Data is the most valuable asset any organization has, and using it correctly can help them increase market penetration, brand recognition, and profitability. But, to make the most out of your data, you need to perform proper data analysis to extract meaningful insights and make informed business decisions. Like sales teams use data to forecast future revenue, content marketing teams can use data analytics to create new ideas for their marketing practices.
This article will discuss how to analyze data to generate new content ideas and improve your organization’s content marketing results.
Improving Content With Data Analysis
If your business belongs to a specific sector, there will come a time when you might start running out of blog topics or ideas on what to create. Data analysis helps you understand the need of the hour for your industry. Additionally, data about your consumers is constantly collected, typically done by tracking activity on your website.
Properly analyzing this data can help identify what people ask about a specific industry or topic. Furthermore, you can even analyze your competition to see what they write about. It will arm you with enough resources and information to develop new ideas for your own content. So let’s discuss how data analysis can help content creation.
Content Gap Analysis
A gap in the market refers to what is missing. This analysis involves evaluating the current alternatives to your offerings in the market and whatever else a user could need. If there is a specific solution or offering that the market does not cater to, that is the gap.
Regarding content, you can analyze the data of your competitors and see what they are not writing about. You can then use this information to create strong content that can improve your brand authority in the market.
Marketers can use keyword gap tools. Once you have identified a few of your competitors, the tool will then analyze the competitors’ content based on your keywords and show you how to improve your existing content and what type of content you are missing out on.
Give The People What They Want
Most organizations fail to understand their user’s needs and focus more on a generic content calendar. But brands need to show empathy, which demonstrates they are in tune with what the people want. Your website can track what visitors are searching for and the topics they are interested in. If you can provide them exactly what they need on your website, it will drastically improve the bounce rate and the overall standing of your brand.
Several tools help you analyze your current content and see what works. The saying “if it isn’t broken, don’t fix it” fits here perfectly. Instead, keep capitalizing on the type of content that delivers the best results.
This can range from blog posts or infographics to the headline of your article and the adjectives you use. If your content is getting better traction due to certain aspects, keep utilizing them to make your first sales and improve your brand’s image.
Analyze Consumer Behavior
Creating content is essential, but the delivery is just as important. Most brands have a specific target audience that lives in a specific part of the world. Your content must be delivered to them at the right time. And according to a study, peak traffic on social media platforms is between 1 PM and 3 PM, as that’s when most people are on their lunch break.
Let’s say you are a business in London, and you post daily links to your blog posts on Instagram and Twitter. You can use the analytics of these social media platforms to figure out the exact time you have the highest number of followers active on the site. Posting a link to your blog around those hours gives you a better chance at reach than posting at a random time.
Of course, organizations try to choose a time of delivery suitable for everyone, but using data analytics tools can help them narrow down the window to the hour, and you can get the most out of your content.
Analyze Consumer Interaction
Creating new content ideas can also be derived from improving your current content. Data analytics can play a considerable part in understanding how your content performs. Tools such as Google Analytics help you identify not only the clicks on your articles but how long people stayed on the page.
Other tools can even allow you to track the user’s cursor movement. If readers instantly leave after reading some of your content, you know that it needs to be updated or improved. These aspects can help you create new content ideas and improve your content marketing strategy.
You need to know what your competition is doing if you want to grow in your sector. Data analysis can help you study your competitors under the exact metrics you use to analyze your brand.
You can dissect the apparent components of your competition’s content to gain meaningful insights.
Analyzing your competitor and the type of content they are creating for their content marketing strategy, how their content is performing in the sector, and their popularity, you can better understand how you can improve your business. It can help you identify opportunities to fulfill unmet needs, create new topic areas, and generate other content ideas.
Businesses are always looking to increase sales through marketing and sales pitches. Content is one aspect that helps the user connect to the brand. To ensure that the relationship between the user and the brand is strong, you need to leverage the data you are collecting. Most organizations focus on sales and revenue concerning data analytics. These brands fail to realize the insights they can gain from analyzing the performance of their content. Analyzing the data can help you create new content for your brand and improve your digital reputation.
This post was written by Nahla Davies, a software developer and tech writer. Before devoting her work full time to technical writing, she managed—among other intriguing things—to serve as a lead programmer at an Inc. 5,000 experiential branding organization whose clients include Samsung, Time Warner, Netflix, and Sony.