Is your content working? Is it engaging your audience? Is it turning them into repeat visitors and/or paying customers? In this video, content strategy expert Laura Busch explores the content experiments successful content managers use to find answers to these types of questions. She begins with an explanation of how to define the success metrics and content variations one must establish before embarking on a content experiment and then moves into a detailed explanation of nine proven types of content experiments. You’ll come away with a firm grasp of the why and how of content experiments and the confidence to create your own.
Discover what content experiments are and how they’re used to test content performance
Understand the role of conversion rates and statistical significance in content experiments
Determine how to best define your content experiment success metrics and content variations
Learn about headline A/B testing, time zone testing, distribution testing, and more
Explore nine content experiments you can use to gauge customer engagement and conversion
Laura Busche, director of content strategy at Creative Market and co-founder of the interactive agency Ozone Labs, has been working in content marketing, branding, social media, and on-line marketing since 2008. She authored the O'Reilly title "Lean Branding"; contributes regularly to Smashing Magazine and Sitepoint; and is a member of the Global Shaper program at the World Economic Forum. She holds a business degree from American University and a M.A. in design management from the Savannah College of Art and Design.
Laura Busche (@laurabusche) is the author of the Lean Branding book from O'Reilly Media and heads content strategy at Creative Market — an Autodesk company.
She earned a summa cum laude degree in Business Administration from American University in Washington DC, a Master of Arts in Design Management from the Savannah College of Art and Design (SCAD), and is currently completing a doctoral degree in Consumer Psychology. The World Economic Forum invited Laura to join the Global Shapers community of young people changing the world. She has grown passionate about content marketing from working at Groupon, National Geographic, mentoring hundreds of startups for Colombia’s IT Ministry, and co-founding her own digital agency (www. ozonegroup.co).
Laura is also a regular contributor at Smashing Magazine, Sitepoint, Invision, and Canva’s Design School.