Which customer insights help steer your content marketing?

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┬átrends 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.