I'm trying to convince non-creative folks about the value of content strategy. I need facts and figures. Bonus points for graphs.
All I need to prove is that the stuff on your website is valuable to visitors. That content matters.
But there is a serious lack of empirical research to prove this. Why aren't there studies done on the value of content strategy? Is the topic too broad? Is it just common sense?
Proving Our Value
As content strategists, we should be able to appeal to emotion, common sense, and hard logic to convince skeptics of our value.
Emotion I can do. We're solving user's problems and creating a great experience. Common sense is a little fuzzier, but it still works - after all, why wouldn't the content on your site be valuable?
But hard logic - numbers and graphs - I'm having a tough time here.
Melissa Rach from Brain Traffic gets the award for closest to the mark, but even this is too convoluted for an internal or client presentation.
Content Strategy, Not Social Media
I can show you a dozen studies - Forrester, eMarketer, MarketingSherpa - that prove social media's worth. The ROI of social media topic is so 2008.
But broader content - not just on a Twitter feed or blog, but incorporating all website text, metadata, videos, etc. - finding hard evidence for that is proving impossible.
Please Prove Me Wrong
I've searched on paid and unpaid professional research sites. I have worked the limits of my Google powers. But maybe you can help.
As a content strategist, how do you prove your value, in real, empirical numbers? What studies do you use? What have I missed?
I cannot honestly believe there has not been a study of this information (and if so, what a huge oversight!). Content strategists are in a battle to prove their relevance. We'll need research, studies, ROI figures, etc to do this.
I would love to hear what studies you've seen or learn how you are coping with this challenge.
(Image courtesy of firstname.lastname@example.org via Flickr)