Chapter 1. Introducing data-driven content  a. Data-driven content  b. Business insights  c. Content creation  Chapter 2. Understanding the data ecosystem  a. Machine learning (ML)  b. Artificial Intelligence (AI)  c. Qualitative data d. Quantitative data  Chapter 3. Data collection and management  a. Data collection points  b. Managing your data  c. The role of GDPR  Chapter 4. Transforming data into content  a. Understanding your audience  b. Deriving data insight  c. Creating a content action plan  Chapter 5. Understanding why your content isn't working  a. Overcoming content pain points   b. Bridging and integrating mediums  Chapter 6. Creating content for marketing channels  a. Search Engine Optimisation (SEO)  b. Paid Advertising (PPC)  c. Social Media d. Emails and Newsletters  Chapter 7. Overcoming content barriers  a. Content for websites  b. Content for ecommerce sites / stores  c. Content for mobile devices  d. Content for voice & screenless search  Chapter 8. Making your content work harder  a. Revitalising existing content  b. Identifying new content  c. Your content creation framework  Chapter 9. Evaluating content success  a. Setting benchmarks, goals and objectives  b. Choosing the best KPIs  c. Reporting on results  Chapter 10. The future of data-driven content  a. The role of the machine  b. The role of the human  c. Human/computer collaboration

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