Lisa Trager: Content Strategy Workshop: Gaining Insights Into Your Targeted Audience Through Competitive Analysis, Analytics and Stakeholder Research
8:30 am - 9:30 am - Registration & Breakfast
9:30m - 1:00 pm - Workshop (Live or Virtual)
Discovery is one of the most important phases of any project. Often given short-shrift in the budgeting and planning stage, this workshop will equip you with the reasons to fight for enough time to gain insights into your targeted audience. The site structure and nomenclature you recommend should be a result of quantitative analysis, which is done in Discovery.
Three main components include:
- Competitive Analysis
- Using Metrics and Keyword research and
- Stakeholder / User Research
Accomplishing these tasks will not only lend a hand in providing relevant content to your targeted audience, but will also help to ensure that your site is search engine optimized. After all, what’s the point of all that hard work if the site and specific topics can’t be found by search engines or – users!
Participants are invited to bring projects you are working on along with a list of competitor sites, metrics, and any other research you have or can share. Along with examples Lisa has to share, the workshop will be an opportunity to roll up your sleeves and apply templates, exercises and tasks to the projects you may be working on.