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Some people feast on content analytics. Most don’t. If you’re the latter, this post’s for you.
The truth is content analytics doesn’t get its due.
When online marketing leaders give us findings from their surveys, the top challenges we face as content marketers always include content creation issues. The inability to measure content effectiveness makes the list, but usually only about one-third admits it troubles them.
Is it because they have a good handle on content metrics and analytics? Is it an out-of-sight, out-of-mind thing? Could it be measuring content effectiveness is too difficult?
My take is the majority of marketers don’t go there because they don’t know how. It seems complicated. Messy. And above all, a pain in the butt.
Most new media marketers realize there are all kinds of data worthy of analysis, but struggle to clearly determine which numbers matter. Which data sets best indicate success? Which relate closest to achieving business objectives? Which metrics indicate weaknesses that must be addressed?
In this post, I’m going to try to simplify what’s what in content analytics in an effort to help you become a more data-driven marketer, and thus, more effective.
Bring in the content analytics experts
Pawan Deshpande, the CEO of Curata, created an awesome guide to content marketing analytics and metrics with the help of 23 content marketing experts whom he called on for insights.
I was thrilled to be included in The Comprehensive Guide to Content Marketing Analytics & Metrics, by Curata.