TMC Strategic Communications

Content Marketing Series: Capture

TMC Strategic Communications

Sometimes it can feel like a ‘chicken and egg’ situation when it comes to publishing your content online and analysing the data.

Without the content, you don’t have the data to analyse.

Without the data, you will struggle to determine the context and know what content to move forward with.

Whilst we can harvest a certain amount of information from a small amount of data, sometimes this may not be enough to expand on.

One of the first tasks on your to-do list, if you are beginning a content marketing strategy, is an audit of your competitors.

Monitoring their social media and blog activity can give a great deal of insight.

If your budget does not stretch to social media monitoring tools, you can easily create a spreadsheet. By adding all of their social handles and blog URLs, you can monitor the number of posts they publish daily.

You can also manually monitor the interactions on each post (time permitting).

If you do this for 2-3 months, you will have a great starting point for building out a base for your content themes and frequency.

By doing this you can ‘capture’ more of your desired target audience more efficiently from the start.

What if you already have the data available from the backlog of content already produced?

If you’re not used to looking at data from sources such as Google Analytics, the initial information can seem daunting.

We would recommend looking at 3 key areas:

  • Pageviews
  • Source
  • Bounce Rate

Why are these three metrics important?

When you look at these three areas, you can quickly determine which pages within your content marketing plans are seeing success (and which ones are not having the desired results).

Well, of course, pageviews shows you clearly how many people have visited. But is the highest number always the best?

It can depend.

For example, if you have 2000 pageviews on one landing page, but the source is a website such as StumbleUpon and your bounce rate is 98%, that is not a winning combination.

However, if your pageviews are at the 1000 mark and the source is from a social media platform, with a bounce rate of around 30%, this makes for a much healthier combination of metrics.

Of course, this is just the starting point when it comes to ‘capture’ in your content marketing efforts.

For more information feel free to contact us.

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