Content marketing analytics is an essential tool for brands to understand consumer buying patterns. There are three important challenges in content analysis. First, brands lack real time data from their consumers. Real time data and analytics allow content teams to make quick adjustments once they discover that channels, assets, or campaigns are not meeting expectations. Second, analytics help determine where changes need to be made as well as when. The third challenge is collecting this data in a way that is easily shared across channels.
Consumers are increasingly spending less time watching television and more time online. Brands need to understand how these changes are changing the consumer landscape and how content marketing analytics can help them better understand their audience. If you want to understand your audience better, you need to watch what they are watching. It is the first challenge that marketers face.
Once a brand has identified where their audience is spending their time, they can use content marketing analytics to find out which platforms and devices they are viewing their content on the most. This data is typically captured by an open feedback unit. The feedback unit then sends the data to the marketers’ website. The insights from this study can tell marketers what pages on their sites or pages in their campaigns are attracting the most interest, how these pages rank within the search results, and what keywords are being used to target these consumers.
Content marketers need to understand their customers and their channels. Content channels include mobile apps, Facebook, Twitter, YouTube, SEO, and other social channels. Marketers must ask: Are users staying on these pages longer than the last time they visited? Are users searching for information differently than ever before? Knowing this information can help marketers create campaigns that are more successful.
What Makes Content Marketing Analysis Important?
Content marketing requires a deep understanding of ROI. Good content marketing analytics report should provide insight into how well a campaign is performing against other campaigns. These reports should also show a trend in the average ROI over time. Ideally, every marketing campaign should show at least one metric per month. However, the metrics should be clearly separated into channels that should be measured on a per month basis. This means, for example, that marketers need to track how well their iPhones or iPads are performing against other iPhones or iPads.
Marketers should also look for an easy way to communicate with content teams. Analytics should provide real-time access to dashboards and software that make it possible for content teams to view, track, and manage content performance data in real-time. If content teams are able to view and update their data in real-time, they can quickly identify performance problems and resolve them in real-time. As a result, marketers can accelerate the rate of content deployment.
Another great tool for content marketing analytics is the social share tally tool. Social shares are a powerful metric that shows how popular a post is on a particular channel. More people are replying and sharing to posts, and the amount of time followers spend commenting on a post increases exponentially. The Social Metrics WordPress plugin makes it easy to analyze and track social shares from any blog or site. Using this powerful plugin, you can easily determine which social shares are most influential and create content campaigns around those aspects.
Content marketing analytics should be used to gain a comprehensive insight into the performance metrics being tracked. A quality analytics solution can give insight into which content scoring methods are generating the most traffic and which ones are costing marketers the most money. Marketers should use all the tools available to create an effective strategy, which is then leveraged with DTM and other SEO tools. By doing so, marketers can get a complete picture of their audience and optimize their content and SEO to drive highly qualified leads and customers to their websites.