Data is no longer a tool available only to Fortune 500 companies to use in decision making understanding the inner workings of consumer’s minds.
Today, all agencies, businesses, publishers, and organizations can mine data and use it to create the outcomes they desire.
Imagine what happens every time a piece of content is published. All content and the people that read and use it, not only provides a moment of information sharing, but it leaves behind a data footprint.
By understanding this footprint – such as why people are reading content and what they do directly after – organizations can formulate decisions and future efforts based on desired outcomes. This process is called content analytics.
Do You Understand Your Content Analytics?
While many brands and publishers do understand the value that content analytics offer, only a handful actually have the ability and tools to help them to actually use this information.
For many organizations, data seems worthwhile but using it isn’t something they readily do simply because they don’t know how to do so.
Investing in this, though, can actually reduce costly mistakes in content creation, including simply creating pieces that fall flat and never achieve the conversion desired.
What Makes a Piece of Content Successful?
Another way to look at the value of content analytics is to simply consider what you are using right not to determine if a piece of content you’ve created and placed in front of your audience is, in fact, effective and offers a solid ROI.
Using content analytics, it is possible to get an in-depth look at what makes a piece of content worthwhile. Among the ways this can be measured are:
- Social sharing
- The amount of time the person spends on the page
- The number of page views received
- The number of impressions
- The click-through-rate
- The number of people that come back
- How far the reader scrolls on the page
With data and analytics, it is possible to track each of these elements. And, depending on the goals of the campaign, it is then possible to modify the content to achieve the goal.
For example, if a campaign involves getting conversions specifically, the data can reveal the types of content (such as the type of information, format, release time, and other factors) that achieve the highest conversion rate.
This provides key insight into how the company can achieve more of its goals by altering the content in a specific fashion.
No longer is it possible to consider the number of “likes” on a social post to determine if a piece of content is effective and successful. With content analytics, the process dives in much deeper, creating a far more effective game plan for the content producer, publisher, business, or agency.
With analytics, you’ll spend less time writing those unshared pieces of content and focus more of your time on the ones that drive bigger and better sales, profits, and long-term readers. It all comes down to data and analytics.
Sandy B is a professional freelancer within the WriterAccess platform. Specializing in finance and business services, Sandy has also published seven in-print books on Amazon.
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