Analytics-informed content strategy: a case study

A large portion of content strategy is more than just driving traffic to a site and expanding your presence. It’s also about making sure the users you already have are presented with the right impactful content at the right points along their journey. Site analytics can offer key insights into how your content is performing and how to optimize your pages for your target audiences.At the University of Notre Dame, the majority of undergraduate students have to take at least two language courses to graduate. One of our college’s main priorities is encouraging students to go beyond the minimum and take more courses, and even consider adding another major or minor. Since students already have to interact with our language program websites to complete their degree requirements, we know we have a large audience for this messaging already, we just had to help them find it.The Department of Romance Languages and Literatures is our largest language department and houses several graduate programs, adding a layer of complexity to the redesign process. Using insights from Google Analytics we devised a content strategy that more effectively presents key messaging to each of our key audiences.This presentation will walk you through the redesign and content generation process behind our current Department of Romance Languages and Literatures website, including what analytics we used along the way and how they informed our decisions at key moments. We will also look at how to measure the success of those decisions.


Elicia Dennis — University of Notre Dame

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