Content producer analytics - better content production

Why a content producer should be interested in analytics and how it can benefit them.

Analytics is a very useful tool for a website content provider. Used correctly, analytics can help content producers choose which topics to produce content on, how to get to the content and how the content will affect its readers.

Analytics can be of concrete help to content producers when clear target audiences and objectives are defined for the content.

Content objectives and target groups

• who I want in front of the content
• what I want to tell him
• how the content should affect them or help the reader of the content

How analytics can benefit the content producer

1. Helps you choose an interesting or topical subject, helps you create searchable content and content that uses customer language
2. Helps to develop content discoverability from a search engine, website or through marketing and communication
3. Helps to assess and to develop the attractiveness of the content and its ability to activate visitors, and the structure of the page. guide and activate visitors

Choice of content topics and terminology

When it comes to thinking about content production topics, analytics can be used to explore the interest and timeliness of the topics. Here are some examples

• Keyword research
• Measurement of on-site search
• Trend
• Media monitoring
• Social media monitoring

Keyword research

Keyword research is used to find out how people search a search engine for things in a particular subject area: articles, information, products or services. This research will identify the search terms to focus on in your content production. With the right terminology, the content will be found in the search engine in the way the target audience is looking for it and the terminology used in the content will be familiar to the target audience.

Search within the site

Large organisations can have so much content on their websites that even with good navigation design, not all of it can be easily found. This is why, for example, cities and municipalities, or large online shops, have internal search. This internal search can usually be measured and the results can be used to determine what content users would like to find.

Trend

A range of trend tools can be used to explore what people are looking for right now and what direction interest in a topic is taking. While keyword research focuses on persistent or recurring search phenomena, trends are used to study momentary phenomena or to predict the future. Keyword research may also provide ideas for monitoring trends.

Media monitoring

Media monitoring tools can be used to track news coverage of specific topics in different media. Trending topics can provide good ideas for producing topical or targeted content.

Someseuranta

Companies and organisations need to know what is being said about their brand, products or services on social media. This information can be used to monitor an organisation's reputation and brand, respond to user concerns and help customer service to deal effectively with issues such as complaints. Organisations' crisis communications also benefit from social media monitoring solutions to respond quickly to social media storms as they occur.

Different social media channels such as Facebook, Instagram, Tik Tok and Twitter can usually be monitored using the same social monitoring tool. Several tools can also extend their monitoring to different forums, news sites or discussion boards.

The issues on social media are often measured by hashtag searches and keywords. The tools also identify the level of negative and positive discussion, allowing the organisation to assign specific people to respond to certain types of discussion. A few tools to try out with social media monitoring include. https://brand24.com/, https://www.hootsuite.com/, https://mention.com/en/.

How to find content

Once content has objectives and target audiences, analytics can help determine how well the content is being found and how to better engage audiences with the content. If established visitor traffic or discoverability is not reaching the target audience, communication and marketing can be used to bring visitors to the content.

How to find us in a search engine

Content discovery and link click-through in search engines should be evaluated using dedicated tools. Instead of running your own tests, you should monitor the results with reliable tools. If necessary, search engine optimisation can be used to improve search engine performance.

Another important metric, in addition to search engine ranking, is whether the link found is clicked on. A good ranking does not guarantee that someone will click on the content. Developing the link text can make the link more attractive and increase the click-through rate.

Finding content in navigation

Visitors to the site search for content mainly through the site's navigation. For this reason, the navigation menu must be logical in its hierarchy and named so that the visitor understands what is underneath. Content discovery can be assessed by measuring visitors' use of the navigation.

Guidance on content

Content discovery can be promoted by lifting and linking within the site, as well as by ensuring that content can be found in the site's internal search engine. Analytics can be used to measure how the desired content is being accessed through on-site activities or through marketing and communications.

How content influences visitors

Content objectives can be passive or active. A passive objective means reading the content without any other immediate functional objectives. Active goals mean that the visitor is influenced by the content to do something tangible and possibly measurable, such as navigating to another piece of content, contacting you or downloading a file, for example.

Content interest can be assessed by measuring the time spent on a content page, or by measuring, for example, scrolling through the site or using the page's functionality. These should take into account the way in which the visitor has arrived at the content. The way a visitor arrives may be indicative of their motivation for leaving, and visitors who arrive by different means may have completely different motivations. It is also worth comparing differences between devices and considering how the usability of content differs between, for example, a smartphone and a computer.

Summary of content provider analytics

While analytics can be used in a wide variety of ways to support content production, it is not realistic to go through every step of the process for every piece of content in these ways. The intention is to use it where it is most useful for your own work or where there is a need. However, the most important thing is to ensure that site analytics are installed correctly and other essential tools are in place to ensure that the most important information is available when needed.

Nor does it take a position on the quality or style of the text. However, measurement results are numbers that alone do not explain what caused the result. You need to be able to interpret the results, compare them with each other and, if necessary, look for further explanatory information to draw conclusions.

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