Content analytics is the measurement and analysis of visitor traffic with published content such as blogs, articles, or podcasts. Content analytics is also known as content intelligence. It uses software employing Natural Language Processing (NLP) queries, trends analysis, and contextual discovery. These processes provide insights into how customers are thinking about the products or services that they experience from a business perspective.
Content analysis helps us be smarter about what information is most valuable when creating our products so they can rank better across search engines.
Content Analytics Benefits
With content analytics, you can understand what your audience finds valuable and how they interact with all the different types of information that are posted. You will be able to create strategies for creating more engaging posts or even new products based on data-driven insights.
To stay ahead of your competition, you need to know what other companies are doing. Content analytics can help businesses gather information regarding their customers and competitors. They can learn from mistakes made by others in the industry as well be aggressive with new strategies or products.
Content Analytics Examples
Here are examples of the many forms of published content:
· Content performance data
· Audience data
· Content groupings
· Audience behavior
· Acquisition data
Content Performance Data Examples
· number of visits
· number of unique visitors
· new vs. returning visitor ratio
· engaged time — how long a visitor is engaged and active on a page
· Facebook shares
· Twitter tweets and interactions
· Reddit posts
· ranking Google search keywords
· evergreen pages
Audience Data Examples
· geographic location
· what browser or device they are on (desktop vs. mobile)
· Google search terms
Audience Behavior Data Examples
· most popular pages, real-time and historically
· common visitor content journeys and paths
· subscriber behavior vs. returning visitor behavior vs. new visitor behavior
Acquisition Data Examples
· campaign medium breakdown, such as email vs. social media
· traffic breakdowns:
· which campaigns drive the most traffic?
· which websites referred the most traffic?
· which platforms drive the most traffic?
· which keyword searches drive visits?
Content Grouping Data Examples
· URL path
· social media platform
· marketing campaign
Content Analytics Vs. Web Analytics
Content analytics is the study of how, when, and where people consume content on various devices. It includes Web analytics along with mobile app data, podcast analysis, even social media posts that may not be related to any specific topic. Web analytics is limited to only website visitor traffic. Content analytics considers all forms of consumer published content.
Content analytics looks at, measures, and analyzes published content such as blogs, articles, or podcasts. It enables marketing teams to bring value to their content strategy and to understand the value their marketing efforts provide. Content analytics helps you understand what resonates with your audience, how and which segments interact with your content, and learn what content increases revenue.