Launching Your Content Strategy Doesn’t Mean You’re Finished
Launching content strategy can feel like the end of the game. Your job’s not finished. A successful content strategy has a strong foundation that grows over time. When you’re planning your content strategy, you cannot know for certain what will work and what won’t. In some ways, you’re shooting in the dark.
Tracking and evaluating your analytics is a lot like turning on the lights. Evaluating what’s working and what isn’t lets you tweak your content strategy to maximize its effectiveness.
Track Everything
Your analytics should track everything from number of unique and return website visitors to Facebook engagement and overall customer sales. Analytics can help you know how successful your Search Engine Optimization (SEO) is. Are your clients and prospects finding you online?
They can also help you see what time of day your audience is most active. Do you get more engagement if you tweet in the morning or the mid-afternoon? What type of titles on your email newsletters are opened more often – ones with numerals in them or ones without?
Do you get more comments on a post when you ask a question at the end or when you invite your readers to share their personal experience?
Analytics Let You Tailor Your Content Strategy to Your Audience
By tracking these details you can specifically tailor your content strategy to your customers. While some Facebook pages may get the most engagement between 3:00 and 6:00 p.m. on Thursdays, this doesn’t necessarily mean yours will. If that isn’t when your customers are on Facebook, yours won’t. Maybe your best status update time is Saturday morning.
Use analytics to always improve your content strategy and maximize your results.
Artwork by our good friend, Enjoli Izidor
