Improve Your Content Marketing Strategies With Analytics

Scott Lambert


Many companies are seeking to significantly boost the amount of investment they funnel into content marketing. With this in mind, it is important to consider just how businesses can improve the number of views their content receives and ensure that they are using the right search engine optimization.

Analytics plays an essential role in developing strategies; however, there can be a lot of dataand sifting through this information can be tiresome. By knowing which data to use, specific statistics can be looked at and content marketing can be given a boost.

The type of data companies use can have a large effect on marketing. First, website content needs to be looked at extremely carefully. Developing an editorial calendar is essential, as it provides businesses with useful information such as at what time content is going out, what the blog titles are, and which categories the articles fall into. By then looking at social shares, Google Analytics information and conversion rates, companies can establish which content works best for their website.

Another piece of important data to gather is on a competitor’s website. Though firms can’t extrapolate this data quite so easily, taking similar steps for their own website content means that businesses can dissect what blog posts and articles are working well for other companies in the industry.

Finally, in an era of social media, it is vital to track this data. Platforms such as Twitter and Facebook can be incredibly powerful for driving people to content, and therefore need to be given special attention. Facebook insights are useful for tracking the content that is the most popular with fans, while watching Twitter retweets, favorites and responses is also important metric.

Analytics are extremely powerful, especially when businesses are developing new strategies. Content marketing can be a powerful tool; however, without knowing what works and what does not, companies are planning content marketing strategies in the dark.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Content Marketing

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