Numbers and data analytics aren't the first things that come to mind when you think of content marketing.
Your mind may have gone to familiar ground - writing, creativity, storytelling, and visual design. Analytics and data reporting are scary, unfamiliar disciplines to you.
Sound familiar? Don’t worry, we got you.
In this beginner's guide, we'll show you how learning analytics can help with content creation and marketing strategy and which metrics to pay attention to. Last but not least, we'll show you how to use DashThis to make your content reporting more efficient.
Content marketing analytics involves measuring and reporting content across different platforms and marketing channels. This includes channels as diverse as social media platforms, email marketing, and search engine optimization (SEO) efforts.
And before you stifle another groan at the thought of looking through another boring spreadsheet, content people see the importance of data analytics expertise. According to Contently, half of senior content marketers plan to develop their in-house talent with training or by hiring outside help in 2023.
We know content marketers have tons on their plates and limited resources to pull it all off. Hence, thinking strategically and spending your limited content marketing time well is essential.
Multiple studies show content marketing is an excellent long-term investment for brands because it builds a trusting relationship between brands and consumers, making consumers more likely to purchase from brands they trust.
But how do you know if your content marketing is hitting the mark on quality and effectiveness? That’s where analytics help marketers do their jobs more effectively and stress less.
If you’ve put your heart and soul into a campaign, you’ll want to give credit where credit is due (and be recognized for your efforts) when content performs well.
Referring to data analytics also helps you spot early warning signs your messaging wasn’t relevant to your target audience or customer journey and course correct with actionable insights.
Content marketing analytics helps you confidently answer questions like:
While this guide focuses on quantitative (numerical) analytics for content, qualitative measures like feedback from sales conversations can also be a powerful source of information on your content marketing effectiveness.
Did a sales prospect mention a particular piece of content when contacting your sales team or during a sales conversation? Make a note of the content pieces they mention. You could also look at your social media channels and note down posts that encourage discussion, praise or constructive comments.
For instance, top-performing B2B content marketers are more likely to measure content performance effectively. 77% of the respondents who ranked their company’s content marketing efforts as “successful” measure their content’s performance. On the other hand, only 17% of respondents who report disappointing content marketing results measure their content’s performance.
Which makes sense. After all, you’re more likely to know what’s doing well and what isn’t if you allow analytics to guide your initiatives and where you focus your time.
Content marketing is notoriously challenging to attribute results to compared with other digital marketing efforts like pay-per-click ads.
And people in content marketing agree. According to a 2023 report by the content marketing community Superpath, driving business results had over half of the respondents worried.
Driving business results took the top spot in a list of concerns by in-house content marketing professionals.
If you want to be seen as someone with expertise in content marketing, now is the time to brush up on your content marketing analytics skills.
The primary aim of a content marketing report is to provide data to support a decision or track performance over time. So carefully think through the objective of your report, then select the relevant metrics to support that goal, like:
For more resources on setting content marketing goals and identifying key performance indicators (KPIs), check out:
Content marketing metrics usually fall into 4 different categories.
These metrics illustrate how many people viewed or consumed your content.
Are your web pages appearing in branded organic search engine results (SERPS?) Are people talking about your brand on social media? Start with these metrics to measure online brand awareness.
Engagement metrics measure if others are sharing or interacting with your content. Take engagement as a vote of confidence for whether your content is valuable enough for people to share with their audience or engage with.
If you want to know whether content marketing makes financial sense or if it drives business ROI, monitoring lead generation metrics are essential.
Let’s say you’ve onboarded a new SEO and content marketing client. This client prefers structured communication and isn’t familiar with content marketing jargon, so you want to ensure you communicate the results of your content marketing efforts in a structured, easy-to-understand way.
DashThis’s got your back! Here’s how to use DashThis to create a suitable dashboard to report your content marketing analytics.
First, access DashThis by signing up for your 15-day free trial.
Many templates are available in DashThis to create a new dashboard in a few clicks, or you can also build your own from scratch.
We’ll use the content marketing report dashboard template (also featured below!), which automatically integrates with Google Analytics, Google Business Profile and social media platforms.
An integration helps you automatically pull KPIs from these platforms into your DashThis report - a massive time-saver when you’ve got multiple tools to reference.
Connect your content marketing analytics tools here with our integrations. Simply log in to your accounts, authorize DashThis to access your data, and DashThis will handle the rest.
Give your new dashboard a name, language, currency, and reporting period. For example, you could automatically send a report to track your content KPIs every month.
Need help to integrate data across way too many content marketing analytics tools? You’re not alone.
Integrating data across multiple platforms came at the top of the list of B2B marketers’ top challenges with measuring content marketing performance, according to a 2023 survey by Content Marketing Institute.
Well, good news: DashThis’s 34+ integrations make it easy to connect all your content marketing apps to get all your data in one place, comparing data across channels or making data-driven decisions more accessible.
Popular integrations for content marketers include:
We’ve designed our software to make content reporting a breeze, so connect your tools to DashThis and import your data into the dashboard.
Now, you’ve got a dashboard set up, so it’s time to choose the metrics to show and customize how they look.
DashThis has multiple data visualization options to help you tailor your report to your clients' or stakeholders' needs, making it easier for clients to understand your data.
Tap on DashThis’s custom widgets to organize your data and give your clients what they want.
For example, is a client seeking a traffic overview for their strategy meeting? Set up a bar chart to break down your total website traffic by channel over the past 12 months to determine which content marketing channel or referral source brings in the most website visitors.
Or you could compare the conversion rates of different landing pages to see which layout or call to action needs more work for your lead generation campaign.
Why not experiment and play around to see what works best for you?
If you’re new to data visualization, don’t fret.
Start with these resources:
You’re almost ready to send your report off, but hang on. Let’s add a few personal touches to customize your dashboard to your client.
Some ways to personalize your report for your client:
Finally, don’t forget to send off your report, especially if you’re presenting a report to a client or key stakeholders.
Set up DashThis to deliver your report every week or month at the same time. You won't have to worry about forgetting to send your report again.
DashThis offers multiple report-sharing options, like
Built for content marketers who might feel more comfortable staring at words and images than numbers, DashThis’s content report allows you to streamline your reporting process across multiple content marketing analytics tools.
We get that it’s tedious to create a report from scratch, and most people would rather be doing something else.
Using our pre-built content report helps shorten this process from hours to minutes. Free up your time spent on reporting to continue dreaming up content campaigns, researching and writing your next banger of a blog post or dreaming up another creative video concept to electrify your client’s brand.
Or you could take a nap—a great way to spend your time.
Content marketing analytics and reporting can be overwhelming and take valuable time out of your day. But DashThis makes it much easier (and faster) to communicate your results, review your analytics for decision-making, etc.
If reporting and analytics are something you need help with, let us help you! Give DashThis a try with our 15-day trial, no credit card required.
You’ll be guided by our world-class customer support team (Don’t just take our word for it; check out what our satisfied customers say here.
Ready to track your content marketing analytics?
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