Part of our content analytics expertise lies in the asset-level analysis we perform. Rather than assess the larger content marketing strategy at quarterly or annual intervals and call it a day, we conduct ongoing competitive marketing analytics and page-by-page performance audits so we’re continuously in tune with what’s working and what’s not.
Every content marketing decision we make is backed by hard data, which means your marketing and sales content is hyper-targeted to specific personas, commercial intent and search behaviour.
This data-driven approach to content marketing analytics allows us to speak your customers’ language.
Many different types of content can be analysed using content analytics software:
- Social media posts.
- Speeches, interviews and press releases.
- Magazines, newspapers, and books.
- Films and photographs.
- Other web content.
Content analytics tools are used to find patterns in text and speech. By looking at these patterns, you can make inferences about both the writer/speaker and the published content itself. This can be especially useful if you want to:
- Discover similarities and differences across content.
- Establish bias.
- Reveal the intentions of the writer/speaker.
- Look for patterns and correlations.
Content analytics is designed to give you the information you need to make informed decisions on what to create, edit, or promote.
Once content analysis is completed, Brafton can help to create or update your content. Our content creators, as part of a content team, are responsible for creating the digital content that will appear on social media accounts, newspapers, films and more.
This content is specifically designed to cater to your target audience. For example, on social media, you might be aiming for a younger audience on Snapchat or tech aficionados who get their latest news from Twitter. Wherever your target audience is, our content is tailored to appeal to them, wherever they are.
Inside the many analytics content analytics dashboards we live in are the web metrics that guide our reporting. Every Brafton strategist, consultant, project manager and writer is trained in Google Analytics, Google’s own content analytics platform. We also have extensive experience with other analytics tools like HubSpot, SproutSocial, Searchmetrics, Moz, SEMrush, MarketMuse and many more for your content strategy.
Our content analytics capabilities empower clients with business insight that fuels optimal content performance. Machine learning, text analytics and other forms of data analytics give us a glimpse into the types of content that are performing best in your industry.
We then use an advanced analytics tool to provide extraordinarily precise recommendations for how to reach your target audience and the types of content that will help you move them through your sales cycle more effectively.
Web analytics are closely related to content analytics in that both involve processing raw data so it makes sense from a human perspective to form a content strategy. These analyses can tell you precisely how effectively you’re meeting your KPIs.
For example, imagine you have a website and you’ve collected data on how many visitors are on your website at any given time, what they’re doing on the site and how long they stay. These metrics can give you an idea of how effective your site is in achieving its desired goals. It can also tell you where you may need improvement if you’re not meeting your objectives.
Brafton is an official Google Partner in Google Ads and has earned credential specialisations in Search Advertising, Mobile Advertising and Shopping Advertising. We also utilise social media analytics to deliver actionable insights for your social strategy.
You can choose to perform your analytics in-house or you can use a partner agency. Each has its pros and cons. An in-house team will give you complete control over the guidance of your product, but you’ll have to hire a qualified team that believes in your vision and pay for their overhead. When you’re working with a Google Partner, on the other hand, you know for sure that you’re utilising people who know Google inside and out. Expertise on the Google platform is guaranteed.
If you’re a Google Partner, Google’s success is tied to yours. This means they have a vested interest in helping you succeed on their platform.
Google analytics are in demand for a simple reason: Google is the most popular search engine in the world, and being able to leverage the Google search tool to favour your company’s results can astronomically boost the visibility of your platform.
Needless to say, we can work with whatever analytics software or dashboard necessary to make your strategy a success.
Business Intelligence Is Content Intelligence
Top-quality content is now intelligently designed. The creative bar is higher, and search engines are sophisticated enough to actually outsmart the engineers that built them. Without a content analytics strategy, it’s impossible to take deliberate action that will move the needle and help you win new business.
We integrate your company’s business intelligence with semantic search insights, establishing content intelligence. We also use benchmark analytics and reporting tools to help track anything from bounce rate to unique user sessions, the average session duration, click-through rates, newsletter subscriptions, all of the above and more, depending on your business goals.
We know in advance what to measure, what to create and what to expect.
Not in the UK?
Check our international content analytics services: