In the world of content marketing, analytics are becoming increasingly important in shaping thought leadership strategy. Analytics shed light on readership trends, allowing us to gauge audience interest and utilize these observations to position ourselves as true thought leaders.
Though not one-size-fits-all, there are a number of general areas to focus on in using analytics to optimize content marketing.
- Start with the basics. Learn which key metrics to track – pageviews; open, click and bounce rates; percentages of new versus returning users, etc. – and get a system in place to regularly track and report this information, perhaps on a monthly basis.
- Share analytics in a presentable way. As you interpret analytics, share takeaways with relevant individuals. This will not only show them that their hard work is paying off, but will also highlight areas in which they should be focusing their efforts. It is a good idea to compile year-end stats to identify patterns and influence strategy for the year ahead. Including charts and infographics will make the data more visually interesting and easier to follow.
- Treasure “evergreen” content. Content that continues to garner high readership month after month, year after year, is evergreen. It stands the test of time and never becomes stale. As you begin to notice themes that are evergreen, take the opportunity to make recommendations for continued reporting related to these topics.
- Titles and headlines rule. More and more, writers are realizing how valuable it is to craft a concise, compelling title. A catchy, actionable title generates far more interest than one that is generic, and analytics can uncover those titles that are the most impactful. Consider, for example, “Top 10 Reasons to Incorporate New Rules” versus “New Rules Recently Released.” The former title will likely capture more interest than the latter.
- Research client-related analytics. It can be eye-opening to see which clients are paying attention to your content. This data reveals the level of engagement among your network and helps you to pinpoint themes that will best resonate with them.
- Use analytics in tandem with social media. Be sure to promote noteworthy content on your social media accounts to reach additional contacts and further bolster your credibility and branding. This is a simple way to add big value to your thought leadership.
- Maintain clean mailing lists. This may seem to be a no-brainer, but it is often overlooked. A top priority should be to monitor bounces, unsubscribes and opt-outs, and to use this information to sanitize your mailing lists. Ongoing maintenance of mailing lists will pay dividends in time.
- Revisit analytics periodically. It is imperative that your content marketing strategy be aligned with overarching goals. Analytics allow you to measure the return on investment and adjust strategy as necessary. Be flexible and receptive to feedback concerning your reporting approach. Find out what works best while continuing to explore ways to improve.
When you take the time to track and interpret analytics, your content will get better results – period. Embracing analytics will help you to understand how and why to invest in thought leadership. It will also reveal insights that enable you to tailor your approach to a unique audience, thereby driving more effective content strategy. Taking action now will make all the difference down the road!
Rahini Shankar is Marketing Coordinator, Communications at McDermott, Will & Emery for the March/April 2016 Issue of the Capital Ideas Newsletter