Content marketing KPIs run the gamut, especially when it comes to metrics about how content is being consumed. Your typical content consumption metrics like pageviews and time on site can help you glean some insights on what your readers like. But with the right insights, you can get a greater pulse on which content is driving meaningful engagement with your audience.
What it really boils down to is being able to understand which content actually matters to your visitors so you can create more of the right content and invest in the right distribution channels and resources. That’s where content intelligence comes in. Content intelligence goes beyond traditional website metrics by analyzing the performance of actual content topics, not just pages, and looking at more insightful metrics that can better reveal what your audiences are most interested in.
Here are some key ways you can use content intelligence and consumption data to draw actionable insights that can inform your content marketing efforts.
Fuel editorial planning
Without a compelling and strategic editorial vision for you content—whether that’s the entire content journey, a content hub or another content platform—your content marketing will fall flat. Lots of organizations will rely on buyer personas, interviews with subject matter experts or market research to inform the direction of their editorial strategy. And oftentimes, traditional content metrics help teams understand which topics are popular.
But what if you could analyze exactly how someone interacts with a piece of content to truly understand which topics are most engaging? Content intelligence provides insight on which topics are most frequently viewed and the actual time people are paying attention to content based on user behavior such as in-tab activity and cursor movements. This level of analysis can lead to more deliberate editorial planning and give content marketers confidence in those editorial decisions.
Conduct user research
When it comes to high-level messaging and content strategy, sometimes the best way to get feedback before launching a content marketing program is through user feedback surveys or focus groups. But we all know how expensive those initiatives can be. With content intelligence, you can use content viewers as a large “focus group” and get strategic marketing insights such as what types of products and messages are resonating more with consumers in different geographies. This also allows you to better personalize content and messaging based on viewer behaviors and characteristics.
Inform budget allocation
Developing great content is only the first step. For your content marketing programs to be successful, you need an informed distribution strategy and a budget to put it into action. But to make sure you’re investing in these platforms strategically, you’ll want to understand which topics perform best on each channel—email, social, search and so on—which content intelligence can deliver. For example, if a blog post or asset on a certain topic consistently delivers high-quality traffic over time, you may consider re-investing in paid search to keep that traffic coming. Use this type of data to make better decisions on how to allocate your content resources and double-down in areas that are performing well.
Ready to learn more about how content intelligence and consumption data can lead to real insight about your consumers’ preferences? Get a demo to see how OneSpot Insights can help you make smarter decisions about your editorial strategy.