The presenters of Content Marketing World are here to help you. Seventeen of them share the way they use the data, not only to evaluate what worked, but also to determine what will work in their content marketing programs.
Watch History Play
Watch them every week, every month and every quarter and give them time to elaborate a story.
Ahava Leibtag President, Aha Media Group
Listen to the researchers
I'm looking at my search analysis report in the Google Search Console to see what people are looking for to find my site (search impressions) and to land on my site (search clicks). Then I develop new content and expand existing content based on keywords that show high impressions but low clicks. This means that the opportunity is high, but my clickthrough rate is low, probably because I'm not serving the Google search engines well enough with my current content.
Stephan Spencer Co-author, The Art of SEO
See the visitors of your website
One of the most underutilized content sources is the search bar queries of your website. Leverage all of your site's searches and create more robust content for each of them.
Veronica Romney President / Co-Founder of LoSoMo Inc .
Search for Answers
I publish articles that serve as market commentary, asking relevant questions to my audience. It also helps me learn what they are looking for. From there, I can search deeper for common answers and create multiple pieces of content for exactly what my audience is looking for.
Jason Schemmel Social Media Officer, Harper Collins Christian Publishing
Evaluate your opinion polls
We constantly question our users to understand what they need to succeed in their work in general and in particular when they use our platform. Their answers guide what we write and when we present them either through marketing channels or directly in our product.
Morgan Molnar Product Marketing Manager, SurveyMonkey
Find out what to send back
We strive to make the most of our existing content, not just create new content. We examine the engagement with the content and the impact on the MQL in order to determine the content that we should refer to our market.
We also monitor the personal commitment and version or create new content when we find that a certain person is particularly engaged or converted at a high rate.
Ali Wert Content Marketing Director, Frontline Education
Examine the commitment and impact of MQL to determine the content to be returned to the market. @allisonwert #CMWorld Click to Tweet
RELATED HAND-HELD CONTENT: 4 Google Analytics Reports That Any Content Buyer Should Use
Improve what you have
Your analysis can give you insight into which pages you can (and need to) improve. If you already have a content library, it's often best to spend time improving the content you have instead of just creating new content.
View organic traffic, conversions, and search reports. Mix and match these results to understand which pages to optimize for search and which ones to do for conversions. You can also identify items to republish and pages to access more often.
Michele Linn Head of Strategy, Mantis Research
If you have a library of #content, spend some time improving it based on your analysis reports. @michelelinn Click to Tweet
HAND-RELATED CONTENT: Where should you spend time on your website? 5 opportunities based on the data
Investing in points 11 to 20
I adore Andy Crestodina : he advises you to look in your website for the keywords for which you are on the second page (points 11 to 20). If these keywords match the strategic business objectives, they are a great way to invest effort and track results.
Amanda Changuris Assistant Director of Corporate Communications, BNY Mellon
Believe in your keywords that rank on the second page and invest in those topics, says @AmandaChanguris. #CMWorld #SEO Click to Tweet
LICENSE-RELATED CONTENT: Simple Tips for Analyzing Your Website's Performance with Google Analytics
Do not wait for the results
We use real-time scanning to optimize campaigns as they are run. It is therefore not necessary to wait for the next publication to make the changes.
Bethany Chambers Director of Public Engagement, North Coast Media
Opting for 100
Founder of Joakim Ditlev Content Marketing DK
You should use your website analytics, social networking, and newsletters as part of a multi-angle view of how your customers are using and sharing your content. We also discuss with our customers and our staff who are in contact with the customer to inform future content decisions. Everyone needs to broaden their vision of analysis and its impact on the business.
Buddy Scalera content strategist, BuddyScalera.com
Take a multi-tactical analytical view to inform your content, says @BuddyScalera. #CMWorld Click to Tweet
APPARENT RELATED TO HANDLING: 5 questions to ask your customer support team to help create personalities of the buyer
Not on the scale
We use analytics to determine which types of content to scale. We have a list of main topics: the types of content we have seen are doing well in the verticals and role-based horizontals. When we observe a certain piece or type of piece in terms of traffic, engagement or actions, we test this type of subject in two other markets. If it continues to work, we extrapolate it in all our coverage areas.
J.P. Medved content director, Capterra
passing the analyzes
I do not use analytics to inform my future content.
Jonathan Kranz Principal, Kranz Communications
I perform multivariate tests for e-mail subject lines. If one of the first subject lines I test is particularly successful, I use it to adjust current and future content to better reflect what people want to read.
Karl Sakas Counselor of Agency, Sakas & Company
We evaluate content conversion measures, such as form completion (finalization of registration forms), to help us determine the content and how to promote that content. We also use these tips to help us develop "Big Rock" asset ideas based on compiled elements of high performance content. This allows us to bundle useful and powerful content for personal targets, industry targets, and business segments.
Peg Miller Head of Content Strategy, Xactly
We have recently focused on optimizing conversion on the B2C side. We test to see what types of content drive the KPI . Our exceptional senior audience director plays the role of lead investigator / instigator in these hacking experiments. She is in California and I am in New York, but I imagine she is wearing a white coat to work.
Margaret Magnarelli Vice President, Marketing, Monster
Do not make data alone
The data is a commodity. The information is a responsibility. Insight is an asset. Without truly searching for information hidden in data and information, data alone can be misleading. We use the data to identify the truths behind the intent of our customers, and we use that information to accelerate growth.
Andrew Davis CEO of Monumental Shift
Join them and other insightful presenters at Content Marketing World from September 4 to 7 in Cleveland, Ohio. Register today and use the code BLOG100 to save $ 100.
Cover image by Joseph Kalinowski / Content Marketing Institute