Content analytics helps brands understand how their websites perform over time. Delving into platforms like Google Analytics, marketers can learn what subjects, content types and referral channels assist brands in generating additional website conversions, but sometimes it’s crucial to have deeper metric analysis processes in place. According to research from Econsultancy and Lynchpin, 63 percent of companies have invested more in social media analytics platforms this year, showcasing the proliferation of social media as a marketing solution. Other types of data that brands are turning to vary from competitor information (up 3 percent from 2012) and interaction between online and offline tactics (up 1 percent from last year).
Perhaps most interesting is where social media marketing teams are funneling investments toward data analysis. According to the source, the biggest upticks between 2012 and 2013 go toward social listening solutions (up 4 percent year-over-year), multivariate testing (up 2 percent year-over-year) and onsite feedback tools (up 9 percent year-over-year).
The benefits associated with smarter social media marketing coupled with content creation solutions vary. A Q1 2013 survey from the CMO Council and SAS discovered that 52 percent of marketers credit data evaluation with identifying new business opportunities. Forty-six percent say content and social analytics help them define customer personas and develop marketing collateral that truly resonates with the right prospects.
Social media marketing solutions help companies build new relationships with customers they didn’t know they had on the web. By looking at the constant flow of data coming through networks like Twitter, Facebook, Google+ and LinkedIn, organizations have opportunities to establish consistent tones and personalities that regularly engage audiences throughout the sales funnel.