An Introduction to Content Analytics

Fri, 17 July 2020 1:06

In today’s highly competitive world, to be able to analyze content is essential. Over the past few years, computers and operating systems have improved to a point where they are capable of differentiating a variety of content types. The ability to analyze the content that has been recognized enables companies to pick up trends to easily match content with different rules put in place using the software. The software allows the companies to spot trends and highlight any unusual behaviors and instances, thereby giving them a greater insight into their own businesses.

Similarly, companies are putting more resources in content marketing as a way to attract loyal customers. From blogs and email campaigns to social media posts, white papers, and paid advertising, they are leaving no stone unturned to add value to their customer relationships. At this point, their thought processes have become similar to those of journalists.

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Content analytics is one way that enables brands to measure the success of their content digitally. It involves evaluating the data from both inbound and outbound collateral to determine what works and what doesn’t. At the end of the day, no one wants to spend hundreds of thousands of dollars on content that isn’t thriving.

It comes to no surprise that around 75% of companies and brands think content analytics can give them a greater insight into the business: What do your customers read the most? What format drives more customers and generates the most engagement? The answers to these questions will help you in producing the right type of content, presenting it in the correct form (blog post, quiz, slideshow, etc.), and posting it for the best results. If it is adequately leveraged, content analytics can offer companies a way to boost revenue as well as build customer loyalty.

Whether or not your analytics will give the best possible results, depends on the way it is managed and stored. Several brands have poorly managed content, and it is often spread across different platforms, making it challenging to utilize correctly and efficiently. The use of poor software and quality tools can make evaluating the data more difficult, mainly when it is scattered amongst many different content sources. A number of reclassification and content correction tools make it possible to have a much tighter hold on content analytics, and this is something that brands and companies need to consider seriously.

The Working of Analytics

So as to perform any kind of analytics, data needs to be gathered, which comes from a number of sources. This data may come from searches performed on a company’s web store, emails, plans, and several other channels. Other simple searches for words, phrases, and contextual analysis are all possible; however, all of the data needs to be evaluated by means of a single software system to get the maximum results.

While so many brands have been trying to reduce the volume of data that they have on file to make it easier to handle, that isn’t probably the best solution. A large group of the audience believes that rather than deleting the old data, they would instead add more value to it using classification tools. Hence, better organization is the key to getting better results from content analytics.

Several companies understand that the best way to manage their data is to implement a better content management system. Nevertheless, organizations need to ensure that they equally pay attention to content analytics. They need to work together for them to get better results. Together, they can help provide greater business insight, as well as productivity for the company.

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Additionally, it’s crucial to take the right steps to eliminate “dark data” they’ve collected. Dark data includes personal information about clients, employees, and customers, as well as confidential data about businesses. To increase the security of the company, the proper elimination of such data is required. In this way, it makes the rest of the data more manageable.

The Need to Adopt Content Analytics Software

Once again, a lot of organizations do not move ahead when it comes to getting a real handle on their content analytics. They refuse to hire people to fill a higher role, and they do not bother upgrading their software for content analytics. The previous of the software is not able to handle the amount of load generated at present.

Still, those companies do have a few valid reasons, including whether or not it can apply to their needs and that there will be a huge learning gap to using the program. Furthermore, they do not have content retention and governance plans at the point, eventually making the software pointless to use as they won’t get enough out of it.

The Bottom Line

Now the question lies if the companies will finally be able to make the required changes in handling and managing their data and content. Obviously, it’s going to take some time for them to reach there. But as the volume of data increases, businesses will get to the point where they finally realize that their content management systems aren’t able to handle the load anymore. They will recognize the urgent need to adopt a new tool for managing content analytics. Advanced software that’s hitting the market now has all the capabilities to help change businesses. What they need to do is move ahead and start using the new tool despite the learning curve.

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