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It's happened to
us all. You aren¨t seeing results through your content marketing strategy
and can't figure out what¨s going wrong! Not to worry, there is a way
to dig yourself out of the hole. The answer to your problem is buried in
your analytics data!
Check out the
following must-read article from IZEA which
outlines how using content analytics identifies trends and is a critical
aspect to understanding how and where your content works.
Below is an excerpt of the
IZEA article.
Content Analytics: Identifying
Trends
"The evidence is
everywhere: Content marketing works. Successful campaigns generate three
times the leads of traditional marketing, according to Demand Metric.
So, if you aren¨t seeing that level of success with your own
content marketing strategy, what¨s going wrong? The answer is buried in
the data. You just need to find it. Using content analytics to identify
trends is an important part of understanding how and where your content
works. Do your homework, and it¨s possible to shape a more successful
strategy.
What Is Trend Analysis?
Successful content marketing strategies are
data-driven. Generating only content you want to, or content based on
general assumptions about what your audience wants, isn¨t likely to reap
positive results. You must have some hard facts to work from, including
solid data regarding what has been successful in the past. This is where
trend analysis comes in.
Trend analysis involves
mining your existing data with content analytics tools to identify
patterns. Did a previous campaign work better than expected? Is revenue
rising or falling during the previous quarter? This valuable data helps you
to make informed decisions about what kind of content to create.
Benefits of Analyzing Trends
Developing a
content marketing system for your business is a potentially costly
endeavor. Identifying trends has the potential to reduce associated costs,
and is important for several reasons:
Setting
marketing goals: While the ultimate aim of all marketing campaigns
is to increase revenue, every campaign should have a very specific
objective. For example, your aim may be to improve brand reach, or break
into a new market. Reviewing previous campaigns and studying the overall
growth or decline of your business, makes it easier to set those campaign
goals. For example, if you¨ve noticed a decline in web sales, your next
content campaign could focus on drawing people into your web store.
Shaping future content: Knowing how well previous content worked
helps you to create compelling new content. It¨s possible to optimize your
content, focusing on the things that people like and avoiding subjects that
didn¨t generate interest."
To continue reading the article,
please
click here.
If you have any questions/comments on the above, please email
us.
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