Our guest today was Huy Tran; who was here to speak to us on what it’s like to be a marketing manager for wide chain restaurants (Aburi group). He explained the importance of understanding data. How to analyze and use the proper tools to explain the data plays a key role in understanding how a piece of content is performing. Which in turn can really help you in future content creation as you know, for example with food, simple pictures of the food perform better than a lengthy video going into detail on how exactly the dish was put together. This kind of understanding of how to read and analyze data can give a good insight on how well some content will/should perform. Huy Tran went into detail on a content audit; which is taking an inventory of all of your content, looking at their metrics to make sure that your content is optimized for your strategy and to take the appropriate response. Whether that be removing certain types of content or upgrading it, or if it’s performing well enough and still aligns with your strategies. An example given was if one of your links goes to a page/site that takes long to load and there is a large dropout rate; than an appropriate action would be to see what is on the page/site and see what the issue for the load times are, and optimize the page for a quicker load time or change the content on that page to achieve a quicker load time. Huy explained for smaller companies you don’t need to do a content audit often, unless releasing new products or new locations, or if you are revamping the website itself. Larger companies that periodically have new releases of what they sell/provide, a content audit would be valuable to do more often.
