Smarter content marketing: Brands get serious about analytics in 2013

Published on
by Brafton Editorial
Worldwide businesses say they will invest more resources in data-related internet marketing initiatives moving forward.

Data analysis has become an essential component of content marketing. Businesses with complex strategies that include editorial calendars and numerous media distribution channels must understand which messages and avenues deliver the greatest ROI. A recent study by Infogroup Targeting Solutions and Yesmail Interactive evaluated how worldwide corporations plan to invest in data analytics in 2013. The report found that 68 percent of businesses will increase spending on data-related initiatives this year, and 3 percent will decrease investments in the practice.

When marketers glean insights from their promotional efforts, they can tailor future programs to maximize returns, and whittle away tactics that prove ineffective. Business owners implementing internet marketing campaigns may focus on the media and the delivery channels, but the back-end technology is just as important for long-term success. The report noted that as of October 2012, approximately half of survey respondents credited website analytics with being the most useful resource for customer data, followed by email clicks and opens (19 percent) and social media (12 percent).

A separate but comparable study from Pitney Bowes evaluated the types of data that present new opportunities for marketers. Overall, the report found social media content analytics provide marketers the greatest insights. Twenty-five percent of respondents expect their businesses to put social media data to work in the coming years, and 19 percent will leverage social insights within the next 12 months.

Whether producing SEO content or media for popular social channels, analyzing engagement can help marketers adapt their campaigns to maximize reach. These insights will also teach brands about their clientele. Content analytics may not be as discussed as well-written copy in the current content marketing conversation, but content writers and marketers must focus their attention of data to make the most of their investments long term.

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