Content Marketing Analytics – How exactly to identify successful blogs

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
5 min read

What makes an effective blog? If you feel the solution is amount of views, you might or may possibly not be right

Some blogs is there to convert, others to market awareness plus some is there to encourage conversation. Whatever your metrics are for judging a blog’s success, a very important factor is for certain, you always make an effort to enhance your performance. Most bloggers and marketers are judging a post on a person level. Whilst it does provide info on best and worst performing blogs it can hardly any in informing your strategy in the years ahead.

Some bloggers are considering the entire trend because they build their readership to guage the success. If you’re not doing this already it’s also advisable to monitor your keywords to see if they’re improving their position if SEO can be your goal. Therefore, if all you need been doing is considering keyword position, overall monthly trend and how each post did, you could be missing the picture as a whole.

Content marketing analytics 2

Adding Data To your site Analysis

The opportunity is based on identifying the forms of blog posts prosper, so that you can do more of these. It is easier to see which kind of blogs work , nor work when you have everything classified. Begin by downloading your outcomes right into a simple excel file with the title of your blog post and the outcomes. Now it’s time to classify the various attributes of every post with the addition of columns for every attribute (categories). It is best not to have significantly more than 10 categories per each attribute.

Here will be the attributes which are mostly used:

  • Type of Blog- That’s where you classify each blog right into a different category. Example include: “How To”, “Top 10”, “Best Practice”, “Case Study” and so forth. For all those blogs that can’t be categorized utilize the category “other” or “not available”.
  • Subject – When you could be writing on a single subject you’re probably coping with different niche subjects. For instance, in case you are blogging about fashion you might want to categorize your subjects into: “t-shirts”, “pants”, “bathing suits” or “high fashion” vs. “fast fashion”, or “Designer A”, “Designer B”, etc… It might take some time to create subject differentiation, nonetheless it will probably be worth it by the end.
  • Medium – In case you are doing videos, whitepapers along with other forms of blogs it must be classified aswell.
  • Author – In case you are coping with multiple authors it really is smart to include that in your analysis.
  • Day of the week – Whenever a post was published could mean the difference between 500 views and 2,000. According to the level of your blogs you may even desire to consider the time of your day it had been published. Rather than utilizing the actual time just classify it into morning, afternoon, evening and overnight.

Here is how your site classification can appear to be:

Blog analysis

Analyzing Your Data

Now that of one’s blogs have already been classified it’s time to do an analysis on all of those attributes/categories. A straightforward way to achieve this is in excel – develop a simple pivot table. Using one side of one’s pivot table you need to have the set of all of your attributes and average the measurement. Inside our example above, in the event that you were to perform the pivot, you’ll note that “How To” and “Top 10” have the bigger average amount of views when compared to a general post.

Pivot table

Next, create multiple pivot tables per each attribute. Therefore, you will notice the most effective performing kind of blogs, subjects, best day to create, what authors are producing more views and what medium works best.

Next Steps

These insights are invaluable as possible write blogs that perform better, providing you an obvious strategy in the years ahead. To utilize the outcomes you’ve just found, start developing a blog/editorial calendar making the most of the greatest content/subject that works.

However, you might have limited data that may skew your outcomes. Perchance you just started blogging some time ago, well a sensible way to check that would be to see the amount of blogs that belong to each category before deciding. That also gives you additional insight.

By seeing just how many blog posts weren’t written in a particular category or type, or were posted on a particular day it is possible to boost your data by blogging and collecting that data. Therefore, once you analyze the outcomes in a month’s time you’ll have a far more diverse selection of blogs and much more data to investigate. So long as you classify each post you will end up ahead of your rivals.

For the ones that are sophisticated analysts or bloggers who’ve a large number of blogs to investigate you can create a simple decision tree predictive model to observe how all of those attributes perform with one another. The theory is you could combine subject and type to start to see the best combinations and so forth.

It may feel just like you’re spending considerable time classifying, particularly if you have already been blogging for quite a while and have a large number of rows of data. When you have established your categories per each attribute it must be possible for an analyst to classify it for you personally.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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