Content marketing isn’t an exact science. After all, the way people interact with content changes constantly.
However, a deep understanding of content marketing analytics can help you make more informed, even scientific, decisions about your strategy.
If you aren’t already using analytics, you’re behind your peers. Only three percent of bloggers never use analytics. A whopping 29 percent track every single one of their posts.
Here are some steps to refine your content strategy.
Why Are Content Marketing Analytics Important?
There’s proof using analytics helps your content marketing strategy succeed. In the most recent B2B content marketing survey from the Content Marketing Institute, 90 percent of the respondents who ranked their company’s content marketing efforts as “successful” measure their content’s performance.
On the other hand, only 34 percent of respondents who report disappointing content marketing results measure their content’s performance.
Here Are Some Ways To Use Content Marketing Analytics
Use Content Marketing Analytics to Identify Content Gaps and Create New Content
Not only can analytics tell you what pages your users visit, but it can also tell you what content your visitors want but aren’t getting. What do I mean?
This is a major concern for businesses of all kinds. Just consider that 66 percent of businesses want to increase their content creation spending, and it makes perfect sense.
Research What Terms Your Top Pages Rank for and Create Content for Related Terms
Speaking of how visitors get to your site, you can also reverse engineer your page rankings to see what terms your top pages rank for. With this information, you can then create content on related search terms.
With a tool like Google Search Console, it’s very easy to see what keywords each page on your website ranks for. Here’s how.
Note that the steps below assume you have a Google Search Console account with a verified web property.
Compare Engagement Across Platforms to Determine Mobile-Friendliness and Implement Changes
Do you know how and on what devices your website’s visitors are using your website? If not, you may have a poorly optimized experience for a large number of your visitors. This not only drives traffic away but can also harm your overall brand strategy.
Worldwide internet traffic is broken down by device as follows:
- 56.05 percent mobile
- 41.52 percent desktop
- 2.43 percent tablet
The breakdown varies for each country, region, and website, but the fact remains that mobile devices are used by the majority of users on a regular basis.
Conclusion: Content Marketing Analytics
Your content strategy should be constantly changing. How can you know which direction to shift? With content marketing analytics.
Analytics can be overwhelming initially, but they can provide you with invaluable data you might not otherwise get from just seeing the surface-level results of your campaigns.
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