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How do you gain insights for your content strategy?

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Content marketing is a strategic approach to creating and distributing valuable, relevant, and engaging content to attract and retain a clearly defined audience. But how do you know what kind of content your audience wants, needs, and responds to? How do you gain insights for your content strategy? In this article, we will explore some of the best tools and methods to research, analyze, and optimize your content for your target market.

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Vanessa Spirandeo

Head of Marketing | Strategy & Leadership | Content, Branding & SEO | Speaker | LinkedIn Top Voice

1 Identify your goals and metrics

Before you dive into creating content, you need to have a clear idea of what you want to achieve and how you will measure your success. What are your content marketing goals? How do they align with your overall business objectives? What are the key performance indicators (KPIs) that will show you how well your content is performing? These questions will help you define your content strategy and focus your efforts on the most relevant and impactful topics, formats, and channels.

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Vanessa Spirandeo

Head of Marketing | Strategy & Leadership | Content, Branding & SEO | Speaker | LinkedIn Top Voice
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By starting with your goal, you know what KPIs you will need. Goals and KPIs need to be aligned. If a piece of content is meant to introduce your brand values, good metrics can include reach and engagement, but not clicks or leads (not aligned to the goal of that specific content).

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Saúl Aranda Nucamendi

Marketing / Content / Digital Strategy / E-Commerce / Storytelling
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Hmm true, but ive tried the opposite approach, so, you can start with your content(im guessing you kind of know what are you trying to get, we all want the same goals initially, right?...What happens if you do the content do its work and analyze the metrics, sometimes defining the KPIs will blind you into just looking at that, and sometimes your learn more from the whole picture. You leave the vanity metrics outside the mix and sometimes you discover the real esence of the content, and then you can create your own voice.

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2 Understand your audience

The next step is to get to know your audience better. Who are they? What are their pain points, challenges, needs, and desires? How do they consume content? Where do they hang out online? What are their preferences, behaviors, and expectations? To answer these questions, you can use a variety of tools and methods such as creating buyer personas, conducting surveys and interviews, or analyzing social media. Buyer personas are fictional representations of your ideal customers based on real data and research which can help you segment your audience and tailor your content to their specific needs and interests. Surveys and interviews are direct ways to collect feedback and opinions from your existing or potential customers through tools like SurveyMonkey or UserTesting. Additionally, analyzing social media is a great way to monitor and engage with your audience while also discovering their preferences, opinions, questions, and trends with tools like BuzzSumo or Hootsuite.

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Vanessa Spirandeo

Head of Marketing | Strategy & Leadership | Content, Branding & SEO | Speaker | LinkedIn Top Voice
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Always canvas social media for those gold mine questions, as well as the fears, needs and wishes your audience shares Google Analytics and social media analytics with some visitors/fans insights and data are good tools as well to help build a better picture of your public.

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Saúl Aranda Nucamendi

Marketing / Content / Digital Strategy / E-Commerce / Storytelling
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Its different to know what your audience likes than to know your audience, and then another thing is to know exactly what ticks them. I know my wife, and know her likes and dislikes, but that doesnt mean i can always reach her with my words, thats my point. The real knowledge of the audience comes from something deeper than a buyer persona, thats just clustering, but if you are niche brand, you need to go deeper.

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3 Analyze your competitors

Gaining insights for your content strategy can be achieved by looking at what your competitors are doing. Analyze their positioning in the market, the type of content produced, how it is distributed and promoted, and their performance in terms of traffic, ranking, engagement, and conversions. Identify their strengths and weaknesses, as well as gaps and opportunities for your own content. To do this, you can conduct a SWOT analysis to evaluate their strengths, weaknesses, opportunities, and threats. Additionally, SEO tools such as SEMrush or Ahrefs can help you analyze their websites, keywords, backlinks, and rankings. Content analysis tools like ContentStudio or CoSchedule can also be used to analyze the quality, quantity, format, and performance of their content.

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Vanessa Spirandeo

Head of Marketing | Strategy & Leadership | Content, Branding & SEO | Speaker | LinkedIn Top Voice
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Not sure who your competitors are? Try using SimilarWeb. Use tools, yes, but also visit competitors websites, blogs, social media profiles and check them out to see what is engaging, what they are doing better, what they lack.

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Saúl Aranda Nucamendi

Marketing / Content / Digital Strategy / E-Commerce / Storytelling
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I suggest you do that but also do the same for asimetric competitors, we tend to look just to a couple of sides and sometimes inspirations and strategy comes from things that at first sight dont belong in the same bucket.

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4 Test and optimize your content

The final step is to test and optimize your content based on the insights you gained from your research and analysis. To ensure relevance, value, and engagement for your audience, as well as optimization for search engines, social media, and conversions, you can use a variety of tools and methods. Content creation tools such as Grammarly, Hemingway, Canva, and WordPress will help improve readability, grammar, spelling, tone, and style. Content marketing platforms like HubSpot, Contentful, and Contently can assist in planning, scheduling, publishing, and promoting content while tracking and analyzing its performance. Content optimization tools like Google Analytics, Hotjar, Yoast, and OptinMonster can test and improve usability, accessibility, SEO, social media presence, and conversions.

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Vanessa Spirandeo

Head of Marketing | Strategy & Leadership | Content, Branding & SEO | Speaker | LinkedIn Top Voice
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Screaming frog can help you optimize old content by canvassing your site and checking articles that could be better purposed or even blogs that could become one. Remember optimization is a regularly done work.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Vanessa Spirandeo

Head of Marketing | Strategy & Leadership | Content, Branding & SEO | Speaker | LinkedIn Top Voice
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Test! Try longer articles, shorter ones, short and long videos, lives, posts in the morning/afternoon/evening. Track metrics and analyze the results of your tests. What works today may not work tomorrow, it is vital to keep testing and trying new things.

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How do you gain insights for your content strategy?

1

2

3

4

5

1 Identify your goals and metrics

2 Understand your audience

3 Analyze your competitors

4 Test and optimize your content

5 Here’s what else to consider

Content Marketing

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How do you gain insights for your content strategy?

1

2

3

4

5

1 Identify your goals and metrics

2 Understand your audience

3 Analyze your competitors

4 Test and optimize your content

5 Here’s what else to consider

Content Marketing

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