Just 5% of content marketers believe that they are “extremely successful”, according to a recent report by CMI, and an area in which many could improve is data and analytics. In a previous blog post, we covered some of the most relevant KPIs and metrics for tracking the performance of blog posts. Building on this analysis and linking it back to strategies and campaigns can increase your success with content.
Data analysis
Casting the net wider and conducting a deep data dive on aspects such as your website, content, keywords and competitors could give you a leg up on rivals. Metrics such as page views, sessions and average time on page are best for analysing blogs, but that may not be the case for every format and medium. Try to find out why certain types of content worked and resonated with audiences. You can also perform an SEO analysis of your website, use a tool to find core keywords, and browse competitors’ social media to see what they are up to.
Rebuild your strategy
Use all of this new information as a starting point for a data-driven strategy. Begin by selecting the right content format for the task at hand. For example, if you have found that competitors are succeeding with up-to-date news and there is an appetite for trending content within your target audience, then it may be a good idea to set up a news feed. Repurposing and recycling is also a hot trend in 2019, so look back at your output to see if there is anything that can support your new content campaign.
Optimise delivery
Working with an agency can supercharge your delivery schedule, but to get things rolling, create a calendar with a few publication dates. Remember to use the data you gathered to inform decisions. From here, you can then start analysing the performance of content, which starts the whole cycle once again. Data-driven strategies require you to leverage data, know your audience, create high-quality content, deliver it at the right time, and analyse everything. With this strategy, you could also be part of the 5% who are smashing content marketing expectations.
