You’ve racked your brain for content ideas, put together a calendar, hired contributors, and finally have your brand’s blog up and running. But how do you know if your efforts are actually providing any kind of return on investment? That’s where data comes in.
Marketers spent over $135 billion on digital content in 2014, according to BrightEdge, and data can help content marketers understand what’s working and what’s not, so they are better able to tailor their strategy moving forward. But don’t worry, you don’t have to magically formulate this data on your own. Here are three platforms that can help content marketers understand their audience, manage their content, get results, and take the guesswork out of ROI.
BrightEdge Content Performance Marketing
BrightEdge helps content marketers plan, optimize, and measure campaigns based on content performance. Its S3 platform is capable measuring digital content engagement across all channels, including search, social, and mobile.
Curata
Curata’a content marketing platform tracks leads and opportunities generated and influenced for any type of content. It allows marketing managers to drill down on specific content to understand why it worked or didn’t, and can even help you decide the best contributor for a job. A customizable editorial calendar incorporated data-driven insights into the production process.
Google Analytics
While not specifically designed for content marketing, Google Analytics has been helping companies and publishers understand their web traffic for over a decade. It allows marketers to track traffic and understand where their readers came from, measure goals, and more. Bonus: it’s free.
Clicky
Clicky is for the content marketer who craves instant gratification, Another free analytics platform, Clicky offers all of its insights in real time.
The bottom line: data matters. The more information you can get about your users and how your content performs, the better able you’ll be to create content that delivers and elevates your brand.
