:40 Group discussion and networking

7:40 - 8:00 Presentation - Mitesh Patel - Digital Marketer

Content Quality through the Lens of Findability

If you create content but it doesn't rank in search engines, does it count? The quality of your copy isn't particularly important if it's not read. The quality of your content has to include techniques to make it findable, and Google's recent changes to their algorithms means that they have become instrumental in defining quality. Learn what this means for copywriters and content strategists.

8:00 - 8:20 Case Study - Lucie Hyde - Head of Content and Digital Channels at Barclaycard

Effective or Good: Real-Life Choices

Having quality content doesn't necessarily mean it is effective content for your audiences. Finding the balance between theoretical quality content and actual content effectiveness can be tricky to get right. That's especially true when the balance isn't just between those factors, but also aspects such as corporate politics and departmental silos. Lucie will give us an amalgamated case study with some pithy examples.

8:20 - 9:00 Q&A, network and nightcaps

Housekeeping item: Last time, we had a waiting list of people who wanted to come, and a number of no-shows. Hoping to alleviate the congestion point by asking for a £5 donation (non-refundable), which will be given to our chosen charity, Translators without Borders (http://translatorswithoutborders.org/).