Many CMOs are overwhelmed by data, and they struggle to apply their analytics and attribution reports effectively to their content marketing programs, which affects their content marketing performance.
There are many ways you can improve your content marketing performance, and the right analytics data can be instrumental.
What your data will tell you
Analytics data should help you answer these fundamental content marketing questions:
- Does the content answer your target audience’s questions?
- Are you meeting their needs?
- Are you solving their problems?
If you can say unequivocally “yes,” then the content component of your content marketing program is performing well. The reporting data will validate it. If not, you need to go back and revise your content strategy and editorial calendar.
Once you know that your content is on point, you need to review your publication frequency. According to HubSpot, most companies start to achieve scale and see results when they’re publishing at least 16 content pieces per month.
When you break this down, that’s publishing content nearly every business day. If you’re not publishing content at that frequency, then it’s the next area for improvement.
Once you optimize content publication frequency, you should now review your company’s content amplification and promotion programs:
- Are you spending your dollars correctly?
- Are these channels driving visitors?
- Do these channels drive the right visitors?
- Do those visitors convert?
- Are you achieving positive ROAS (return-on-ad-spend)?
If you answer “yes” to all the questions, your content amplification and promotion programs are working fine.
In our experience, customers often find many gaps when they analyze each aspect of their content marketing program. These gaps represent optimization opportunities.
In summary
Once you have the right content marketing performance data, regularly review it. Identify the areas to improve on and optimize them! If you take these steps, you will end up with an accountable and successful content marketing program.
Need help with your content marketing performance?
If you have a content marketing program or are planning one, download our e-book 100 Mistakes Businesses Make When Starting, Optimizing and Scaling Content Marketing Programs.
This e-book will walk you through the mistakes of hundreds of other companies and the challenges they faced in implementing their content marketing programs. To learn more about how Tempesta Media can help you streamline your content creation process and deliver quality content at scale, contact us today.
