User-centered content: how to plan it, do it, and measure it

If you have or are responsible for the content on a website, congratulations! You’re a publisher. Whether it’s blog posts, newsletters, updates, press releases, product descriptions, microcopy, teaser videos, no matter — you’re not getting the most bang for your buck if you’re not placing your audience needs front and center.

Knowing what content your audiences actually want is...tough. And building a content or editorial strategy around what they want, well, that's not much easier. In this talk, we'll explore a practical, tactical approach to user centered content planning and creation. We'll focus on:

• Better understanding your key audiences
• Identifying specific needs within targeted audiences
• Planning content in appropriate channels that addresses those needs
• Designing metrics that determine content efficacy

Come on by and get excited about your new mission: ensuring everything you and your team produces is something your audience wants to experience.