Analytics are changing the way we view our world – from sports to business and everything in between. These days, data no longer belongs solely to statistics nerds or number-crunchers.
For anyone who creates content for a business, this data can yield surprising insights. In fact, taking a deeper dive into your marketing metrics may very well guide your next content opportunity.
So the next time you sit there staring at that cold, blank screen and annoyingly blinking cursor, don’t bang your head against the keyboard or fire darts at the bulletin board on your wall.
Instead, consider what your data may be telling you.
This one is kind of a gimme, because you’re probably already paying attention to keywords and SEO considerations when planning your marketing content. But how can that help you determine what content to produce next?
Dig into your SEO data to find answers to questions like:
Normally, bounces are considered a bad thing, as a high bounce rate signals that visitors are stopping by, but they’re not really looking around, clicking on offers or moving along to other pages. But if you look deeper at the marketing metrics behind a high bounce rate, you can uncover solid content creation opportunities:
There’s nothing wrong with copying what works – especially when it’s your own ideas that you’re copying. If you find a page or post that is working particularly well based on your marketing metrics (e.g., low bounce rate, high conversion rate, etc.), don’t be shy about utilizing some of those same content tactics or elements elsewhere, such as:
If something works, do more of it!
If you send an email newsletter or create email messages for targeted lists, you have a treasure trove of marketing metrics to help steer your content creation. In particular, be sure to keep an eye on:
Referrals are a great way to boost the visibility of your content, which is why referral activity is one of the best ways to promote your blog. But it’s not a matter of getting just any referral.
Your marketing metrics can tell you which sites pack the most viral punch and what to look for in a good referral, such as:
Coming up with great content is hard – especially if you don’t know what makes it great. So don’t fear the data! With a little extra effort, you can let your marketing metrics guide your content creation and make your work that much easier (and profitable).
Learn how to calculate and analyze six key marketing metrics with our FREE ebook “Six Marketing Metrics You Can’t Afford to Ignore.”