Content analytics remains a weak spot for marketers

by Sohini Bagchi    Nov 18, 2013


Content is one of the key aspects of an effective digital marketing campaign. Experts believe with 80% of web content relying on Search engine optimization (SEO) which is becoming ever more sophisticated, marketers should look beyond basic website metrics. However, content analytics is an area that is still not well understood by companies. According to a survey done by digital research firm Online Marketing Institute, content analytics remains a weak spot for 37% of companies resulting into failures when it comes to creating a compelling and effective campaign.

Leveraging outsourcing opportunities

Experts believe that in the current scenario, companies can either develop those skills or find strategists who have them. The survey found employers are acutely aware of this knowledge gap, and 76% said it’s important to involve third-party or specialists having solid analytics skills in the content analytics/benchmarking process.

“A strong understanding of analytics can allow you to get a feel for the content that your target audience gravitates towards. Outsourcing to digital specialists can often help in this regard,” says Mukul Krishna, Sr. Director, Frost & Sullivan.

However, the report reveals that a key resource that seems virtually untapped by companies is outsourcing their content analytics and measurement. Only 13% of B2B marketers outsource their analytics and measurement and 15% of respondents outsourcing these duties. It shows.

Even if companies choose to keep all content creation and evaluation in house, it is important that marketers ramp up their content analytics skills, believe experts. One effective way to create effective content that will resonate with your target audience is by using keywords in analytics as part of your content marketing strategy, says social media content specialist Aparupa Patowary.

Two-prong strategy for success

According to the report, content analytics should follow a two-prong strategy for success. These include:

1.       Researching your keywords

2.       Benchmarking your data

Researching your Keywords

Given that content is one of the most important aspects of any online marketing campaign, Keyword optimization as part the overall site architecture can yield excellent result. Optimizing your content with specific long-tail keywords can really widen the potential for traffic for instance.

Equally important for choosing viable keywords is to monitor the performance of that keyword over time. If a keyword you’ve used begins to rank you want to be able to check on the amount of traffic you’re receiving—whether the keyword is bringing in numbers you expected.

Benchmark Your Data

Benchmarking tools are an effective way to understand your content’s popularity, and help marketers track multiple benchmarking metrics across a variety of platforms, allowing them to see the impact content is making, says the study. For example, whether the number of blog visitors increase after a post, number of likes, shares and tweets an article or post gets. Besides, it shows how different categories of content perform better on different social media sites. All these enable the organization to understand the relevance of content to your target audience.

“Many tools are available that charts social media data analysis in addition to metrics like visitors, leads, and customers,” says Patowary. Google Analytics Social Tracking is a good tool that allows marketers and content aggregators to create custom reports for individual social media channels. For example, PinLeague is an excellent tool to track how your visual content is performing.

Experts believe an understanding of content analytics and benchmarking metrics on various levels will give you a greater insight into your target audience and help marketers structure their content marketing efforts. As content strategist Marcela DeVivo states in her blog, analytics can help you focus on your content so that it is not only relevant to your audience, but also help you convert visitors into leads and ultimately, into lasting customers.