Are you looking to improve your marketing strategy but don't know where to start? Content analytics might be just what you need. It will help you determine what content is resonating with your audience and what needs improvement.
If you're not currently using content analytics, now is the time to start. In this post, we'll explain what content analytics are and how to use them to improve your marketing strategy.
How Can Content Analytics Be Used to Improve Marketing Strategy?
So, what is content analytics? In a nutshell, they're the tools and methods you use to measure how your content is performing. This can include things like pageviews, social shares, and conversions.
But it's not just about measuring the success of your content; it's also about using that data to improve your marketing strategy. For instance, if you notice that one of your blog posts is getting a lot of traffic but no conversions, you might want to tweak the headline or the call to action.
Similarly, if you see that a particular type of content is doing really well on social media, you might want to produce more of that kind of content. Fewer than one-third of marketers (32%) believe they effectively use enough material. Content analytics can help you make data-driven decisions like these, which will help improve your marketing results over time.
What Are Some Common Metrics That Content Analytics Track?
Although 83% of marketers use metrics to measure the performance of content, only 51% understand how their content is performing, and the remaining 17% either don't use metrics or don't know if metrics are tracked. Content analytics can help you track numerous metrics, depending on what's important to you. Here are some common ones:
1. Traffic: It is the number of people who have visited your website or blog.
2. Pageviews: This is the number of times a page has been viewed.
3. Unique visitors: This is the number of people who have visited your website or blog once or fewer times.
4. Time on site: This is the average amount of time a visitor spends on your website or blog.
5. Bounce rate: This is the percentage of visitors who leave your website after viewing only one page.
What Are Some Common Content Analytics Tools?
The top technologies used by content marketing teams are social media posting (65%), website analytics tools (50%), and email marketing software (44%). This shows that the tools below are utterly useful for you as a digital marketer.
Well, there's Google Analytics, which most people are familiar with. It's a great tool for tracking website traffic and understanding where your visitors are coming from.
Another popular tool is BuzzSumo. It helps you measure the social media reach of your content and see which pieces are resonating with your audience.
And finally, there's Omniture, a comprehensive suite of tools for measuring website performance. It can help you track everything from page views to conversion rates.
How to Interpret Content Analytics Data
In order to do this, you need to ask yourself some key questions:
· What are your goals and KPIs?
· What type of content is resonating with your audience?
· What topics are your audience most interested in?
· Who is your audience?
Once you have the answers to these questions, you can start to look at the data and see what insights you can glean from it.
Top Tips for Using Content Analytics
Here are a few tips for getting the most out of content analytics:
1. Start by identifying your goals. What do you want to achieve with your marketing strategy? Content analytics can help you track your progress and identify areas where you need to make changes.
2. Use the data to create buyer personas. Persona is a made-up composite of your ideal customer. By understanding the characteristics of your audience, you can create content that's more relevant and engaging.
3. Analyze your competition. What are they doing that's working? What can you learn from them?
4. Experiment with different channels. Not all content works well on all channels. Try different combinations and see what works best for your audience.
5. Keep track of trends. What's popular right now? What's on the decline? How can you adapt your content to stay ahead of the curve?
Final Thoughts
With this information at your fingertips, you can fine-tune your marketing strategy to produce better results.
So, what are you waiting for? Start using content analytics today and see the difference they can make for your business.