Thinking about creating a content marketing strategy? Already begun your content marketing plan and want to improve your results?
It’s safe to say that all companies that have a presence on social networks and/or are publishing content on their blog will encounter the same recurring road bumps…and usually have the same nagging question: “what do I write about?”.
We all know how hard it is to sit in front of the keyboard and create a new post from scratch. When creating articles for our company blog we have one clear goal: to create value . Ideally our articles will have the information and insight necessary to compel our audience to read and share on their own social network, in turn giving Kompyte the value opportunity to reach a wider audience and it reach a wider audience. Here’s a few things we have learned along the way:
Measuring your Impact
As mentioned, the main objective of our content is to gain the most interest and interaction from our target audience. This impact can be reflected in the number of interactions it has generated (ie: shares, likes, comments, etc). We view this “impact measurement” as the main metric in determining our content’s success.
What Themes Have Worked Well in the Past?
Over a long period of time, we will have undoubtedly covered a wide range of various topics. By analyzing the number of interactions within each of our past posts, we can learn which topics generate the most interest in our community. Additionally, through Google Analytics we can discover which of these topics have generated a higher conversion rate to our website. For example, if we see that articles related to the benefits of our product generate better metrics than those related to an event, we should focus our publishing schedule on benefits.
Another posing question: which social channels have worked best for us in the past? This is where we want to put our focus. Facebook, Twitter, Pinterest, and LinkedIn are all social networks to use, however each appeals to a different audience with different expectations. If we know that certain content shared on Facebook performs much better than the same topic shared on Twitter, we should take note of this and share similar topics in the places it had performed well previously.
But why stop here? Our publications can likely reach even more segments we may not be familiar with yet. This is where we can learn a lot from our competitors, which brings us to our next section:
The Advantages of Analyzing Our Competitors’ Content Marketing Strategy and Performance
Taking the same analytical approach above to our competitors’s content marketing efforts, we can discover what themes work well for others, and try them ourselves.
By combining the results of our previous articles with those of our competitor’s content, we can maximize our learning and improve upon the overall impact of our own content marketing efforts. So, next time you’re faced with that same question “what should I write?”, take a look at your competitor’s themes that have sparked a high interaction rate and pair it with conclusions taken from your own content – from here you should have a good idea of which types of content to publish next.
The Easiest Way!
Do you want to know the easiest way to do it? Kompyte’s content monitoring features allow you to easily track and analyize your own content’s performance and that of your competitors’ content marketing strategy. Simply add the competitors’ webpages and social media profiles you want to monitor, see which topics are creating the most value to your target audience, and voila! You’ve just hacked content marketing!