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Content intelligence: A case study at the American Cancer Society
Applied Marketing Analytics: The Peer-Reviewed Journal,
2
(2),
152-161
(2016)
Abstract
For more than 100 years, the American Cancer Society has worked relentlessly to save lives and create a world with less cancer. The Society helps people stay well, get well and fight back against cancer through content marketing. In this paper we will explain how the Society and Content Science partnered to modernise the renowned nonprofit’s approach to content and analytics by establishing content intelligence. We also will share some top lessons that were learned which any company or organisation can use to start applying and benefiting from a content intelligence programme.
Keywords: content intelligence; content marketing; marketing analytics; health marketing; health communication; content strategy; marketing optimization; user experience
The full article is available to subscribers to the journal.
Author's Biography
Colleen Jones as CEO of the content strategy and intelligence firm Content Science and a Star Wars fan, regularly advises top organisations on becoming Jedi Masters of content marketing. Colleen cofounded ContentWRX, a software service to assess content effectiveness. She also wrote the cornerstone content books, ‘Clout: The Art and Science of Influential Web Content’ and ‘Does Your Content Work?’. Colleen speaks at conferences and client events around the world to help content make a difference to branding, user experience and customer satisfaction.
Melinda Baker has been improving things online for over two decades. Melinda has worked on a variety of digital opportunities, including consumer-facing content sites, corporate sites, intranets, online banking, online bill payment, reverse logistics, accounting, b2b procurement, and portals. Making things work for people by improving content, improving processes, supporting accessibility, and increasing usability are core to all of Melinda’s work. She is currently at the American Cancer Society leading a team that manages the marketing strategy and implementation for the organization’s web presence, including cancer.org, sub-brands and properties.
Citation
Jones, Colleen and Baker, Melinda (2016, June 1). Content intelligence: A case study at the American Cancer Society. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 2, Issue 2. https://doi.org/10.69554/FFIA5687.
© Henry Stewart
Publications LLP
Publications LLP