Director of Content Strategy & Assessment
University of Rochester
Brian Piper is the Director of Content Strategy and Assessment at the University of Rochester and is also an author, international keynote speaker, and consultant. Brian has been optimizing digital content since 1996. He has created online training programs for hundreds of companies including Xerox, L3Harris, IBM, and Volvo. He has spent the last eight years focusing on data analytics, digital marketing, and content strategy. Since 2021, he has been diving into Web3, community building, NFTs, social tokens, and is the founder of $PIPER coin. He recently co-authored the second edition of Epic Content Marketing with Joe Pulizzi which releases in March 2023. He is also a contributing author and editor of The Most Amazing Marketing Book Ever with Mark Schaefer, which releases in May 2023. Brian is a volunteer and Board member of the nonprofit Higher Education Web Professionals Association, he is a member of the Ed3DAO, and a mentor for the Content Marketing Institute. When he's not creating data visualizations, he teaches wingsuit skydiving and spends time with his wife and six children.
Thursday, May 11
US/Central from 11 :45 AM to 12 :25 PM ( 40 mins )
[Breakout] Optimize Content Performance and User Experience Effectively through Data Analytics and Insights
There are many ways to optimize your content for your users and for search engines. Where do you find the most impactful insights in your data and how do you use those to provide measurable changes to content performance and user experience? This presentation will provide specific things to look for in your analytics and show you how to improve your content performance based on your findings.
Key takeaways include:
- Where to find insights in different platform analytics tools
- How to make effective changes in your content to improve performance
- How to measure and track in order to prove the impact
Customer Journey Optimization