It’s time for bloggers to pay attention to big data.
A recent study launched by Conductor “182 Marketing Executives Reveal Their 2015 Success Tactics” surveys 182 execs on these core areas in marketing: customer targeting, performance measuring, interaction within the organization, and technology valuation.
Among the valuable findings featured in the white paper, one thing stands out the most that not only marketers should take notice, but also bloggers: 61% of marketing executives believe that big data is much more important now than it was 12 months ago.
Why is this important for bloggers?
As a blogger, your primary role is to provide high-quality content that abides by your goals and objectives and promote them across all your social channels. This way, your post receives traction with your target audience and drive more traffic to your blog.
While there’s nothing wrong with sticking to this responsibility, it is also important to be able to track and measure the performance of your blog content strategy in order to produce optimized posts based on the data from your previous content.
Using the big data you have accumulated using your choice of analytics tool – Google Analytics and Clicky being two of the most popular – you can see what sticks with your audience, which posts receives the most visits and converts the most, and which referral channels drive the most traffic.
Cool…so how should bloggers go about this?
Assuming that you already have the tracking code of your analytics tool into your blog, here are some things that you need to keep in mind when managing and using the big data you will have accumulated:
- Determine and track your goals based on the available data – Revisit the blogging goals you developed in your content strategy and see how close you are in meeting them by referring to your analytics data. For instance, if you have set for yourself a specific and reasonable number of conversions within the quarter, look into the different factors that may affect the performance of your blog in meeting the baseline.
- Amplify what works, improve those that don’t – For content that generated the highest traffic, replicate the content types of each (evergreen content, how-to post, newsjacking, etc.) and the tactics you implemented (link building, social media, etc.) that allowed you to drum up visitors to this page on your blog and them on your upcoming blog posts. For referral traffic, identify which social media sites are giving you the most traffic and amplify your promotions from these. For content and referral sites that aren’t driving you the traffic you want, you may want to revamp your approach for both or abandon your campaigns for the time being.
- Train yourself on becoming more ‘metrics-based’ – Using your analytics tool, you will need to learn how to launch and track the performance of your content and social media campaigns with the help of big data. Therefore, when preparing content on your editorial calendar for the next few months, take cue from the big data you’ve gathered and based your upcoming strategy from there.
Question: What are tips and advice that you do with your blog analytics data to improve its performance?
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