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  by Ashley Wilson |

How to Use Data to Revamp Your Content Strategy

You should already understand the importance of content marketing to your overarching business strategy. Still, you might have some difficulty getting desirable results from your published content.

To get a better idea of how well your content strategy is performing, you need leverage the data your content is generating. When you let data drive your strategy, you improve your chance of success while eliminating time-consuming and trial-and-error processes.

Here are some tips that will help you to revamp your content strategy.


Evaluate What’s Working And What’s Not

Traffic data from your website and social media channels will help you understand what topics and formats receive the most attention from your users. At the same time, you will learn what content falls flat. In response to your data analysis, you and your team can focus your effort on topics and styles that you know will appeal to your audience. Similarly, you can stop wasting time on content that fails to engage. As a result, you will have information that helps adjust your content strategy to get the best possible results.

Keyword analysis can also help you shape your content strategy. Although you might already use keywords for your SEO strategy, they can also help you produce more targeted content. To begin, check your analytics data for terms that are already attracting attention to your content.

Consider using keyword research tools other than Google’s tools to generate keyword suggestions. This way you can get relevant keyword suggestions that you might otherwise miss. Although many free online services are available, you may also want to try some premium services.

Another way to boost the performance of your content is to monitor what your competitors are doing. You can use online services to get keyword and traffic data for competing sites. Also, you can estimate the popularity of your competitor’s content by counting the number of comments left for it.


Know The Best Times for Increased Engagement

When it comes to digital marketing, timing matters. You need to make sure you post to your blog and social media accounts at times when your customers and shoppers will see it. Start doing this by checking your Google Analytics data.

You will probably discover that your website experiences high traffic levels during particular times on certain days of the week. Based on this information, you should set up an editorial calendar to make sure that you always have fresh content available at those critical moments.

Social media also is time sensitive, so spend time reviewing your performance statistics. When you use social media to engage your target market you have a chance to sell your brand to millions of daily users. If necessary, use a third-party tool to help you understand the best time to post content to each of the social networks that you are using.

Sometimes, the times of peak engagement for your content might seem inconvenient. For example, they could be very early in the morning or late at night. You might also have content that is popular on weekends. For these types of situations, consider automating the process. Rather than immediately publishing your content, use the scheduling function of your blog and social media management software to make it appear at just the right moment. This helps you and your team leverage timing without suffering inconvenience.


Address The Right Audience on The Right Platforms

Different types of people gravitate to the various online platforms. For this reason, you should spend time learning about the preferences of your audience. From this information, you can choose which social networks to use. Keep in mind that the job of creating and maintaining even a single social media presence can seem like a full-time job. For the most part, a small company can accomplish much by choosing only two or three sites.

Additionally, different segments of your audience may prefer particular types of content. These preferences often will coincide with a particular platform. For example, people who prefer video content often will enjoy using YouTube. Although keeping all your users engaged may seem difficult at first, your decision to engage them using their preferred platforms and content types will simplify the effort.

As your content strategy progresses, monitor your analytics data to determine your results. As time passes, you can optimize your efforts to correct mistakes and improve your results. Whatever you do, make sure your infographics, videos, social shares, and blog posts all share a common voice so that people can easily recognize that it is coming from your brand.


Key Takeaway

Your content strategy can deliver a healthy return on investment. However, a haphazard approach to content can waste a lot of time and hurt your brand. By using the above tips, you will reach a large and diverse audience with a consistent message that promotes sustainable growth.

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