So you’ve got an editorial team. But what on earth do you write about?
Kraft is said to monitor 22,000 different attributes of their audience, so I thought I’d put together a (slightly smaller) list of suggested insight sources / metrics that could help steer the content creation process as part of an organisation’s wider content marketing strategy.
In no particular order, they include:
- Customer complaints data by theme (quant) with the ability to drill down into sample of complaints (qual)
- Shares of visits across product areas > specific product pages > examples of referring search keywords and websites to get to that product > top 10 list of next pages visited after viewing these products / key drop off points (this may be covered in monthly SEO reports)
- Shares of visits across FAQ areas > specific FAQ pages > examples of referring search keywords and websites to get to that FAQ > top 10 list of next pages visited after viewing these products
- On-site search terms, grouped by theme or product
- Sales team feedback – top questions, queries, barriers etc
- Social sentiment monitoring tool insights – to determine key needs / wants / shortfalls
- PPC insights / reports to identify keyword, popular ad themes and conversion rates
- Display / banner ad insight – determine popular content themes by reviewing which banner themes work on which referring websites
- Email marketing insights – determine popular content themes by reviewing open / click / conversion data of campaigns in regular email reports
- Competitor insight / analysis – any insight into competitor performance for all of the above(!)
Obviously this list excludes external data points – eg search trends of customers around your key products areas and sectors).
What other insights / metrics do you regularly review to help steer the content marketing creation process? Feel free to add them to the comments below.