Scientists don’t draw conclusions without empirical research; verdicts are not made without evidence; and by the same token, business practices should also be data-driven.
If you play your cards right, assessing predictive metrics and content KPIs can strengthen the different elements of your marketing mix.
Free download: Before embarking on a massive SEO overhaul, make sure your website’s content is up to par. Learn what should stay and what should go with our free guide, How to do a Content Inventory.
Double Down on Data
Data and analytics serve as the rationale behind business decisions, driving operations. Making data accessible allows marketers to measure their impact and empowers smart and strategic planning. This intel can help weigh out the ops of your business’ balancing act to be sure you’re stacking the deck rather than tipping the marketing scale.
Data reporting allows you to manage marketing campaigns and assess marketing strategies in order to optimize where and what you’re putting time, effort, and money into. Not only do analytics identify those marketing tactics in need of improvement or the ones proving to be profitable—but also sheds light on new opportunities and earnings to deposit in the ROI piggy bank.
There’s no gamble to creating a business and marketing culture that places high value on data because it ensures data-driven decisions … so when it comes to predictive analytics, your best bet is to go all in.
Raise the Stakes
The ability to compile analytics in order to implement the insight within your marketing operations is a valuable asset. So if your marketing efforts seem to be lacking, use analytics to raise the stakes.
Appropriately interpreting and applying data and predictive analytics to your marketing portfolio can identify key indicators that drive your marketing priorities and actions. But before you can reap these benefits, you’ve got to outline your marketing needs and what you want to achieve, so you can define those metrics most useful to track.
Assigning benchmarks is a good strategy to gauge where your marketing efforts are, relative to competitors and to where you’d like to be. As trends, data, audiences, and other factors shift and change, a coordinated shift must happen within your marketing approach—it’s vital to follow your analytics ebb and flow to maintain optimal marketing operations. Ongoing analysis allows you to track changes and improvements in your efforts to ensure you’re setting the marketing bar high.
Be Your Own Bookie
Tracking both qualitative and quantitative data proves to be valuable for any marketing scheme. Statistical data helps to quantitate basic metrics like the number of page views, inbound leads, clicks, likes, etc., but qualitative data and analytics are just as valuable. These analytics shed light on the quality of content, and helps to ensure you’re leveraging your content and branded messaging. Tying together quantitative and qualitative data for a multidimensional analysis allows you to optimize your marketing efforts.
Performing a content inventory is a starting point for content marketing eval. Simple tools like an editorial calendar help track the content you’re curating and KPIs to interpret its contribution to successful outcomes. Assessing more than just surface numbers can capture processes and actions of your target audience, rather than just bottom line results.
Play Your Strong Suit
Aim to understand your content’s ROI by comparing types, topics, formats, media, channels, referring keywords, length and depth of visit and time of visit, etc.—so you make more of what’s working and less of what’s not. Analyze each piece to attribute its contribution to a marketing success or part of the buyer’s journey. This will guide your strategic marketing so you’re leveraging content in the right media, for the appropriate target audience, at the right time, using the best channel—for optimal audience engagement and user interaction.
Load the Dice
Using a multidimensional approach to analytics to capture the relationship that marketing variables and strategic approaches have with target audiences helps to predict actions and outcomes of consumers with your brand—and thus tailor your marketing strategies to elicit ideal outcomes.
If you want to see marketing ROI you must invest in right tools. The right tech can improve your content marketing workflow—by automating routine tasks and increasing precision and optimization of business resources and analytics. With automation tools and tech you can compile data and develop reporting features that include only those parameters you set. Automating these tracking tasks creates an efficient process to deliver data results on an ongoing basis to make sure your marketing stays on par.
Want another great SEO tool to supplement predictive analytics? Audienti’s Scorecard evaluates your website for keywords and brand terms, so you can see if you’re getting the traffic you should: https://scorecard.audienti.com.