6 Best Content Marketing Analytics Tools: Why Your Content Really Matters

06 SEP 2017
10 MIN


In the world driven by search engines, content is no longer just a mean of getting information but a powerful tool for generating traffic and sales. So, it is not surprising that different industries start creating a content marketing strategy to their business for getting more leads or extending already existing audience.

In this article, we will uncover several reasons on why adding the content to your website is really important, as well as give you 6 content analytics tools to track it's efficiency.

Content contributes to web indexing

To keep an eye for the whole web, search engines use programs called web crawlers (sometimes also called web spiders). In fact, they are robots intended for scanning and indexing web pages on the Internet. These robots conduct indexing with the help of algorithmic factors that are set by the search engine company and kept in their robotic minds.

For instance, the web indexing can be done based on the number of incoming links, the frequency of updates, the keywords number and much more.

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The frequency of updates has a great impact on indexing in search engines. Let's say you have updated your blog page by adding there a new article. The search engines indicate that changes and rearrange your website position in their databases. This way, the more often new content appears on your website, the greater likelihood to get the higher ranking.

However, do not be obsessed with the quantity of a content instead of focusing on it's quality. Otherwise, you run the risk to be punished by a search engine for publishing of non-unique content. The content indexing in search engine like Google is accessible for mobile apps as well.

Web indexing on mobile apps

Example of Google indexing in a mobile app

Google loves your content

Being the most popular search engine in the world, it is not surprising that a great part of the worldwide net tries to keep up with the Google's 'preferences'.

It's main preference was already discussed and it is related to frequent updates that are one of the answers to questions like 'how to index website on Google'. The Googlebot constantly scans the web in order to find the new or recently updated pages in order to add them to the index of Google search.

The most optimal time range of making changes or updates is between 2 or 3 times a week. That's actually one of the reasons why companies from different spheres of activity run a business blog writing on their websites.

Benefits of blogging for business

Keywords are the most frequently used words by customers when searching for a particular kind of goods or services. Smart algorithms behind search engines monitor these words regularly so that content creators and advertisers could identify them with the help of different tools for keyword research.

By adding keywords to your content, be it an article or posting, you increase the chances to be detected by your target audience that is looking for information somehow related to your service or product. This way, you get more target audience that is likely to become your customers.

Let's say you own an insurance agency and you hired web developers to run your own website. One of the advantages of having a blog is that you can dedicate each blog post to, let's say, different insurance types. In turn, the usage of appropriate to the topic keywords helps search engines like Google to identify your resource as a spot where users can satisfy certain needs.

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Again, focus on the quality of your content instead of just stuffing it with keywords. Search engines have made a huge step forward. Nowadays, they are capable of distinguishing the content of a good quality from a poor one.

So, make sure that your SEO strategy is not just built upon the keywords but they are totally tailored to the content. I mean, create your content around what will be interesting for your customers and what will cover their questions but not just around keywords. Only this way you will see all the benefits of blogging.

Work of web indexing

The principles of search engines work

Content increases website's authority

What is page authority? This term means gaining trust among search engines. Again, content plays the crucial part in this process.

If you consider the biggest competitors in your niche, you will see that they have hundreds of thousands of pages that were indexed by Google or other search engines. By the way, Google can measure the relevance based on the website's saturation. So, to increase page authority you should add there some vulnerable content.

Moving away from your website's authority in for search engines, there is one more component. That's the trust of your customers. Making interesting and useful articles or posts on your website, you are on your way to gain some loyal customers.

Be it a content marketing strategy for B2B or any other sector the longer you keep your content on a high level and make frequent updates, the more customers will start trusting you. To gain the trust of your target audience you can not only post new articles to your blog but also answer questions on different forums (e.g. Quora), leave a useful comment on other blogs etc.

Best content analytics tools

In order to take all the advantages the content creation is able to bring to your business, you should keep an eye on the metrics it produces. In other words, you should conduct the website content analysis. This way, you can learn the behavior of your target audience.

  1. Google Analytics

This is an absolutely free platform that will help you to conduct the content analysis based on a wide scope of stats including clicks on pages, time users stay there, and so on. For instance, this service is able to track whether users share your content or click on ads.

Goal Funnel is probably, one of the best features implemented in this service. Especially it will come in handy for the sphere of retail since it allows setting up a row of URLs that customers go through before making a purchase or taking other actions. So, using this information you can adjust your content analysis procedure to improve user experience and your stats respectively.

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Another advantage of Google Analytics is that it is able to report you about the keywords which led customers to your website. Not to mention an opportunity to see what browsers they are currently using.

Concerning customization of your content analytics data, you can track the campaigns bringing traffic to your website, create custom reports and much more.

Content analysis program: Google Analytics

Google Analytics data

  1. Bitly

You may know Bitly as a link shortener. However, this service is capable of much more things than it may seem at the first sight. Actually, it allows you not only sharing links but also analyzing their efficiency.

Bitly is able to keep track of the number of clicks that a separate link has generated and show you a timeline, so you could see when users clicked them most frequently. Another Bitly's useful feature allows you to see the distribution of your clicks by countries on a map. This way, you can better optimize and target your content. In other words, it is also good tools for content marketing analytics.

Content analysis programs: Bilty

Bitly's distribution of clicks by countries

  1. Piwik

To take the advantages of Piwik free content analytics software, you should install the official program that has to be hosted on the server of your own. The features of Piwik are pretty similar to others popular platforms. What really distinguishes this service from the others is no limits for data storage and the presence of a mobile app.

One of the most interesting features for content analysis is called 'Row Evolution'. It allows you tracking how metrics change over time. For instance, you can observe in what way the traffic that was driven by a particular keyword has changed, as well as check if your website's pages lose their efficiency over time.

Content analysis programs: Piwik

Piwik analytics service

  1. Open Web Analytics

This service can be used as content analysis tool as well. It has no limits concerning data storage and the number of websites that are accessible for measurement. OWA is capable of measuring unique visitors, page views, referral websites, and user location.

Furthermore, this analytics platform has a so-called heat map feature that is able to show you where exactly your users click on a page. Except for this, OWA platform records mouse movements in order you could see how users navigate through your website's pages.

Content analysis programs: Web Analytics

Open Web Analytics platform

  1. Clicky

Clicky is a free content analysis tool but only in case you use it for one website that gets under 3 thousand views per day. In another case, the prices start at $9.99 monthly.

Clicky's data analysis is similar to that one Google Analytics offers their customers. However, Clicky obtained cleaner interface that makes understanding of the analyzed information much easier.

Besides, Clicky monitors such metrics as user activities like time of visit, duration of visit, user location, taken actions. Also, this service has the heat maps in a real-time mode. They can be built for each visitor separately, while most services build these maps based on data collected from a certain number of users.

Content analysis programs: Clicky

Clicky heat maps

Except for above-mentioned features, Clicky provides it's customers with Twitter integration. So, it is easy to keep track of Twitter activities, including mentions of a website and account or even URL.

  1. SimilarWeb

This analytics solution allows you to legally spy on solutions from your competitors. With the help of SimilarWeb, you can easily get insights concerning traffic, as well as the rankings of a certain website or even mobile app.

Everything you need to do for seeing the rankings of your competitors (e.g. global, by country or category) and traffic (mobile or desktop) is to enter the website's URL. Also, this service is able to show you such content analytics metrics as visit duration, pages per visit, bounce rate and so on.

Content analysis programs: SimilarWeb

SimilarWeb metrics

Another extremely useful feature of this service is that you are able to see the channels from which your competitors get traffic in percentage terms.

As you can see, there are a variety of tools that make the process of monitoring content efficiency much easier.

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