Content analytics is the practice of applying business analytics and business intelligence to digital content.
Since the internet embraced content as king, the content transformation has been top-of-mind for enterprises globally. The goal for the digitization of content is to make it more digestible, valuable, and engaging for readers. For content transformation to be successful, an enterprise needs to include content analytics to assess the performance of digital content.
It includes analyzing:
– content patterns
– content trends
– key performance indicators (KPI)
– valuable insights
Research has shown that 75% of enterprises believe that content analytics is correlated with powerful business insights. Insights that can truly take a business inside the mindset of customers and what they are most interested in reading about.
Businesses engage with different types of content such as:
– Blog posts
– White papers
– Social media
– Customer support (text and audio)
– News sites
These can indicate behavioral and consumer trends that drive revenue and organizational growth.
Content Analytics Benefits
Reader Engagement Tracking
Because content analytics tools are more precise and reliable in measuring engagement than web analytics tools. These tools measure when readers are actively engaged with content, with or without subsequent action. It can get as granular as being able to track when a reader opens a page v. engages with a page. Having such useful metrics enables the enterprise to truly understand the impact of their content and how to shape the content strategy to be the most effective.
Actionable Metrics and KPIs
The benefit of the content analytics tool is access to insights about how content performs across multiple platforms or how long readers are actively consuming content. There is a wide range of metrics that are more precise than web analytics tools in giving marketers an in-depth look at digital content. This can inform the overarching content transformation because it enables marketers to identify and focus on top-performing content.
Real-Time Decision Making
The advantages of content analytics for an enterprise are actionable insights and real-time decision-making. Having a large data set is effective for making strategic decisions about which content to create, promote and edit. It gives the enterprise a real-time pulse on content to focus on the most ROI per page.
Content Analytics Structure
1. Choose Content To Analyze
Select the content to analyze based on:
– Medium and genre
– Specific criteria (ex website for a specific type of product)
– Dates and location of content
2. Define Parameters Of Analysis
Once the content for analysis has been chosen, it is time to define the parameters such as:
Units of meaning
Repetition of words and phrases, themes and concepts, people, and images
Set of categories
Objective or conceptual characteristics for analysis.
3. Figure Out Rules For Coding
For analysis to be effective, content needs to be coded consistently. This involves organizing units of meaning into defined categories, what will and will not be included.
4. Code The Text Based On The Rules
After coding rules are in place, marketers must go through the research sample and code it.
5. Look At Results And Actionable Insights
After coding is done, marketers can examine data to find patterns and draw conclusions. An experienced marketer can use statistics to find correlations and trends in the content.
As part of content transformation, content analytics can be an effective tool in analyzing and measuring content that performs well over time. By using content analytics tools and a structure, marketers can glean actionable insights and data from digital content that moves the business forward.