//How to use your analysis for smarter content decisions
1537088283 how to use your analysis for smarter content decisions 760x490 - How to use your analysis for smarter content decisions

How to use your analysis for smarter content decisions



how to use your analysis for smarter content decisions - How to use your analysis for smarter content decisions 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.

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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

Watch how your analysis creates a narrative over time, says @ahaval. #CMWorld Click to Tweet

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

Develop new content based on search impressions and clicks, says @sspencer. #CMWorld Click to Tweet
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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 .

Check out the content ideas in the search bar queries for your site, says @vromney. #CMWorld Click to Tweet

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

Posts articles asking for comments, then creates new content based on that, says @JasonSchemmel. #CMWorld Click to Tweet

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

Examine your audience and write about which surfaces, says @MorganMLehmann. #CMWorld Click to Tweet

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
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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
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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
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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

Optimize content in real time based on analysis, says @ writegirl1215. #CMWorld Click to Tweet

Opting for 100

With over 100 published articles, you get an excellent overview of the type of content that resonates with your audience, topics with potential and where you need to go further.

Founder of Joakim Ditlev Content Marketing DK

With over 100 published articles, examine the trends of what resonates with the audience and where to intensify. @jditlev Click to Tweet

Larger view

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
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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

When some of the content takes flight, test it on other markets and on a different scale if it is doing well. @rizzleJPizzle Click to Tweet

passing the analyzes

I do not use analytics to inform my future content.

Jonathan Kranz Principal, Kranz Communications

I do not use analytics to inform my #content decisions, says @jonkranz. #CMWorld Click to Tweet

Vary things

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

Adjust current and future content according to successful #email subject lines, says @KarlSakas. #CMWorld Click to Tweet
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Complete it

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

According to @PegMiller, use the completion of registration forms to guide the most important asset ideas. #CMWorld Click to Tweet
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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

Determine which content generates KPIs and optimizes them, says @mmagnarelli. #CMWorld Click to Tweet

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

Using data to find the hidden truth behind the intention and leverage of clients to accelerate growth. @drewdavishere Click to Tweet

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