Dan Ariely, a professor of psychology at Duke, recently tweeted: “If we have data, let’s look at data. If all we have are opinions, let’s go with mine.” I think that sums up why data should be a part of your content strategy.
I wrote a post for TriUXPA on how to use data in your content strategy. The short version: use the data we have about how users interact with your content to create better, more useful content and allow the data to influence your content strategy.
The value of basing decisions on data goes beyond meeting user needs. It helps settle conflicts. As Ariely says, in matters of opinion we all believe we are right. But with data, at least we have something substantial to guide decisions. It becomes harder to argue against decisions based on analytics, search logs, and user feedback.
Check out my post on the TriUXPA site: Drive Content Strategy Decisions with Data