Latest posts by David (see all)
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Wherever you look, you’ll come across an entire selection of how-to blog posts and curious infographics on the best methods to create amazing content and disseminate it across the web. However, while we’d all love to believe that our brand has truly created exceptional content in the past, there is no way of knowing for certain – unless you do take things into your own hands and take a closer look at the numbers. Marketing gurus love numbers, statistics, comparisons, and pie charts, so you’ll have no trouble inspiring your in-house team to conduct various analyses in order to see where your content stands today.
Your content output and dissemination will always play a pivotal role in your overarching strategy, but the effect your content has on your audience, conversion rates, and engagement is equally relevant for your long-term success. To that end, let’s delve deeper into the methods you can use to analyze your content’s impact and performance, and the best ways to use the data to your advantage.
Analyze the incoming feedback
So much has already been said about gathering your customers’ feedback in its many formats, from published reviews, anonymous surveys, all the way to messages on social media. As fun as it may be to think of ways to inspire reviews and every other form of feedback out there, you should put an even greater emphasis on what you do afterwards with the shared information. The primary purpose of that feedback is to actually drive better branding efforts, which includes your content creation as well.
For starters, you will need to use a unified collecting system where you can gather all of your relevant feedback, from positive encouragements to constructive criticism – because there’s not much you can do with “you’re awesome!” or “these guys are awful.” Comments that address your strengths and weaknesses should be divided into categories and sub-categories, and then pick up recurring themes and trends among them. Once you consolidate the information you collect, you can update your content accordingly to produce more of what your audience has responded the best to, and adapt what needs changing.
Monitor social media mentions
Social listening has become one of the most reliable methods brands use nowadays to take notice of their standing in the online realm. Everything from tags, retweets, shares, and comments that include your brand’s name or any piece of content you have produced can turn into a positive or a negative mention and spark a conversation around it. The key here is to use social media monitoring as a vital part of your overall marketing strategy to fuel your content efforts in the future. Where and in what context your brand appears will greatly affect your future content output – if you let the data work for you.
Social listening is at the very core of making a difference on social networks in establishing yourself as a leader and an authority in your industry. When your audience starts talking about your expertise, you can share your two cents, help someone solve an issue, and educate without being pushy. When you spot criticism through your social listening, you can use it as an opportunity to reposition your brand, win back that particular customer, and impress the rest of your audience.
Count those clicks
Among many behavioral patterns that will shape your content creation efforts, the CTR on your website, you social channels, as well as your email campaigns is one of the most vital factors to keep in mind. It’s one of those few behaviors that is completely driven by genuine interest, and that points you to the topics of the greatest interest to your customers as well as some of their pain points.
Use a range of digital tools on all of the channels that are relevant to your brand, and you will soon have access to an entire pool of actionable information regarding what kinds of content resonate the most with your target demographic. It’s fairly simple, yet highly effective, so make sure to take it into account for every content strategy you create for the future.
Links that indicate authority
Has one of your blog posts, podcasts, or videos been linked in another authority site’s post? Congratulations, because you’ve just earned your most valuable piece of referral, since inbound links on truly relevant sites translate to establishing yourself in your industry through proper branding and stellar content creation.
Inbound links are one of the strongest indicators of your content success, that blinking red arrow pointing to your finest piece of content out there. In addition to being superbly proud of getting those inbound links, you should also track your links and notice which content types and topics have earned them. That way, you can adapt and upgrade your current as well as your future content to fit the bill and attract more traction in this way.
While these are just some out of many content strategy metrics that will indicate how well your content is performing in the online realm, you should make sure to adopt this analytical mindset to every content KPI relevant to your brand. Use these tips to fuel more powerful content creation, and you will inspire your customers to stay loyal and attract more people to fall in love with your brand.
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