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The Why, How and What of Measuring Content

It is unlikely that anyone interested in a Meetup devoted to Content Strategy would doubt the implicit value of content. Content's value is not obvious to everyone, however, especially if they are new to the idea of content marketing. It is very likely that you will be (or already have been) asked to show the quantitative worth of your content and its associated strategy. While this may be appalling to you, it's a valid question: "What is content worth, really?"

This discussion will focus on some potential motivations and methods behind applying a rubric to content's value, including:

  • How to discuss the subject with stakeholders
  • Aligning measurement with brand KPIs
  • Multi-channel/cross-channel content measurement vs. channel-specific measurement
  • The nuts and bolts of actually reporting on content success

We will start with a brief presentation to frame what should be a geekishly delightful discussion.Our presenter and conversation stimulator:

Lars Von Sneidern
Director of Analytics and Optimization
The New Group

Lars is an expert data analyst, market researcher and strategist with experience in traditional and digital media measurement that integrates comprehensive analytics and research into actionable data insights. Currently, he is driving innovation in content tracking/measurement, B2B lead dynamics, advocacy strategy and Integrated Marketing Intelligence dashboards. In the past, Lars’ primary market research helped optimize media mixes of Fortune 500 corporations to reduce marketing spend while increasing campaign effectiveness. Lars is also a sweater vest provocateur.

 

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  • andrew

    thanks for the event. I learned a lot.

    July 23, 2013

  • Michael P.

    Hey All,
    I want to thank everyone for putting it all together. It was great and informative as usual. I'm super stoked about winning the drawing for the conference...can't wait!!! Thanks again, and I look forward to the next one.

    July 19, 2013

  • Jack M.

    Thanks, Lars, for a great presentation, and thanks, Jim, for letting me announce LavaCon. Congratulations to Michael Pilolla who won the drawing for a comp entrance to the conference.

    For those of you who couldn't make the meeting, you can download the Content Strategy issue of Intercom magazine here: http://lavacon.org/lavacon_sched_intercom_cs_issue.pdf

    Also in that PDF is the conference schedule and a $100 discount code for CS PDX MeetUp members. More info on the LavaCon site itself: http://lavacon.org

    Cheers,

    Jack Molisani
    Executive Director, The LavaCon Conference[masked] x201
    www.lavacon.org Oct 21–23, 2013
    Portland, Oregon

    July 19, 2013

  • Lars v.

    Thanks to everyone who came out to meetup last night, it was a blast. Here is a link to the slideshare version of the deck we discussed. Feel free to contact me if you have any questions: lars at vonsneidern dot net.

    http://www.slideshare.net/LarsvonSneidern/measuring-content-content-strat-pdx-final2

    1 · July 19, 2013

  • Jesse G.

    open spot!

    July 18, 2013

  • Tim G.

    I'm unable to attend due to an out of town guest. My confirmed spot can be used for someone on the wait list.

    July 18, 2013

  • Marsha H.

    Last minute conflict... Just updated my RSVP to free a spot.

    July 18, 2013

  • Sergey M.

    I can't make it; wife's not getting home in time to watch the little guy :\

    Hopefully someone records this (or something). I was really looking forward to it. If anyone from Vancouver, WA is going, I can lend you a video camera (nothing too fancy) to record it with. I was planning on bringing my nicer Cam to record it too :(

    Giving up my spot now. Hope it's not too last-minute :\

    July 18, 2013

  • Koren B.

    so sorry for the very late notice... I hope someone else will be able to take my place. sorry to be missing it.

    July 18, 2013

  • Jonas H.

    Dang. Forgot about mother's 60th birthday dinner. She's ring my neck. Hope this is recorded, I really wanted to come to this one and learn. Next time.

    July 18, 2013

  • Andrew M.

    I will not be able to attend. Please give my seat to someone else. Thanks!

    July 18, 2013

    • Jim W.

      Looks like you've already removed yourself from the list. Thank you!

      July 18, 2013

  • Pete S.

    Sorry, something came up.

    July 18, 2013

  • Jenn P.

    Unable to make it tonight - please give my spot to a wait-lister!

    July 18, 2013

    • Jim W.

      OK. Thanks for letting us know!

      July 18, 2013

  • doug c.

    I am not going to be able to attend tonight. Please allow someone on the wait list to take my spot.

    July 18, 2013

    • Jim W.

      Thanks for letting us know, Doug. I changed your RSVP. We'll look forward to seeing you another time.

      July 18, 2013

  • Carmen H.

    Love and miss ya, Lars, but freeing up a space for folks who haven't had daily access to your brain ;)

    July 17, 2013

    • Lars v.

      But this is Lars 2.0! Let's catch up soon :)

      July 18, 2013

  • Greg G.

    Looks like a great topic, but need to pass my space on to someone on the waiting list.

    July 18, 2013

    • A former member
      A former member

      Thank you.

      July 18, 2013

  • Jessica P.

    Can't make it tomorrow after all. Boo. But hooray for someone on the wait list! Hope to be able to join next time!

    July 17, 2013

  • Joel B.

    Damn. Am in flight, returning from a client meeting and can't make it. I hope there is a follow up.

    July 16, 2013

  • A former member
    A former member

    Good Morning,
    I am on the wait list and really hope I get a seat. Something I would like hear about is what training do you recommend for someone interested in sharpening their skills. Stay Safe,
    Judy

    July 15, 2013

  • Michael P.

    Please, please, please let me come to this one!

    June 15, 2013

  • Erin N.

    I would absolutely love to attend this event. Please post slides for those that are on the waitlist!

    3 · June 13, 2013

  • Davis G.

    Sounds like an excellent event!

    June 9, 2013

  • Jack M.

    Hey All. For those who are not STC members, I will be bringing copies of the current issue of Intercom magazine, which focuses on Content Strategy. The issue is guest edited by Alan Porter and contains articles by Rahel Bailie, Scott Able, Joe Golner, Robert Rose, Sarah O'Keefe, Yours Truly, and more. http://intercom.stc.org/wp-content/uploads/2013/05/may2013.jpg

    2 · June 7, 2013

  • Lars v.

    Wow, what a great response! If anyone has anything they specifically want to discuss, please hit me up on Twitter or via email: twitter.com/LarsvonS // lars at vonsneidern dot net

    June 6, 2013

  • Kerry Carnahan E.

    Argh, I have tickets to come to PDX for this but didn't think I had to RSVP in 24 hours or less. So I have my fingers crossed that I can get it!

    June 6, 2013

  • Darrin H.

    Thanks for re-opening!

    1 · June 6, 2013

  • Shawn V.

    Rubric? KPIs? Sweater vest? I am SO there! Lars, thanks for stepping up to share your insights and expertise.

    June 5, 2013

  • Scott F.

    Looking forward to the presentation and collaboration with colleagues.

    June 5, 2013

  • Marcia S.

    I have managed sites and content since 1995 but there is always more to learn!

    June 5, 2013

  • Ivonne R.

    Thanks for the advanced notice, ~Ivonne Rivero

    June 5, 2013

  • Marcia Riefer J.

    Sounds like a terrific topic. I wonder which sweater vest Lars will wear.

    1 · June 4, 2013

    • Lars v.

      Middle of July? Likely something light :)

      June 5, 2013

  • Scott S.

    Thanks!

    June 5, 2013

  • Greg G.

    Nice to see activity for this group increasing.

    June 5, 2013

Our Sponsors

  • 24|Seven

    Thank you to 24|Seven for providing refreshments for our February event!

  • Citizen

    Thanks to Citizen for our February refreshments!

  • Funnelbox

    Funnelbox is the official video partner of the CS PDX group

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