As social is all about sharing and talking
about interesting content, brands across are the globe are going out of their
way to make their social channels the destination
for interesting, valuable, inspiring and clever content. Little wonder then
that Content Marketing is currently the ‘in-thing’.
Content marketing revolves around some of
these fundamental principles. Heather
Healey, an award winning digital strategist lists four such steps:
1.Set definite goals for your
brand’s content marketing, being very clear about what you want to achieve through your social content.
2.Know your audience well and
find out what kinds of content they expect.
3.Develop content concepts in
accordance with your objectives and brand values.
4. Get down to creating that
content.
While these four steps form the core of a
brand’s content marketing strategy, I believe that there is another very
crucial step – analytics.
Social media analytics answer the million
dollar question that every content marketer asks – are my efforts yielding the
right and desirable results? Is content marketing giving me a favourable ROI? Through
its advanced sentiment, trend prediction and competition analysis features; it strengthens
your content marketing efforts in the following ways:
a) Sentiment Analysis:
Your social
content is for your audience’s consumption. Hence, it is very important to know
their likes, needs and preferences about it. Use Social Media Analytics (SMA)
tools to find how positively or negatively are your audience are reacting to
your content. Use this input to develop an audience centric content strategy
b) Predictive Analysis:
Predictive
analytics helps content marketers to closely keep track of the recurring and
emerging trends in their customer behavior and devise content strategies based
on those trends
c) Competitor Analysis:
How well are your
competitors faring on the social? What are their content strategies? What type
of content do they post and how much audience engagement does it create? Competitor
analytics answers these questions for you; helping you to effectively beat your
competitors.
d) Monitor and Measure:
SMA tools monitor
your audience’s social conversations and measure it for audience sentiment, the
content’s engagement rate, and of course it’s Share of Voice.
In summary, while
good content strategy is essential for effective content marketing, content
analytics ensures that your content marketing efforts are successful and
profitable. SMA tools provide content marketers actionable insights that help
them make rapid and instantaneous adjustments to their strategies.
What content strategies are most important to you?
Share your thoughts in the comments below. To know more about Shout Analytics
write to us at info@shoutanalytics.com
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