Smarter Content with Data-Driven Insights
Think before you talk. Analytics should do the thinking before content does the talking to your target audience.
Well, there are two ways. One way is to ask them — through surveys, market research and the like. Asking is always useful and critical as you build your audience. However, you can also look at what they do with your content – not just what they say they do.
Analytics enables teams to develop and optimize content strategies, as well as understand the value of content towards reaching business objectives. It provides insight into the amount of content produced, the nature of that content, and how it is used.
The great thing about digital technology is that billions of users are letting you know what’s on their minds in real time. Big data offers computed, very large, data sets that reveal these patterns, trends, and associations, in user behavior and interactions. With this type of analytics, you can learn what content resonates with your audience. How different audience segments interact with your content, and what content converts and drives revenue.
There are so many data streams and ways to analyze it. Quite daunting to dive into; however, what you should keep in mind is that each digital channel has its own set of analytics that can be examined for insights needed to craft engaging content. The data can be aggregated to find overarching trends for content. We will focus here on the top metrics that matter for digital content analytics.
At every given moment someone is searching the internet for something. Visitors arrive on a page by searching a word, or phrase. These user search terms are keywords that search engines such as Google, Bing & Yahoo use with an algorithm to determine relevance and lead visitors to your content. It shows that there is a volume of users interested in what you have to say.
Search terms are used both onsite and offsite. They reveal how a particular content is performing organically. There’s is no point creating content if there is no organic interest in the topic. For onsite search terms, understanding the pages that are bringing in traffic from organic search drives better decision-making for content overall. Evaluate the top organic keywords for that page and work to maintain that organic advantage.
For content on pages that are ranking well, you want to continue to boost visibility onsite and in other distribution channels. Find opportunities for optimization improvements. Respond to the search intent by providing the right content at the right step of the visitor journey. Choose titles, topics and messaging that informs the content creation process. You can consider using these pages as a framework for future content.
Social media metrics alone offers great insights into what topics users are following. Finding like communities in Facebook groups, twitter hashtags, reddit forums and other engagement metrics such as likes, mentions, pins, follows, fans, subscribers, views, are all metrics that indicate what types of content your target audience are interested in.
Content creation should generally follow where the traffic is going. That is, what’s trending, hot topics, featured news stories and the likes. Capitalizing on these trends will push your content to the fore, not just on social platforms but also in search algorithms.
Paid Media Analytics
Digital paid media include advertising on Google, Facebook, Social Media platforms, YouTube, Websites that are part a large display networks such as AdSense. These platforms use big data for advertising, including serving and rendering ads, personalizing ads to target specific audience down to what the last search term was or recent online purchases. Cookies are place on user browsers that track information in real-time enabling them present relevant ads to audiences.
Advanced machine learning algorithms provided by paid media train data at a vast scale, in order to make more accurate predictions. Such as the likelihood of ads to result in a click or conversion. The audience data form these learnings to signal identifiable attributes about a user or their context at the time of seeing the ads. They include attributes like device and location, demographics, as well as what ads performed best. Ads that are performing for specific audiences can be used as intel for producing content around the topics that users are clicking on or converting for.
Website Visitors Behavior
Traffic, navigation, and conversions — are imperative to find meaningful insights for content creation and optimization. Website metrics delivers data-driven insights about what type of content performs well and how long you can expect visitors to stay on your site enough to engage with the content.
Pageviews is a metric that show the pages with the most views. It correlates with visitor interest in the page content. Another metric is, time on site and bounce rate. Bounce rate is how quickly visitors are leaving your site. They determine if content is relevant to the site visitor or not. Look at those pages and ask questions about messaging and optimization.
Click data delivers deeper page level insights into visitor behavior. It helps put all the clues together on how they land on a page. Understanding this process offers context. You can also look at where they went next. This next step could indicate they still have questions and need more information. It may also offer insight into how call to actions (CTAs) are performing and if the content led to a conversion.
Content leads to conversions, whatever they may be—email signups, event registrations, purchases, etc. Tagging is a way to track a path to conversion. In Google Analytics, you can set up goals that measure conversion and track the percentage of conversions by dividing the number of conversions by pageviews.
This conversion percentage will inform if your CTAs are working and if your offers are of real value to your website visitors. Get the pages with good conversion percentages more exposure by optimizing for organic traffic, and distributing across channels (social, email, etc.), and linking to these pages from other content on your site with high pageviews.
Within just email, you can A/B test messaging, images, topic titles, copy, tone of voice and there is a lot of other variables that can be tested to keep optimizing content for the right segments. The main metrics for email content insights are open rate, click through rates and conversion rate.
Open rates show if your audience is interested in your message. It can inform topics and titles. If you have an email campaign around a particular theme, and one theme is doing better than another for a given audience, then you might want to create more content around that theme. Including repurposing content for other channels such as social and paid media.
Click-through rate (CTR) can reveal a lot about the performance of content. It can be a sign the content is not engaging enough for subscribers. Tracking CTR metrics not only helps to attribute website traffic, conversions, and ROI, but it can also reveal insights into effective (and ineffective) email design. You may start to see opportunities to tweak design, messaging, and calls to action for better results.
Conversion rates in email provide insights for things like content downloads, sign-ups, chats, calls, and leads from email recipients are all indicators of the types of content visitors want to engage with.
Determine which analytics are the most crucial for achieving your business goals such as revenue, growth, brand awareness, etc. To remain on top of content KPIs, create a tracking system. The idea is to keep a high content marketing score that helps to streamline content production, allowing a focus on producing content that matters.
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