Sure, metrics like pageviews and time on site can be valuable. They serve as a gut check that your company’s output is compelling enough to bring people to your content hub — and get them to stay. From that one-dimensional tally you can make some assumptions, but without specificity these learnings are effectively hunches.
With B2C and B2B marketers on track to increase spending on content marketing in 2016 by 50% and 51% respectively, how can you be sure you’re creating the right content and investing in the right places? Up until recently, you’d just take those hunches and act upon them. But with reporting tools getting more sophisticated, marketers now have access to an unprecedented granularity.
To understand just how laser focused content marketing insights have gotten, I asked OneSpot’s VP of Product, Ryan Rozich, what can be determined with the right intelligence. Here’s what he said is possible to discover today:
1. Which topics to write more about if you’re looking to attract different audiences
In this example, an enterprise software company is seeing how new and returning users don’t show interest in the same topics. While there are subtle changes in preferences amongst the groups, some topics are unique to one audience (see Internet of Things in the new user chart). Utilizing content personalization technology, it’d be easy to customize web experiences and surface specific topics for returning users.
2. Which topics to write more about if you’re looking to engage users more deeply
Here the software brand realizes their most popular topic is Sensors. By clicking on that topic, they can determine posts about biometric sensors had the highest repeat engagement even though posts on brake sensors had the most views. Insights like this let them know they need to publish more on the subject.
3. Which topics to write about that would attract more people from search and social
These charts show the software maker that what prospective customers search for on Google isn’t what they’re reading on social media. Armed with this info, they can better plan their SEO and SEM strategies, and astutely program their LinkedIn, Facebook and Twitter feeds.
4. Whether users have significantly different content preferences when browsing on mobile devices
Much like with the previous search vs. social example, how people access content can have a major impact on what they choose to view. These two charts are night and day. Just look at the gulf between where Sensor and Economy appears in the mobile and desktop charts. This data can help marketers determine how mobile experiences should be differentiated, perhaps with a featured content module on mobile that highlights different content than its desktop counterpart.
5. Which articles are good at capturing users’ attention and which articles keep users’ attention
This interface helps the software company determine actual read times (instead of relying on the average time-on-page stats provided by Google Analytics and other tools). With this info, marketers can tell which pieces of content had the greatest “stickiness.” Compare the 0.7 minutes per visitor stat (#1) to the 3.7 minutes per visitor stat (#2). In most cases, you’d think the former article was better because it charted higher in total time (lots of people clicked in), but it’s the latter article that held people’s interest.
These are but several of Rozich’s examples, the ones I’ve chosen to visualize. But he also shared a few other advantages of having robust content intelligence tools:
6. Which topics you may want to write less about due to being over-indexed
7. Which topics users in certain geographical areas have affinities for
8. Which topics are attracting unusually high or low interest, trending up or down?
What’s above are some of the ways improved content monitoring tools have enabled marketers to really understand how their content is consumed. With this data at hand, you can make better forward-looking decisions when planning your editorial calendar. You can course correct editorial strategies that aren’t performing well and double down on those that are. In a sense, this info enables you to turn the behavior of content viewers into a focus group.
To learn how OneSpot is helping brands gain deeper insights from better analytics, click here.
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