Two short years ago, I left a conference feeling demoralized. How could people care more about metrics than about their global content? This year was different.
I think almost everyone knows how much I love Val Swisher. I think I’ve learned a lot over the last 2-3 years from her that I’ve been able to apply towards my current job. I have to say that as I was coming into the content strategy scene, I wondered about the emphasis on metrics, too. It wasn’t something that I knew a lot about, and in my work I usually didn’t have to get too deeply involved in that part of it. This isn’t to say that metrics aren’t important, but rather I didn’t understand how that would supercede how one would have to look at the big picture, much like Val describes (and she’s in deep with this stuff much more than I am, so she would know). So, I can understand her joy in seeing this switch over time. It makes more sense to me, too. Read this!