Avoiding the Blind Spots of Algorithms
It's easy to lean on algorithms when making decisions about content presentation. Algorithms are not perfect, though, and they can create content blind spots if your content team's decision-making process is driven by data alone and "no gut." Sometimes, the key to making a piece of content more appealing or useful to members is putting it in the best format. "Maybe it shouldn't be an article, but a webinar," Associations Now columnist Ernie Smith writes. "Maybe it's getting buried in the inbox, but plays better in search." If your content strategy is creating such gaps, the rule of thumb should be "don't just rethink the content ... rethink the context."
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