Why Your Data Matters in Your Content Strategy

Marcia Hylton | Ideal Client Marketing
Why Your Data Matters in Your Content Strategy

PODCAST: ⬆︎ 🎧 Also, listen to the "The Holiday Revenue Boost and Customer Checkout Best Practices 🛒" episode of the Unlocking the Buyer's Mind Podcast 🎙️ | 08:09 minutes.

BLOG: Why Data Matters in Your Content Strategy

We can't deny that content creation is crucial for businesses and marketers. Yet, with the incredible amount of content produced daily, it's essential to be strategic and informed in your approach.

How do you ensure your content stands out, resonates with your audience, and drives results? The answer lies in utilizing data-driven insights. Before you create or post another piece of content, consider examining these key data sources:

1. Instagram Insights

  • WHY? Instagram is more than just a platform for sharing photos. It's a powerful tool for businesses to connect with customers, build brand awareness, and drive sales. Instagram Insights offers in-depth analytics to help you understand how your audience engages with your content, allowing you to optimize for better results.
  • HOW? Access Instagram Insights by switching to a business account. From your profile, tap on the three horizontal lines in the upper right corner, then tap "Insights."
  • WHAT? Here are some key metrics to look at:
    • Engagement Rate: The number of engagements (likes, comments, shares) is divided by the number of impressions. This indicates how actively your audience interacts with your posts.
    • Reach and Impressions: These tell you how many people saw your post and how many times it was displayed on someone's screen.
    • Top Posts and Stories: Find out which content resonates most with your audience and why.

2. Google Analytics

  • WHY? Google Analytics offers comprehensive data about how visitors interact with your website. From understanding user behavior to tracking conversions, this tool is indispensable for any business aiming to optimize its online presence.
  • HOW? To start, you need to have a Google Analytics account and install the tracking code on your website. Once set up, you can access a wide range of reports and data.
  • WHAT? Key data to consider include:
    • Bounce Rate: The percentage of visitors who navigate away from your site after viewing only one page. A high bounce rate may indicate that users aren't finding what they want.
    • Traffic Sources: Understand where your visitors are coming from, whether through organic search, social media, or direct traffic.
    • User Behavior Flow: This visual representation lets you see the user's path through your site, helping you identify any bottlenecks or drop-off points.

3. Google Trends

  • WHY? Google Trends shows how search query volume changes over time, helping businesses identify trending topics, seasonal fluctuations, or emerging industry shifts.
  • HOW? Visit the Google Trends website, enter a search term or topic, and explore the data available. You can also compare multiple search terms to see relative popularity.
  • WHAT? The insights to focus on include:
    • Interest Over Time: A graph showing how a search term's popularity has evolved. This is great for identifying rising trends or fading fads.
    • Related Queries: Discover other search terms people use in relation to your primary query, providing ideas for related content.

Other Data to Consider

  • Email Analytics: If you're running email marketing campaigns, don't neglect the treasure trove of data they offer. Metrics like open, click-through, and conversion rates can provide valuable insights into your audience's preferences and behavior.
  • Analytics from Ads: Whether you're running Google Ads, Facebook Ads, or any other online advertising, these platforms provide detailed analytics. Look at metrics such as Cost Per Click (CPC), Click-Through-Rate (CTR), and Return on Ad Spend (ROAS) to evaluate the effectiveness of your ads and understand what messages resonate with your audience.

Wrapping Up

In today's competitive digital landscape, intuition alone is insufficient. Businesses and marketers must leverage the available data to craft content that truly resonates. By taking an in-depth look into platforms like Instagram Insights, Google Analytics, Google Trends, and more, you can better understand your audience's preferences, behaviors, and needs.

Every piece of data tells a story about what your audience loves, what they ignore, and what they desire. The more you listen to these stories and adapt accordingly, the more your content will shine in a crowded digital universe. So, before you create or post another piece of content, immerse yourself in these data insights and let them guide your content strategy. The results might surprise you!


About Marcia

Marcia Hylton is a seasoned marketing professional and travel enthusiast. With over 15 years of experience, she has a track record of planning and executing successful marketing campaigns for Fortune 500 companies. After starting a national award-winning marketing agency, she has served a wide range of clients, including small business owners and NBA celebrities. Now, Marcia offers expert marketing strategy to a diverse range of clients, with a focus on delivering measurable results.