Data has a better idea
Updated: Dec 13, 2020
Why should you be looking at data when planning your content strategy
We all know that content is king. But to create contents that bring value to your audience, you need to know what’s important to them and the problems they are solving. By analysing available data, you can gain more insights about your audience to help you with your content strategy.
In this blog, I’ll show some use cases on how you can use various metrics to create more user-centric and data-driven contents.
Below are some examples of reports you can use to know your audience interests:
Get insights on topics that are popular to your audience
GOOGLE ANALYTICS: Behaviour > Site Content - this report ranks the pages with the most views within a set date range. By knowing your most popular topics, you can create related content or a follow-up on that topic to make it more relevant. Within the same report, you can rank the pages by the Avg Time on Page to see which pages are the most engaging.
SOCIAL MEDIA INSIGHTS. By using the insights tools within Facebook and Twitter, you can see which posts are most popular based on impression and engagement. You can expand on these popular posts and create long-form contents like blogs, white paper and video.
Know the problems that your audience is trying to solve
KEYWORD RESEARCH. If the above metrics show what's interesting for your users, keyword research will give you more insights into what problems are they trying to solve.
There are dozens of tools available you can use for keyword research. I personally use the Google Search console.
Testing for high value and evergreen content
AB Testing - if you have the time and the resource it’s always useful to run A/B test for high value and evergreen contents such as website, landing pages and E-books.
These are contents that will stay relevant for a long time and has high business value. By testing various variables such as titles, headlines, layout, etc. you can test which one works best.