Content is King, Data is Queen

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 real 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 with your content strategy.

Here are some use cases on how you can use various metrics to create a more user-centric and data-driven content calendar.

KNOW YOUR AUDIENCE INTERESTS

Behaviour Reports in Google Analytics

Engage your customers by creating contents around their interest. Below are some reports you can use to get more insights on topics that interest them.

Behaviour reports in Google Analytics. 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.

For example one of your popular post is Social Media Marketing Trends 2019. A related topic you could create will be:

  • What to expect in the digital marketing space this 2019
  • What’s new with Facebook, Instagram and Twitter this year

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.

ANSWER QUESTIONS, SOLVE PROBLEMS

Know the questions your customers are asking

Figure out the questions that your audience are asking and curate contents that answers them.

Keyword Research. If the above metrics show what’s interesting for your users, keyword research will give you more insights into the problems they are 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 CONTENTS

Test, Validate and Scale

AB Testing. If you have the time and the resource it’s always useful to run an 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, topic and layout, you can optimise your contents to meet your business goals.

Using available data is one of the most efficient means to gain more insights about your audience to drive your content strategy. By creating contents that are useful and relevant to your audience you can build trust and loyalty and establish yourself as an authority in your space.

Lia Wilson

I help SaaS companies launch and scale digital products and implement sustainable growth strategies that are data-driven, customer centric and holistic in approach. A passionate storyteller with a degree and early career in Film and Television, I combine right-brain creativity with left-brain execution to craft compelling campaigns that bring brand stories to life.

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