Content Marketing analytics are a great tool for any marketing analyst. It is important to be able to perform this type of analysis but it is critical to view the data in context to gain real insight.
To succeed in content marketing analytics, one must draw from a great knowledge base and skillset. It is necessary to understand communications, human relations, psychology, statistics, and sociology because human behavior is complex. It is also essential to create sticky ideas, disentangle complexity, educate yourself and others, manipulate data, view data in context, and write. Content marketing analytics include advertising, content creation, search engine optimization, social media, web analytics, and website design.
An inbound strategy, content marketing varies from traditional marketing, such as radio or television, which are outbound. Inbound means you give your audience a way to find you, and outbound means you are sending information.
The Content Marketing Institute shared nine free analytics tools, including:
- Google Analytics: Comprehensive demographic data about your audience
- Google Webmaster Tools: Measure the results of your marketing efforts
- it: Content curation and analytical tool
- Buffer: Analytics on social media posts and shares
- Followerwonk: Analyze Twitter account followers and tweets to present a range of information useful for targeted marketing
- Quintly: Manage up to three Facebook pages with free analytics
- Tweroid: Analyze your tweets, their responses, and the times when your followers are most active
- Cyfe: Monitor multiple websites on different platforms
- Addvocate – Data about the people who share your content the most on the largest number of social channels
By taking advantage of the data and statistics provided in the above links, you can learn the effectiveness of your content marketing strategy. Keep reading for a detailed description of some of these and other tools.
Google Analytics is a dream come true for webmasters as it brings quality reporting at no cost. For e-businesses, Google Analytics offers information on buying and spending habits, keywords, and searches.
The service shows you how people have used your website and provides ideas on how to improve the user experience. Moreover, it provides details on what content is viewed most, the time spent on it, the age group, sex, and other demographic data that can take your content marketing to the next level.
Yahoo! Web Analytics
This is a great analytics solution with full features that distinguish it from other tools, including a flexible dashboard, segmentation tools, and powerful campaign management functions. Yahoo! Web Analytics helps content marketers develop and design campaigns that align with the audience. With this tool, you can monitor content and its performance. You can also access demographic data based on visitor profiles.
Google Webmaster Tools (GWT)
Google Webmaster Tools is an online system that provides website owners and developers with valuable information about the health of websites. GWT is not only a great resource for people working on the website (i.e., web developers) but also provides information for business owners who do not necessarily intermingle with the functionality of their website. GWT reports can give insight into how your content appears in Google, click-through rates, content keywords, and how visitors track a website through keywords. Google Webmaster Tools combine search engine optimization with content marketing like no other. For these reasons, GWT is one of the best content marketing tools available.
Buffer is more geared towards social media than the tools discussed above.
Buffer is a software application designed to manage accounts on social networks, allowing people to program ads on Twitter, Facebook, and LinkedIn. With Buffer, you can deliver your content to social media effectively and control statistics.
Aesthetically similar to Pinterest, Scoop.it allows you to discover, heal, and publish great content to increase your online visibility. It offers basic curation tools for content to enhance leads, improve search engine rankings, and get your content to the right place.
Scoop.it works a bit differently than other content curation tools. You start with a topic relevant to your industry, generate related articles, and Scoop.it displays them based on their freshness and popularity. It also offers supplementary themes, which can help you discover new or additional curable content.
Every day, Scoop.it sends you an update, making it easy for you to create content on the fly. The free version has some limitations: one theme and two social networking accounts. To take full advantage of this powerful content restoration tool, an upgrade to a subscription service is required.
Making Content Marketing decisions with data
Andy Crestodina, Content Marketing genius, created a five-step process* to help you make better decisions with the data obtained through analysis. This gives you vital information about the content that is performing and what needs improvement.
Some questions to ask:
- What social channel is driving the best traffic to our site content? – There are lots of social media websites… Facebook, LinkedIn, Twitter just to mention a few. From analysis, you can tell which one works best for you. Then you can focus on that platform. Buffer and Scoop.it can provide you with this data.
- What keywords should we be using to optimize our content? – Google Webmaster Tools can give insight on your performing keywords.
- Which posts are converting site visitors at the highest rate? – Thanks to Google Analytics, you can get more insight into content performance.
- What content topics are the most engaging to our site visitors? – Another area where Google Analytics works well. It provides Content Marketers with data on content engagement. You can learn about the time spent on each piece of content and find out which one engages your visitors best.
* Data found at Content Marketing Institute.