- What do companies like Intuit, Netflix,

and Google have in common?

A culture of optimization.

They run literally thousands of experiments

in tests each year.

The exciting thing is you can create

a culture of optimization about your content.

Because testing your content takes time and resources,

it's wise to focus on areas

where change could make a big difference to your goals.

So let's look at three situations to employ testing

to optimize your content's impact.

The first situation is making

good content performance even better.

This is all about making promising content

reach its potential.

For example, home security company Blink

constantly trials different combinations

of text and images for its onboarding emails

as well as other content.

Each winner then faces off against a new version

until Blink knows they have

the best combination of content.

Optimization is just part of business as usual.

Similarly, retailer Adore Me

tests multiple versions of images

and has found that even subtle changes

in a model's position can double sales.

The second situation is fixing content

that's underperforming.

Testing can help to identify the cause

so you can solve the problem.

And it's usually more cost effective

to fix a problem than to scrap the content entirely.

For instance, when American Cancer Society

ran into an issue with a web page

about one of its programs,

it looked at the data and realized

the page was trying to cater to two distinct audiences.

In doing so, the content was leaving both groups

with more questions than answers

and lots of frustration.

So the team successfully reorganized the content

and offered pages tailored to each audience.

The new approach reduced calls and email inquiries

with basic questions about the program,

and more importantly, the change

helped increase signups to the program.

And finally, let's talk about how you can test

new content opportunities.

If you want to take your content to the next level

or capitalize on an opportunity,

think about questions such as

how can we meet the interests,

needs and expectations expressed by our customers?

How could we package content differently?

How could we monetize content more effectively?

Netflix is a prime example.

After its success with "House of Cards",

a big experiment there, it has developed new hits

ranging from "Daredevil" to "The Crown".

And in expanding beyond the U.S.,

Netflix has painstakingly translated

and localized content for every international market

and been rewarded with explosive growth.

So take inspiration from Intuit, Google and Netflix.

Create a culture of optimization around your content.

Focus on making good content perform even better,

avoiding costly problems and taking advantage

of new opportunities.

Your content will have more impact

than you thought possible.

(upbeat music)