Part of your social media strategy is a comprehensive content strategy — a plan to create, publish and control usable content on social media. It is your plan for providing your audience with consistent, valuable, and educational information in the form of blogs, graphics, videos, podcasts, infographics, social media posts, and more.
If you already have a content strategy, great! This blog can help you improve on it and show you how effective content analysis can help you make your strategy more effective. If you don’t have a content strategy already in place, check out this blog first to get started.
What is content intelligence?
According to the American Marketing Association, “content intelligence represents the systems and software that transform content data and business data into actionable insights for content strategy and tactics with impact.”
Using content intelligence, businesses can make smart and deliberate decisions about what content to produce, where to distribute it, and how to improve on it.
What to Post
Take a look at historical data regarding the content you have already published. What resonated the most or the least with your audience? You can use native platform analytics or a third-party tool to analyze the performance of your posts.
Where to Post
Content intelligence can help you discover where your posts will have the most impact so that you are not wasting time on a platform that isn’t producing results. Your audience analytics can help you not only post on the right platform but also at the right time to get in front of the most people.
How to Improve
Insights provided by content intelligence can help you know why content fails or succeeds. For content that fails or underperforms, you now have the opportunity to improve and try again. Data gathered from content intelligence can also help you identify areas for growth and easy wins to produce results.
How do you use content intelligence?
- Perform content audits periodically to gain timely insights into the performance of your content and to make sure your content meets your strategic goals.
- Check analytics like channel performance and conversion rate per content, in addition to traffic and engagement rates.
- Observe your competitors to benchmark areas of improvement and get new ideas for content marketing.
- Use the right data management tools. Since content intelligence is dependent on accurate data, finding the right tools to use is important. There are many content intelligence monitoring tools available, so take your time to figure out what works best for you. While native platform analytics can help, that can only take you so far in your data-finding quest.
Whether you are just starting out and need a social media strategy and content strategy, or would like to learn more about how to use analytics to plan your content, contact us!