What's your content analytics strategy?

This is all good information. I like to start with a framework to start cranking out content for testing purposes and then adjust as we get some realtime data. One of the easiest to use and implement is the TAYA framework. Marcus Sheridan named the 'They Ask You Answer' method. It's a simple concept. Collect any and all questions ever asked about your business and use that as a starting point for your content strategy!

Objectives are all fine; understanding the core is essential. What about the content marketing frameworks? 4 content marketing frameworks you should be aware of - 1. The Hedgehog Concept - The concept focuses on being the master of one, which means creating content focused only on your core business. 2. TOFU-MOFU-BOFU Framework - TOFU is Top of the Funnel, which refers to the awareness stage. MOFU is Middle of the Funnel and refers to nurturing. BOFU is Bootom of the Funnel, which refers to decision-making. 3. Content Operations Framework - The framework provides structure and process for long-term success. 4. They Ask, You Answer - Collect all the questions asked by your customer and implement them in your strategy.

In addition to defining your SMART goals, it's crucial to analyze the competitive landscape. Identify your main competitors in your niche and observe their content strategies. This can provide valuable insights into what works in your industry and what gaps you can fill with your content. Look at the types of content they produce, the engagement they receive, and any trends they might be capitalizing on. Analyzing your competitors can help refine your objectives and ensure your content analytics strategy is competitive and unique.

I agree with Dorien and would like to add that when collecting questions, I like to follow Microsoft’s path of defining how many ways and times potential askers can submit a question. So that each user experience friction point can be address. Utilizing inclusive design leads to a substantial number of diverse submitters and robust data to use for insights and strategy.

You can create your buyer persona on the Hubspot website. The template will help you to understand what pointers you need for buyer persona creation.

While understanding your audience is essential, consider going the extra mile by conducting surveys and analyzing feedback. Surveys can provide direct insights from your audience, helping you understand their pain points, preferences, and expectations in greater detail. Analyzing feedback from comments, emails, and social media can also uncover valuable information about their sentiments and specific content needs. It can complement your quantitative analytics and give you a more holistic view of your audience.

In addition to the four main types of content metrics mentioned, consider incorporating qualitative metrics. These metrics can provide a deeper understanding of your content's impact. Qualitative metrics might include sentiment analysis, where you assess the emotional tone of comments and reviews related to your content. It can help you gauge whether your content is eliciting positive or negative reactions.

You can do A/B testing for your content strategy using tools like - 1. Shield (Paid Tool) and Inlytics (Free Tool) for social media posts from LinkedIn. 2. Ahrefs and Semrush (Paid Tools) for your website's blogs. You need only different content data aligning with your decided KPIs.

A/B testing is a powerful optimization technique that allows you to compare two versions of a piece of content to see which one performs better. It can be applied to various elements of your content, such as headlines, images, or calls to action. By running A/B tests, you can gather data-driven insights into what resonates best with your audience. It ensures that your content strategy is continually evolving based on real-time feedback and performance data.

3 key steps in my content analytics strategy are : Data Integration: Integrate various data sources to create a comprehensive view of your content's performance. Connect your website analytics, social media platforms, email marketing, and any other relevant channels to consolidate data. Segmentation: Divide your audience into segments based on demographics, behaviors, and preferences. This allows you to tailor your content analytics to specific user groups and understand how different segments engage with your content. Content Mapping: Map your content pieces to stages of the customer journey. This helps you understand which content is most effective at different points in the sales funnel and refine your content strategy accordingly