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Content Marketing Analytics: 9 Ways to Revamp Your Strategy Using Data

Content is king. Research shows that even in 2022, 90% of marketers who use content marketing have pledged to continue using the avenue to promote their brands or businesses. 66% state that they plan to increase their content marketing budget. 

However, content can only reign supreme on its throne if it’s assisted by proper content marketing analytics. Content marketing analytics is the solution to the top challenges marketers face, which research outlines as creating content that generates leads and receives high online engagement and finding ideas for new content. 

Let’s learn why content marketing analytics matters and how you can use analytics data to revamp your content marketing strategy.

What is Content Marketing Analytics?

 
Content marketing analytics is the tracking and reporting of key content metrics. These metrics impact your digital and content strategies.
 
Content marketing analytics helps you measure the scope of your content and understand its effects on meeting different marketing goals and achieving the desired outcomes.
 
Key performance indicators (KPIs) lie at the heart of content marketing. KPIs help you measure the performance of your content and determine whether you’re achieving your content marketing goals.
 
Your selection of KPIs will consequently determine the quality of your analysis and the improvements you’ll make to your content strategy. 
 
For instance, if your KPI for the year is increasing the number of blog subscribers by 30%, measuring social media metrics is unimportant. Therefore, it should not be included or tracked in the reports.
 
However, if social media is still a crucial part of your strategy, your KPI should indicate its importance so that it can be measured, included, or tracked in the reports.
 
For instance, if you want to increase the number of blog subscribers by 30% using traffic from Facebook links, then your KPI should track the number of new blog subscribers specifically coming from Facebook links.

Why is Content Marketing Analytics Important?

Content marketing analytics helps organisations answer a handful of essential questions. These are:

  • How can we tell that the audience is interacting with our content?
  • Who is reading our content?
  • Which form of content performs best?
  • What’s the bounce rate for our website or web pages?
  • Which messages resonate strongest with our audience?
  • When is the best time to publish new content?
  • How much of our content is being read or skipped by the audience?
  • How can we tell if our content strategy brings leads or drives conversions?
  • How can we find gaps in our content marketing strategy?

Answering these questions drives the decisions necessary for improving an organisation’s content marketing strategy. Since you understand the impact your content strategy has on your end goals, you understand the areas that need improvement and the gaps in your program.

Therefore, you improve your content marketing efforts and create a better approach to digital marketing for your brand.

Some of the benefits of better content marketing include:

  • Increased brand awareness
  • Long-lasting audiences
  • Higher SEO performance and SERP rankings
  • Better performance across content channels
  • More industry authority and trust as a thought leader
  • Better lead generation and conversion funnels
  • Improved customer loyalty and increased brand advocates.

Perhaps the most powerful advantages of content marketing analytics are realised when you better understand your digital marketing program. Learning more about your program brings additional benefits such as:

  • Using data visualisation to see across your business or organisation
  • Seeing a complete view of customer behaviour and habits across channels
  • Improving customer journeys and personalising customer experiences
  • Discovering better uses of your data
  • Improving engagement strategies for real-time interactions with your customers
  • More effective and proactive decision-making in the business
  • Better advertising, sales, and social media strategies.

Examples of Content Marketing Analytics Tools

 
You can use several content marketing analytics tools to get a deeper insight into your content marketing strategies. Some of the most common ones include:
 

Buffer

Buffer is used primarily for understanding channel performance in detail. The tool produces customisable reports tailored to your goals.
 

Google Analytics

Google Analytics is one of the most preferred content marketing analytics tools for easy integration with Google business tools. It also facilitates data-driven decision-making for content marketing strategies.
 

SimilarWeb

SimilarWeb helps you understand where your content and website strategy stand compared to industry standards.
 

Moz

Moz is one of the most preferred content marketing analytics tools for measuring SEO content strategy and determining the right keywords.
 

9 Ways to Revamp your Strategy Using Data

Content marketing analytics can be overwhelming for seasoned marketers and beginners alike, especially when applying the insights to real-life campaigns. Let’s look at nine ways to leverage the power and data from content marketing analytics.

1. Use Bounce Rate to Identify Pages with the Highest Engagement and Common Themes

According to statistics, an e-commerce site experiences an average bounce rate of 47%. Therefore, any number higher than that is considered a high bounce rate. However, this number should not be approached with glumness and worry.

Instead, a high bounce rate can inform you where you need to improve in your content marketing strategy and the specifics of what you need to change. What you should track is where the visitors are bouncing to when they leave your site or webpage.

What is it that is drawing them there?

For instance, if your socks page has a high bounce rate and your audience instead visits the socks and sneakers combo page, it might mean that your audience prefers combo deals or reading about combo deal reviews over one-product pages.

That might inform the kind of content you want to present to your prospect and possibly the kind of products you should be selling if you’re running an e-commerce site.

2. Identify the Terms Your Top Pages Rank for and Create Content Related to Those Terms

Typically, a content marketer seeks to tailor a page to target a set of popular keywords that would drive traffic to the site. However, for this process, you reverse engineer your page rankings and identify the terms your top pages rank for. These terms will inform the kind of content you create next.

Google Search Console is an excellent tool for this job. To discover the keywords your website ranks highly for, you first create a free Google Search Console account and verify a web property (your website).

In the performance menu, you can enter the URL of any page on your website, hit apply, and then view a list of queries for which the website or website URL ranks. You can then start targeting these keywords in your following content.

You can also switch to Ubersuggest and Google Ads Keyword Planner to find related keywords that you’re not ranking for and target those too.

Combining these two strategies help reduce content gaps, increase clicks, and increase impressions on current URLs.

3. Identify Content Gaps to Inspire New Content

Content marketing analytics don’t only tell you what pages your users visit. The insights can also inform you what content users are looking for but not finding on your site. That’s because content marketing analytics tools look at the user’s journey, tracking them from when they visit your website to when they leave.

The “how” part of this user journey can tell us what the user searched for before making it to your site. With this knowledge, you can fill out any content gaps your site might have.

For instance, using Ubersuggest, you can discover the search terms with the most traffic and the top pages that rank for them. Then, you can cross-reference these keywords with the analytics from your page, paying close attention to the bounce rate, time spent on site, and exit rate.

Pages with consistent traffic but a high exit or bounce rate are not meeting the content needs of the visitor. Keyword research helps you identify these keywords and guide you in adding content that covers them.

4. Use Segmentation to Boost Content Engagement

Great marketers know their buyer persona. This information is readily available in most content marketing analytics tools.

The buyer persona helps marketers create better content marketing strategies that bring more leads and drive higher conversions. An experienced content marketer would use these buyer personas to segment their target audience and deliver tailored content to boost engagement.

Segmentation also comes from the simple fact that not all visitors to your site are potential buyers. Some want to make a purchase as soon as they’re convinced, while others want to take a while, understand their options, pros and cons, and start considering buying one.

Therefore, your content won’t affect everyone the same way. The more tailored it is to a segment of your buyers, the better it will engage them based on their needs and other factors related to their buyer persona.

5. Use Regular Analysis to Test, Analyse, and Improve

Content marketing analytics tools actively inform you how each content is performing immediately after you launch it on your website. Therefore, you can start experimenting and testing which content performs best in terms of traffic and conversion using the data derived from these tools.

Regular analysis and experimentation also helps you learn which content your audience loves the most. You can then use the results of this test as inspiration for additional content marketing ideas.

You’ll also be learning the content that doesn’t work, ensuring your content strategy is always effective and in tune with the current demands of your audience or buyers.

6. Define Goals and Objectives of Each Content into KPIs

You can only correctly use and interpret data from content marketing analytics if you know why you need content marketing in the first place. You need to know why your content exits, what your audience should do after consuming it, and the value these actions should add to your business.

The answer to these questions will be different for each content you produce. That’s why you should create appropriate key performance indicators (KPIs) to define the marketing objective for each content.

Then, you can aptly measure the performance of each content and assess the effectiveness of your content marketing strategies to improve where necessary.

Some of these content marketing analytics tools accept the inclusion of KPIs to offer better analytics reports and insights.

7. Determine Mobile-Friendliness by Comparing Engagement Across Platforms and Implementing Changes

Knowing how and on what devices users visit your website is essential for analysing and optimising the user experience for many visitors. A poorly optimised website drives traffic away and can harm your content and brand strategy.

According to statistics, the worldwide internet traffic is broken down by device into:

  • 56.05% mobile
  • 41.52% desktop
  • 2.43% tablet.

This breakdown varies further by country and region. That’s why using the data from your content marketing analytics tool, such as Google Analytics, is very important for understanding the breakdown of your audience and tailoring your content for the best experience across the most dominant channels.

8. Use a Visual Conversion Funnel to Identify Fall-Off Areas and Increase Conversions

A conversion funnel gives a visual representation of the user’s journey through your website. It’s helpful in understanding where users enter your site, how they interact and behave around it, and where and how they convert.

The conversion funnel also shows areas of fall-off where the user leaves the site without converting. Pinpointing and understanding the steps leading to this point is crucial if you’re to improve your conversion rate above the average of 2.35%.

Content marketing analytics tools such as Google Analytics allow you to create and visualise a custom funnel or use a pre-built one to understand the user journey more and deal with the fall-off areas.

9. Use Data About Your Audience to Identify High Traffic and High Bounce Groups and Improve Experience

Bounce rates vary wildly by website type, page type, and other factors on individual websites. For instance, a blog page experiences an average bounce rate of 82.4%.

Because of this variance, it is often more useful to view the bounce rate based on audience segment instead of page type. Since you can see some demographics exhibiting a higher bounce rate than others, you can use this data to improve your content strategy using techniques such as segmentation.

 

Put Your Business in the Right Content Gear

Content marketing analytics is a powerful way of driving content strategy in your business. However, it has its intricacies that only an established content marketing professional would maximise. 

Get in touch with a professional copywriter who’ll help lighten your content marketing analytics load and give your business stellar results from its content strategy.

Over to You…

Do you agree with Content Marketing Analytics: 9 Ways to Revamp Your Strategy Using Data? Or is there something missing, or you would like to add?? Would love to hear from you in the comments – any feedback is greatly appreciated.

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