How Content Analytics is Driving Effective Content Management
By Amalendu Tiwari
Content analytics is becoming increasingly important in content management, allowing businesses to measure the effectiveness of their content and make data-driven decisions. However, enterprises can’t get by on just content analytics. Instead, they need to build a framework for content intelligence.
In this blog, you will learn about the role of content analytics and content intelligence in content management and explore the latest content measurement and analysis trends.
What is Content Analytics?
Content analytics is applying business intelligence and data analytics practices to digital content. It includes techniques and technologies that measure, analyze, and draw insights from the content supply chain.
By using content analytics, companies can get an idea about how their content is being consumed, how customers interact and engage with content, and the overall performance of content after it has been published.
When companies incorporate content analytics to help assess their web content, they often leverage analytics tools such as Google Analytics. Until recently, that would have meant Universal Analytics. However, since July 2023, Google Analytics 4 has become the option to measure traffic and engagement among websites and apps. Additionally, marketing analytics and attribution tools and frameworks can help organizations better understand whether or not their content is effective.
Key Benefits of Content Analytics
Companies that enlist the help of content analytics can realize several benefits.
Content analytics provides enterprises with access to actionable insights. The data from content analytics helps you uncover details such as how engaged customers are based on how long they spend on a particular page or article, the parts of your website generating the most interest from customers, or the most popular channels where content should be published.
Improved Decision Making
When companies can leverage content analytics, they are able to improve their decision-making, such as determining which marketing campaigns to continue pursuing and which ones should be reevaluated.
Challenges Faced When Managing Web Content
While content analytics provides a starting point for companies to assess their digital content efforts, many organizations still face challenges.
Organizations utilizing content analytics can understand how their content is performing but still struggle due to inefficient processes or a lack of content governance. These issues can result in wasted resources and an inability to connect content efforts across devices and channels.
Another challenge when managing web content is the inability to identify trends. Content analytics can help organizations to see how content is performing, but it doesn’t necessarily mean that businesses will be able to identify and predict trends based on that data.
The web is constantly evolving, and while content analytics can help assess how things are going today, brands need more support to ensure content remains relevant. Otherwise, outdated content can lead to a poor user experience and damage the business’s reputation.
How Content Intelligence Solves Content Management Problems
To solve the challenges of managing web content, enterprises need an alternative to the traditional content analytics approach. With content intelligence, businesses can go beyond tracking content performance like they would sales, financials, or other performance metrics.
Instead, companies can gain complete visibility into their enterprise-wide content data. This helps them to identify trends and problems in real time while receiving actionable insights into the areas requiring the most attention. Here’s how content intelligence helps solve notable challenges:
Measuring Content Effectiveness
The modern content experience is omnichannel, spanning multiple devices and touchpoints. Content intelligence helps to measure the effectiveness of different channels and ensures that organizations maintain strong content governance principles. It determines whether customers can get the results they want from the content being provided to them and whether or not the business is meeting its own content goals.
Large enterprises have operations that span multiple verticals and locations. Using content intelligence helps them to measure content efficacy and whether or not content meets the requirements of these specific groups.
Enterprises need to cater to multiple audiences, each with its own unique traits and preferences. Using content intelligence helps these businesses analyze and act on customer preferences to ensure that the right content is being created and delivered to the appropriate audience.
The customer journey is only growing more complex as new channels emerge, and customer expectations and preferences change. Content intelligence helps ensure big-picture content orchestration so that teams can map their content strategies and marketing efforts back to organizational goals.
Achieving the one-to-one personalization that customers want today requires handling large volumes of content. With content intelligence, businesses can achieve deeper personalization by doing deep-dive analysis of content to determine the level of personalization or localization already achieved and what needs to be done to improve.
New content trends are emerging almost daily, from generative AI solutions to new search capabilities and an assortment of channels. To take advantage of these trends, businesses need to be able to surface insights that help them discover which content assets are ripe for new opportunities and how to adapt content to meet those needs. Content intelligence enables companies to identify and take advantage of content trends so that they can adapt.
Improve Your Return on Content (RoC) Using the Content Intelligence Framework
The ability to make data-driven decisions can transform a business’s fortunes and unlock its content’s true potential.
As a global digital consultancy, Content Bloom combines technology, data, creativity, and knowledge of digital trends to help businesses improve their bottom line. Our enterprise content management expertise and partnerships with leading headless content management solutions can help enterprises launch the most cutting-edge digital experiences. However, as we’ve highlighted, businesses need the power of content intelligence to get the most out of content.
Content Bloom’s comprehensive Content Intelligence Framework (CIF) helps content strategies become more robust, efficient, and measurable than ever before, ensuring an accurate Return on Content (RoC).
CIF does the following:
- Aggregates all digital content into a powerful dashboard to provide visualization tools that help analyze performance.
- Provides configurable widgets offering metrics relevant to localization coverage, content aging, content volume, fluidity, and efficacy.
- Identifies content activity trends such as creation volume or publishing locales.
- Enables informed decisions for content-related activities such as translations and content refreshes.
- It helps to monitor how activities relate to business objectives with real-time tracking.
Contact us to learn more about the CIF and how it can be leveraged to improve your content activities.
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