Most people analyze their content marketing based on number of views, social media’s response such as comments, likes and shares or by simply monitoring keyword ranking in your Google’s webmaster tool. Regardless of what metric you are using you are probably always looking at a way to improve results. However, looking at each individual piece of content on its own will only provide you with the best and worst performing blogs. This is probably not very insightful therefore your strategy will not change year over year.
So how should you analyze your content’s performance? The key is not to change your metrics, but rather to classify your blogs or content into new attributes or dimensions. Warning, classification of historical content may take a while to create but once it is classified it is easy to maintain and the results will be worth it.
Here are a few ways to classify your content:
- Type – Different categorization of your content may include: ‘white paper’, ‘case study’, ‘interview’, ‘how to’, ‘top 10’, ‘video’, ‘best practice’ and so on. Make sure you add ‘other’ or ‘not available’.
- Pull Date/time of post – If you have distributed the content at a certain time or day or if just simply published it would be great to take a note of that. You can often identify trends on best days to post and best time to deploy your content.
- Topic – while you can be blogging or doing white-paper on the same topic you may want to subdivide it into smaller topics. For example, if you are a travel company you may wish to subdivide your blog into “family trips”, “solo travel”, “gateway”, “honeymoon” and so on.
Other ways to classify data includes: author, media or type of the post, where it was posted, and so on.
Analyzing Your Data:
Now that you have classified your blog post it is now time to analyze. A simple way to do so is by averaging your metric by each category. For example, if you are using views to judge a success of a post, you would average your number of views per each type. Doing so you may identify that ‘how to’ performs better than ‘top 10’. Once you have analyzed each attribute you will find clear winners and losers in terms of each type, topic and date/time.
Doing content analysis by using categories will enable you to create content which will perform better and allow you to test new innovative ideas as well as having a clear strategy that you and your team can follow.
If you have a lot of data like thousands of blogs to analyze you may wish to create a predictive model which takes into account all attributes instead of looking at each one separately. If you are not a number’s person hiring an analytics company to help you classify and analyze can be a way to go. For those that have limited data looking at what is missing from the data to make a decision is a good short-term strategy.