Taking a Data-driven Approach to Your Content Planning Process

This week we were joined by Allen Gannett, CEO of TrackMaven, who shared his perspectives on how to use data insights in your content marketing planning process.

Q1: Why is it important to take a data-driven approach to your content planning?

A1: To understand user intent better and what content has performed well, or poorly. #contentchat

— Sean Van Guilder (@seanvanguilder) November 28, 2016

A1. With data-driven strategies, you’re better equipped to show internal stakeholders #ROI #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

A1. Data allows you to understand what is working and what isn’t so you can make adjustments #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

A1 Being data-driven allows you to stop throwing spaghetti against the wall and instead learn what your audience actually wants #ContentChat pic.twitter.com/gqzaqVCUG4

— Allen Gannett (@Allen) November 28, 2016

A1: A data-driven approach makes messaging personalized for consumers. #ContentChat @SFerika

— Eric Sachs (@EricSachs_SEO) November 28, 2016

A1: Without data, you waste a huge amount of time and effort creating content that doesn’t produce results #contentchat

— Hal Werner (@halwerner) November 28, 2016

A1 …otherwise you’re probably wasting your time. #contentchat https://t.co/7fEERD8aY9

— Joshua Aaron (@JAaronOC) November 28, 2016

A1. Without a data-driven approach, how would you measure success? #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

a1 Because NUMBERS / STATS don’t lie. Important to keep your eye on G-Analytics to see what’s working & what’s not. #contentchat https://t.co/hd2H4TDKrG

— Debi Norton (@BRAVOMedia1) November 28, 2016

A1: data can tell you what works, what does, and can help you find patterns and optimize your efforts for a better ROI #ContentChat

— Jonathan Joyner (@JonathanJoyner) November 28, 2016

A1 How will you know your content marketing program is working if you don’t have the data to back it up? #contentchat

— Martin Lieberman (@martinlieberman) November 28, 2016

A1: Taking a data-driven approach also gives you the ability to see where you have flexibility to experiment with your content. #ContentChat

— Berrak Sarikaya (@BerrakBiz) November 28, 2016

A1) A Data-driven approach will help determine the type of audience you are trying to reach. #contentchat #ccmkt350

— Courtney Fuller (@fullernh18) November 28, 2016

A1: Data helps you reach your target accuratly. Not only will it make content more affective it can help your budget. #contentchat

— Evan Goodbred (@EvanJGoodbred) November 28, 2016

A1. To measure #ROI of your content. Don’t be blind driver. Evaluate your actions. #contentchat pic.twitter.com/9Cgowc5sV1

— G.Mezetis 📡🚀 (@GMezetis) November 28, 2016

A1: It makes it so much easier to target your audience and the kinds of questions they have/content they need. @SFerika #contentchat

— Rebecca Bretana (@rbretana) November 28, 2016

A1: taking a data-driven approach to content empowers you to be proactive via research while reacting to user activity & trends #contentchat

— Phil Barnes (@Barnes_Phil) November 28, 2016

A1 Data is the map that lets you know if your #contentmarketing is on course. #contentchat

— Bill Skowronski (@BillSkowronski) November 28, 2016

A1. Metrics help you better allocate your spending in the right areas #ContentChat @SFerika @SpinSucks pic.twitter.com/nHZoU1gZSl

— Shred Nations (@shred_nations) November 28, 2016

A1: Also to put and end to endless subjective arguments about which content you should create #contentchat

— Hal Werner (@halwerner) November 28, 2016

A1: You can choose indicators to help measure value of engagement, and evaluate ROI! #contentchat https://t.co/VisNmH1rhe

— HeyOrca! (@HeyOrca) November 28, 2016

A1: Without data you have no direction. You have to determine if what you are producing is resonating with the right people. #contentchat

— HannaLizKnowles (@HannaLizKnowles) November 28, 2016

A1: Content marketers never have enough time or budget to do it all. Data is critical for focusing your efforts on what works. #ContentChat

— Erika Heald (@SFerika) November 28, 2016

#contentchat A1) Data is truth, and keeps you grounded, even when your supporters are too easy on you. Tough love teaches the way.

— Mark Burdon ツ (@mark_burdon) November 28, 2016

A1: You must analyze your current strategy for content before you can revise. Data-driven info will inform if it’s working! #ContentChat

— Kathleen Burns (@katbu) November 28, 2016

A1: As I was reminded this AM looking at our #blog stats- people aren’t necessarily looking for what we think they want. #Facts #contentchat

— Tim Mohler (@TimothyMohler) November 28, 2016

@HannaLizKnowles, you’re right – data really helps tailor your content for your target audience. #ContentChat https://t.co/VrUfaOPUDB

— Mary M. Murphy (@MCubedNews) November 28, 2016

@mark_burdon It’s true! People will tell you what they like, but it doesn’t really give you insight into what they really USE. #contentchat

— Maureen Jann (@MaureenOnPoint) November 28, 2016

A1 Data is like following your GPS, as opposed to setting your cruise control and taking a nap in the driver’s seat. #contentchat

— Bill Skowronski (@BillSkowronski) November 28, 2016

A1 Easier to make decisions, especially in larger organizations.Their tangibility makes it easier to reach concensus #contentchat

— Phil Siarri (@philsiarri) November 28, 2016

A1. Data is the second part of the conversation between you and your users. It’s your chance to listen to your audience. ~Ash #contentchat

— Ceros (@Cerosdotcom) November 28, 2016

A1: We’ve all heard the expression “Work smarter, not harder!” Using data makes your job easier; reach more people! @SFerika #ContentChat

— 🎙JMatt (@JMattMke) November 28, 2016

Q2: What data should marketers be collecting and be looking at to inform their 2017 content planning?

A2a Historical content performance data is key though, tag your content with your key topics then look at performance… #ContentChat

— Allen Gannett (@Allen) November 28, 2016

A2. It depends on your KPIs and what you want to achieve in 2017 #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

A2b …do more of what worked in 2016, and LESS of what didn’t work in 2017. It’s all about LESS IS MORE #ContentChat

— Allen Gannett (@Allen) November 28, 2016

A2: There is SO much data. It’s important to identify the things relevant to your goals and review that historical data. #ContentChat https://t.co/xRESq6dwHl

— Berrak Sarikaya (@BerrakBiz) November 28, 2016

A2 ROI! Whatever that means to your particular business. Reach, sales, email opt-ins, w/e. #contentchat https://t.co/XjWws3AyM9

— Joshua Aaron (@JAaronOC) November 28, 2016

A2: they should be looking at what content generates the most engagement from their audience and when they’re most responsive #ContentChat

— Jonathan Joyner (@JonathanJoyner) November 28, 2016

A2 More than ever: engagement metrics. Digital environments / the web = no longer static #contentchat

— Phil Siarri (@philsiarri) November 28, 2016

A2: Multi-touch attribution data for your past year’s content that influenced sales conversions = key for 2017 planning. #ContentChat

— Erika Heald (@SFerika) November 28, 2016

A2: I think data that shows what content your audience normally clicks on would be helpful for 2017 content planning. #ContentChat

— Mary M. Murphy (@MCubedNews) November 28, 2016

A2. As businesses continue to fall more heavily on revenue, cost vs ROI should be heavily looked at #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

Q2: marketers should be keeping track of page visits, click through rate, email marketing success rate, and post reach #contentchat

— Cuyler Cunningham (@Highoncuy) November 28, 2016

A2 Don’t limit data to ROI and hard numbers. Collect feedback, insights and FAQs also. Data = information. Information is power #contentchat

— Bill Skowronski (@BillSkowronski) November 28, 2016

a2 Length of Engagement, Bounce Rates, Conversion Tracking, just to name a few. #contentchat https://t.co/oxn3ZglRzz

— Debi Norton (@BRAVOMedia1) November 28, 2016

A2. 2017 will rely heavily on metrics proving a direct line to sales increase #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

A2 Figure out what’s working and dial it up for 2017! #contentchat pic.twitter.com/mkxE6c8mJX

— Preston Miller (@prestondmiller) November 28, 2016

A2: I think the type of data really boils down to the goal of the content – engagement? Product knowledge? Lead generation? #contentchat https://t.co/G48hpCGi2D

— HeyOrca! (@HeyOrca) November 28, 2016

So many metrics, where to start!? #ContentChat

— Shred Nations (@shred_nations) November 28, 2016

For our organization, content that attracts membership and community participation is key! #contentchat

— GoGirlsMusic (@GoGirlsMusic) November 28, 2016

For our organization, content that attracts membership and community participation is key! #contentchat

— GoGirlsMusic (@GoGirlsMusic) November 28, 2016

A2b: Then- what are your users searching for, what ?’s are sales & customer service getting? What search terms led to you? #contentchat

— Tim Mohler (@TimothyMohler) November 28, 2016

A2. For 2017 you should focus more on data collection quality and than on amount of it. Map of Paris will not help in London #contentchat pic.twitter.com/8MyTdTEAzW

— G.Mezetis 📡🚀 (@GMezetis) November 28, 2016

Totally. Not a one size fits-all situation. Otherwise machines would be doing our jobs… #contentchat https://t.co/KQVKlCJbWA

— Joshua Aaron (@JAaronOC) November 28, 2016

A2: What we need is to define our goals, and then decide how to measure the effectivness. #contentchat

— Jeremy Jones (@jerejone) November 28, 2016

A2: Only vanity metrics…joke! Data must be tied to goals. Did your content help reach those through downloads, email sub. etc #contentchat

— HannaLizKnowles (@HannaLizKnowles) November 28, 2016

@halwerner @SFerika I think multi-touch will soon become essential. Otherwise you are still partially blind.

— Allen Gannett (@Allen) November 28, 2016

A2 Ask what the data tells you. THEN, ask what that tells you. Keep peeling back the layers. #contentchat

— Bill Skowronski (@BillSkowronski) November 28, 2016

@Allen @halwerner Agreed. First and last touch are important but don’t tell the whole story. #ContentChat

— Erika Heald (@SFerika) November 28, 2016

A2c: Finally- Look outward: What’s new? What are the latest industry trends & will be on your customer’s radar? Keyword trends? #contentchat

— Tim Mohler (@TimothyMohler) November 28, 2016

A2: Engagement from the audience, sales conversions, and bounce rates are some of my top picks for metrics! #ContentChat

— Kathleen Burns (@katbu) November 28, 2016

@SFerika @halwerner who would read only the first and last page of a book?

— Allen Gannett (@Allen) November 28, 2016

A2) The different in sales in store vs. online. The way shopping is being done is changing to be through websites. #contentchat #ccmkt350

— Courtney Fuller (@fullernh18) November 28, 2016

A2: I like to look at low CTR for terms that should’ve driven more traffic to the site, either organic or social. #contentchat

— Sean Van Guilder (@seanvanguilder) November 28, 2016

A2b: Then look at how the content can be improved #contentchat

— Sean Van Guilder (@seanvanguilder) November 28, 2016

A2: Less oft considered – Match content to SERP type i.e. informational, transactional, navigational, & if triggers map pack. #contentchat

— Kevin Mullett (@kmullett) November 28, 2016

@shred_nations unfortunately many only focus on positive results while neglecting areas for improvement @SFerika @SpinSucks #contentchat

— Phil Barnes (@Barnes_Phil) November 28, 2016

A2. Views and other “soft metrics” are no longer. Marketers want to see a direct impact on the bottom line in 2017 #ContentChat @SFerika

— Shred Nations (@shred_nations) November 28, 2016

A2: I like looking at the competition and seeing what is getting engagement for them; then make sure I’m staying competitive. #ContentChat

— 🎙JMatt (@JMattMke) November 28, 2016

Q3: How do you move from reviewing data into applying insights from that data to your planning?

A3 It’s about moving from using data to PROVE your results, to using it to IMPROVE your results. Also here are two cute corgis #ContentChat pic.twitter.com/5fxHJxJ6uk

— Allen Gannett (@Allen) November 28, 2016

A3. Start by outlining which metrics align to which audience behaviors you want to impact #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

A3 Internally decide which metrics align to which areas of the purchase funnel to help direct your insights #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

@SFerika A3: It’s a guide – a loose guide. Make note of what works and what doesn’t and apply to content ideas (and prioritize) #contentchat

— Rebecca Bretana (@rbretana) November 28, 2016

A3: You use the past data as a starting point to construct your new campaign with insight, allowing for a more focused strategy #contentchat

— Cuyler Cunningham (@Highoncuy) November 28, 2016

A3 You need to see which posts did the best based on the numbers and then see if you can determine what about them resonated #contentchat

— Jonathan Joyner (@JonathanJoyner) November 28, 2016

A3: Gather what your target audience has enjoyed most (based on data) and integrate those things into your future content. #ContentChat https://t.co/3m9zTCfUlY

— Mary M. Murphy (@MCubedNews) November 28, 2016

A3: First things first: Decide which metrics are still relevant to your 2017 goals. #ContentChat https://t.co/DMsliqRWLQ

— Berrak Sarikaya (@BerrakBiz) November 28, 2016

A3: @SFerika, testing is key. Take some of the analytics (such as time: consistently post at specific times and adjust). #ContentChat

— 🎙JMatt (@JMattMke) November 28, 2016

a3 Once you have insight into what’s working / what’s not – then you have the opportunity to adjust, re-evaluate & change it #contentchat https://t.co/9tDozqhORY

— Debi Norton (@BRAVOMedia1) November 28, 2016

A3: #trueconfessions this took me a long time. Find the top 10 blogs+expanding, finding top videos watched+experimenting etc #contentchat

— Maureen Jann (@MaureenOnPoint) November 28, 2016

A3: #trueconfessions this took me a long time. Find the top 10 blogs+expanding, finding top videos watched+experimenting etc #contentchat

— Maureen Jann (@MaureenOnPoint) November 28, 2016

A3. Control what you test. Only test 1 variable at a time so you can understand what performs best and why #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

A3b: Use Google Analytics funnel function to see where people come in to your high converting pages and use as a guide #contentchat

— Maureen Jann (@MaureenOnPoint) November 28, 2016

A3. Preferably in as much as possible automated way. Check:
✅#ChatBots
✅#Watson
✅#AI marketing advisers
✅#AI automated surveys#contentchat pic.twitter.com/hQ8EqArQ6h

— G.Mezetis 📡🚀 (@GMezetis) November 28, 2016

A3: Reviewing the data isn’t enough. What did you learn? Is the data aligned with what you expected to see? #ContentChat

— Berrak Sarikaya (@BerrakBiz) November 28, 2016

A3) Funnel the data that can be used to make an impact towards your audience . #contentchat #ccmkt350

— Courtney Fuller (@fullernh18) November 28, 2016

A3) Funnel the data that can be used to make an impact towards your audience . #contentchat #ccmkt350

— Courtney Fuller (@fullernh18) November 28, 2016

A3 Be sure you’re not constantly pivoting to chase the latest data. Your organizational outcomes (mission) are your lighthouse. #contentchat

— Bill Skowronski (@BillSkowronski) November 28, 2016

A3. A/B Testing is a great example of applying insight from data. Which ad performed better? Use that one! #ContentChat pic.twitter.com/suCHc4iuGV

— D2 Media Solutions (@D2MediaSLN) November 28, 2016

A3: Test! Conduct content experiments, prioritize what you can do in short sprints (go agile!), and revise/review strategy #ContentChat

— Kathleen Burns (@katbu) November 28, 2016

A3: segment your data & activities into manageable portions. Define lead goals and work on the affecting content piece by piece #contentchat

— Phil Barnes (@Barnes_Phil) November 28, 2016

A3b: Data gives you a way to prioritize limited time & resources when determining which #content will drive #results. #contentchat

— Tim Mohler (@TimothyMohler) November 28, 2016

A3b: Once you’ve interpreted the data then you update your KPIs and approach for 2017. #ContentChat

— Berrak Sarikaya (@BerrakBiz) November 28, 2016

A3. Benchmark along the way to know how an increase or decrease in numbers affects your goals #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

A3: I’d also say, if you study the numbers and you’re spending a lot of time on content that isn’t engaging, fix it or drop it! #ContentChat

— 🎙JMatt (@JMattMke) November 28, 2016

@joshmccormack @halwerner @SFerika And not every data pt is valuable. Shares & replies often tell more than clicks & likes do. #contentchat

— Martin Lieberman (@martinlieberman) November 28, 2016

Q4: What are some examples of content objectives derived from relevant data insights?

A4 Increase share of voice within a particular topic, Increase Social Engagement of your Content, Drive more rev from content #ContentChat

— Allen Gannett (@Allen) November 28, 2016

A4. Using keyword search performance to guide your blog, email and social content development #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

a4 Conversions, Engagements, Shares, Likes, New Customers! #contentchat https://t.co/0XADuiQsw4

— Debi Norton (@BRAVOMedia1) November 28, 2016

A4 SEO!! For content I can’t think of a higher priority metric since search is still king, and probably always will be. #contentchat https://t.co/cFZwzR2Gxk

— Joshua Aaron (@JAaronOC) November 28, 2016

A4: For our blog, after we looked at the engagement/consumption, we learned we didn’t have enough CTAs on our blog articles. #contentchat

— Maureen Jann (@MaureenOnPoint) November 28, 2016

A4. Test your CTA messaging with controlled variables to see which one is best for each content segment online #ContentChat @SFerika

— Shred Nations (@shred_nations) November 28, 2016

@shred_nations @SFerika @SpinSucks Amazing the insights you get from keyword data. Since SEO has fallen out of favor, people forget this.

— Allen Gannett (@Allen) November 28, 2016

@MaureenOnPoint Lack of CTAs on blog articles is more common problem than you’d think. Guilty of it myself. #contentchat

— Derek Pillie (@dpillie) November 28, 2016

A4. New insights:
✅Survey shows: current user have attention span of goldfish (8s)
✅Content Objective: make it shorter. #contentchat pic.twitter.com/eJiFkvHPS9

— G.Mezetis 📡🚀 (@GMezetis) November 28, 2016

A4: from a manufacturing mindset product content updates are highly influenced by sales trends & direct user feedback #contentchat

— Phil Barnes (@Barnes_Phil) November 28, 2016

A4b: We also learned that the most popular blog articles were How-tos, product reviews, and answering specific questions. #contentchat

— Maureen Jann (@MaureenOnPoint) November 28, 2016

A4c: Also turns out that videos gave us high engagement, giving us a top 10 landing page for our micro lessons! #moredatpleeze #contentchat

— Maureen Jann (@MaureenOnPoint) November 28, 2016

A4: Tool tips, highly specific content showing how to accomplish a given objective. It’s key to answer specific user questions. #contentchat https://t.co/IkCSyiTFbu

— Tim Mohler (@TimothyMohler) November 28, 2016

A4: it showed me investing in online relationships w/ customers grew engagement much faster than my content, no matter how good #contentchat

— Stephanie Parks (@S_WatersParks) November 28, 2016

A4 We discovered a difference between the audience we were chasing and the audience that is chasing us. #contentchat

— Bill Skowronski (@BillSkowronski) November 28, 2016

A4: CTA testing for sales/click conversion, Headers (blog and email) for increasing engagement are some examples #contentchat

— Kathleen Burns (@katbu) November 28, 2016

A4b: Questions in blog comments can showcase holes- what people really want to know. #contentchat

— Tim Mohler (@TimothyMohler) November 28, 2016

A4: Simple example, GA reports the average time on page is 20 seconds, yet it takes you 3 minutes to read the post. #contentchat pic.twitter.com/LaJ1lS7XyM

— Kevin Mullett (@kmullett) November 28, 2016

@ZoeMayers41 @SFerika Sometimes we learn from data that we weren’t targeting the right people. #contentchat

— Josh McCormack (@joshmccormack) November 28, 2016

I’d look for differences in distribution, timing, visuals, and CTA to see if those variables could have made an impact. #ContentChat https://t.co/vsTD49yCjv

— Erika Heald (@SFerika) November 28, 2016

A4. Try using A/B testing on your blog templates to see which layouts perform the best #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

A4: It depends on the product or service. But usually increase in X% engagement, X% click-through, or X% SOV @SFerika #contentchat

— Elizabeth Yao (@YaoElizabeth) November 28, 2016

A4: By analyzing the analytics of web traffic, we were able to replicate a popular page for a target audience specific for ads #ContentChat

— 🎙JMatt (@JMattMke) November 28, 2016

A4 Analyzing your Twitter follower data could offer a reality check. Do they value your insight or are you a potential sale? #contentchat

— Bill Skowronski (@BillSkowronski) November 28, 2016

A4 From content performance analtyics, you can see how landing pages & e-mail campaigns are performing for specific audiences. #contentchat

— Mark Burdon ツ (@mark_burdon) November 28, 2016

Q5: What are the primary roadblocks content marketers face when attempting to move to a data-driven content planning process?

A5 Fear of accountability. I think we are scared to run to the truth. We’d rather be ignorant. Just my .02 as a former CMO. #ContentChat

— Allen Gannett (@Allen) November 28, 2016

A5: I know for me, the blocker was skill. I framed myself as an arty type and learning to “read” data was difficult. #contentchat

— Maureen Jann (@MaureenOnPoint) November 28, 2016

A5 My experience has been that marketers are afraid of data. They see numbers & think it’s going to be Pre-Calc all over again. #contentchat

— Derek Pillie (@dpillie) November 28, 2016

A5: Measuring the wrong data. #contentchat

— Jeremy Jones (@jerejone) November 28, 2016

A5. At first, it will feel like a hot mess trying to figure out where you are vs where you want to be with your metrics #ContentChat

— Shred Nations (@shred_nations) November 28, 2016

A5 Organizing the data in an effective and simple way #contentchat

— GoGirlsMusic (@GoGirlsMusic) November 28, 2016

A5b: But with all skills, practice makes perfect. Data will make yur biz better and your writing better if u kno what works! #contentchat

— Maureen Jann (@MaureenOnPoint) November 28, 2016

A5 Writing for SEO without losing the quality of the writing. It’s a mix of math and art, not just math. #contentchat https://t.co/ugTlJOwYWi

— Joshua Aaron (@JAaronOC) November 28, 2016

A5: We also don’t always have the right resources to measure the right data, especially when working with smaller clients. #ContentChat

— Berrak Sarikaya (@BerrakBiz) November 28, 2016

A5 I think we hit resistance of “we’ve always done it this way, so why should we change” mentality until they see the results #ContentChat

— Jonathan Joyner (@JonathanJoyner) November 28, 2016

A5 From experience= buy in. Especially from editorial driven people (and sometimes sales), but can be other functions too #contentchat

— Phil Siarri (@philsiarri) November 28, 2016

A5: Often hard to convince the exec team to let go of some legacy, poorly performing content vehicles. Can be a scary fight. #ContentChat

— Erika Heald (@SFerika) November 28, 2016

@SFerika @Allen A5: This is where too much data can be a problem. Not knowing what to do/how to use the data you have. #contentchat

— Rebecca Bretana (@rbretana) November 28, 2016

A5. It can be hard for people who are stuck in their ways to make a transition from their gut feelings to dry #data. #contentchat pic.twitter.com/2XjDTvgsgA

— D2 Media Solutions (@D2MediaSLN) November 28, 2016

a5 SMB’s=Budgets, Lg Biz=Mngmt Buy In. #contentchat https://t.co/3ywPfViHRH

— Debi Norton (@BRAVOMedia1) November 28, 2016

A5: many try to work with to much data. Find a focus and start small, expand your efforts as you become more experienced #contentchat

— Phil Barnes (@Barnes_Phil) November 28, 2016

Q5: #contentchat We’ve seen roadblocks around gaps in data. Sometimes it still comes down to a gut decision!

— ion interactive (@ioninteractive) November 28, 2016

A5: Another I’ve encountered is the data not being a priority when first creating the content… #ContentChat

— Berrak Sarikaya (@BerrakBiz) November 28, 2016

Depending on how many people need access to the data and are creating content, it needs to be accessible and easy to interpret #contentchat

— GoGirlsMusic (@GoGirlsMusic) November 28, 2016

Depending on how many people need access to the data and are creating content, it needs to be accessible and easy to interpret #contentchat

— GoGirlsMusic (@GoGirlsMusic) November 28, 2016

Depending on how many people need access to the data and are creating content, it needs to be accessible and easy to interpret #contentchat

— GoGirlsMusic (@GoGirlsMusic) November 28, 2016

“But people tell us how much they LOVE our newsletter!” when 10% read it https://t.co/WM3Fuaw0NO #contentchat

— Derek Pillie (@dpillie) November 28, 2016

…which is a problem if you’re a new team member & you’re tasked with analyzing data and improving content. #ContentChat

— Berrak Sarikaya (@BerrakBiz) November 28, 2016

A5: That in examining data we forget the people. They crave real engagement and a dialogue, not a branded one man show. #ContentChat https://t.co/QbYdb8r89X

— Elizabeth Yao (@YaoElizabeth) November 28, 2016

A5 If you move from not measuring to analysis paralysis, you can slow your content production & lose lots of zzz’s #ContentChat

— Mark Burdon ツ (@mark_burdon) November 28, 2016

A5: Making sense of unstructured data. Collecting ALL data for a full view of the customer. #ContentChat @SFerika

— Eric Sachs (@EricSachs_SEO) November 28, 2016

A5: You have to be willing to make changes. Try new things and let go of what is no longer working. #ContentChat

— Express Writers (@ExpWriters) November 28, 2016

A5. You might have to start small and grow in your metrics planning. Take your time! #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

A5) I would say it could be sometimes you don’t have enough data to start a content planning process. #contentchat

— Courtney Fuller (@fullernh18) November 28, 2016

Especially true for consultants + agencies who often don’t have access to the client’s data, yet on the hoof for results. #ContentChat https://t.co/QrcmkSTPNy

— Erika Heald (@SFerika) November 28, 2016

@SFerika How the heck can you do your job as a consultant or an agency if you don’t have access to the data!?!?! #contentchat

— Derek Pillie (@dpillie) November 28, 2016

Please, don’t forget the human factor. Data analytics cannot replace direct feedback from your audience. Try talking to people #contentchat

— Phil Barnes (@Barnes_Phil) November 28, 2016

A5. You have to learn to take the emotion out of it and go with the data – that is not an easy task #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

A5: The time it takes to get the data & test. Also, sometimes the data makes us look bad! (so- ego.) #contentchat

— Tim Mohler (@TimothyMohler) November 28, 2016

@dpillie That 10% is probably going to read your newsletter regardless of its content. People lose sight of the bigger goal. #contentchat

— Evan Goodbred (@EvanJGoodbred) November 28, 2016

A5: When there isn’t a demand from mgmt to report on content performance. #contentchat

— HannaLizKnowles (@HannaLizKnowles) November 28, 2016

A5: Another huge roadblock is going to the extreme of being too focused on the numbers & forgetting the human factor. #ContentChat

— Berrak Sarikaya (@BerrakBiz) November 28, 2016

A5 Tying success to data means a lot may be exposed as ineffective–people and projects. Change is a chopping block. #contentchat

— Bill Skowronski (@BillSkowronski) November 28, 2016

A5b: Also, building a data collection & testing framework, avoiding cherry picking. #contentchat

— Tim Mohler (@TimothyMohler) November 28, 2016

@SFerika That’s just a non-starter for me! If you’re not willing to let me in under the hood then I’m not servicing on your car #contentchat

— Derek Pillie (@dpillie) November 28, 2016

@SFerika That’s just a non-starter for me! If you’re not willing to let me in under the hood then I’m not servicing on your car #contentchat

— Derek Pillie (@dpillie) November 28, 2016

@SFerika That’s just a non-starter for me! If you’re not willing to let me in under the hood then I’m not servicing on your car #contentchat

— Derek Pillie (@dpillie) November 28, 2016

A5. Understanding which metrics show what to your company internally is a hard first step #ContentChat @SFerika @SpinSucks

— Shred Nations (@shred_nations) November 28, 2016

Q5. Skill set rarity. To find marketing specialist with IT/data science background and business processes knowledge is hard #contentchat pic.twitter.com/bxS8ax39Hd

— G.Mezetis 📡🚀 (@GMezetis) November 28, 2016

A6. Google Analytics my friends. Google Analytics. #ContentChat @SFerika @SpinSucks pic.twitter.com/GqMttrmbw6

— Shred Nations (@shred_nations) November 28, 2016

A5. Understanding and processing individual campaign to build a long term content strategy is way, way hard. #ContentChat

— Ayesha Ambreen (@AyeshaAmbreen) November 28, 2016

Q6: What are some tools and resources for content marketers looking to take a data-driven approach to their content planning?

Q5. Skill set rarity. To find marketing specialist with IT/data science background and business processes knowledge is hard #contentchat pic.twitter.com/bxS8ax39Hd

— G.Mezetis 📡🚀 (@GMezetis) November 28, 2016

A6b For tools, I’m biased but I love @TrackMaven, Google Analytics, @SproutSocial, @percolate, @Newscred, and @contently #ContentChat

— Allen Gannett (@Allen) November 28, 2016

A6b For tools, I’m biased but I love @TrackMaven, Google Analytics, @SproutSocial, @percolate, @Newscred, and @contently #ContentChat

— Allen Gannett (@Allen) November 28, 2016

A6b For tools, I’m biased but I love @TrackMaven, Google Analytics, @SproutSocial, @percolate, @Newscred, and @contently #ContentChat

— Allen Gannett (@Allen) November 28, 2016

A6. Google Analytics my friends. Google Analytics. #ContentChat @SFerika @SpinSucks pic.twitter.com/GqMttrmbw6

— Shred Nations (@shred_nations) November 28, 2016

A6. Google Analytics my friends. Google Analytics. #ContentChat @SFerika @SpinSucks pic.twitter.com/GqMttrmbw6

— Shred Nations (@shred_nations) November 28, 2016

A6. @Moz is a GREAT tool! #ContentChat

— Shred Nations (@shred_nations) November 28, 2016

A6: Google Analytics is my #1 go to. It’s affordable, efficient and a wealth of knowledge. Now for more training! #contentchat

— Maureen Jann (@MaureenOnPoint) November 28, 2016

A6: I find the native analytics on social platforms like Facebook, Twitter and Instagram to be great places to start, @SFerika! #ContentChat

— 🎙JMatt (@JMattMke) November 28, 2016

A5. Understanding and processing individual campaign to build a long term content strategy is way, way hard. #ContentChat

— Ayesha Ambreen (@AyeshaAmbreen) November 28, 2016

A6. We rely heavily on @HubSpot, GA/Google Tag Manager, and Ceros for data here. ~Ashley #contentchat

— Ceros (@Cerosdotcom) November 28, 2016

A6: remember to add in conversion tracking to measure your KPIs. A conversion can be any site activity you want. #contentchat https://t.co/hLbEjiFZax

— Phil Barnes (@Barnes_Phil) November 28, 2016

A6b. @secondstreet also pulls really fantastic #data from contests and quizzes. It’s easily digestible as well! #contentchat pic.twitter.com/63hmW1zXJU

— D2 Media Solutions (@D2MediaSLN) November 28, 2016

A6 Business Intelligence software = often not considered by marketers. I personally like @MSPowerBI from Microsoft #contentchat

— Phil Siarri (@philsiarri) November 28, 2016