Analysis is the Final Stage of the Content Creation Process

Posted by Kathryn Cartini on Dec 20, 2015 2:30:16 PM

Learn how to analyze your content to discover what’s working for your business.

Just like the every other aspect of your Inbound Marketing strategy (Plan, Create and Distribute), you need to analyze the performance of your content in order to get the most out of it.

Those who continue to repeat the same things over again without getting a return on their investment, are wasting time and resources. In this blog, we’ll analyze the analysis process by asking questions of our marketing campaigns and outlining the best metrics to consider. This will make sure we’re on the right track.

Ask yourself the following questions:

  1. Are you creating content on the right topics?
  2. Is your content in the right formats?
  3. Is your collateral being distributed properly?

HubSpot AnalyticsKnowing the answers to these questions will help you be more effective. Now when you move forward, you’ll be able to reach back into your bag of tricks for new ways to grow your business, or deploy more efforts into what strategies are delivering the biggest returns. When we understand why something worked, or sometimes even more importantly, why didn’t it work, we can use this insight to create better content in the future.

Here are some metrics to consider when analyzing content efficacy:

  1. Number of visits. How many views does your content have?
  2. Leads generated. Did your content offer convert leads and if so, how many?
  3. Social proof. Did anyone share your content on social media?
  4. Inbound links. Are there any outside websites linking to your content? This builds authority for your website and will help your site place higher on Google.
  5. Content performance by author. If one content author is performing better than another, consider they create the majority of your content, or they counsel others on their best practices.
  6. Content performance by topic. Do your buyer personas prefer a certain topic? If the answer is yes, find new ways to write about this same topic from a fresh perspective.  
  7. Content performance by format. If you have a certain format outperforming another, this will give you insight into the ways in which your personas like to receive information.

Now that you know what it working and/or what isn’t working within your Inbound Marketing campaign, you can keep creating even better content for your prospects, leads and clients. It’s all about testing things out and having fun along the way. Of course this all takes time, but having a plan in place will pay off in the end.

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Topics: Inbound Marketing, HubSpot, Google, Analytics, Lead Generation