Connect with us


5 Types of Data Insights



5 Types of Data Insights

Content marketers are increasingly tasked with making sense of large and unwieldy data sets.

However, they often lack the skills to process this data, creating a paradoxical relationship between executive decision-making and on-the-ground implementation.

On the one hand, 94% of businesses feel that data is essential to their growth.

Yet, at the same time, 63% of employees say they struggle to process data in a workable timeframe.

As digital publishing moves towards a data-driven model, deep analysis is required for companies that want to remain competitive.

Content marketers must adapt their skillsets and build advanced, privacy-focused tech stacks that can handle first-party data.

This, in turn, enables them to create highly relevant, credible, and engaging content that meets Google’s EAT (Expertise, Authoritativeness, Trustworthiness) criteria and ranks well in search engines.

Evolving Data: A Story of Complexity And Opportunity

Data analysis as it relates to content marketing presents a multifaceted picture.

Many factors come into play, including government regulations, growing concerns around privacy, and the upcoming depreciation of third-party cookies (to name just a few examples).

Nonetheless, both the prevalence of data and its use in content marketing are expected to grow exponentially in the coming years and decades.

  • The CAGR (compound annual growth rate) for spending on analytics solutions will increase by 12.8% between 2021 and 2025.
  • 66% of marketers anticipate an overall increase in content marketing spend in 2022.
  • 81% of marketers say their business sees content as a “core strategy.”
  • 85% of customers want brands to use only first-party data.
  • 86% of consumers experience anxiety around data privacy.

These figures highlight both the possibilities and challenges of a future in which data is widely available, yet restricted in the scope of its use.

Content marketers are in a precarious position when balancing competing concerns. As a result, first-party data is taking center stage as the primary driver of decision-making in the digital space.

Read More On SEJ

The Role Of Data And Analytics In Content Marketing

Access to historical and real-time data allows content marketers to navigate a digital landscape where user interests can shift in little more than the time it takes to say “world wide web.”

A veritable cacophony of conditions affects consumer tastes, from political events to passing pop culture fads.

Data-driven approaches provide something of a bulwark against this uncertainty.

They enable marketers to adapt content strategy by measuring specific types of user behavior and accessing the right platforms.

Furthermore, point solutions are largely displaced with comprehensive CDPs (customer data platforms) aggregating inputs from numerous sources.

These apps typically include AI (artificial intelligence) and automation mechanisms for generating insights without the direct involvement of data scientists.

Crucially, content marketers can generate useful insights without necessarily relying on advanced infrastructure or in-depth technical knowledge.

Read More On SEJ

Let’s look at five key types of data insight that have relevance for content marketers.

1. Industry Trend Projections

Analysis of historical data enables content markers to predict topical trends, the emergence of new distribution channels, changing fashions and emphases within industries, seasonal keyword variations, and more.

“Time series” data tracks a set of data points over a consistent period, thus providing insights into long-term user behavior and laying the groundwork for detailed forecasts.

Because time series analytics typically requires large volumes of data, trend projection represents one area where prediction engines and machine learning algorithms are essential to translate raw information into workable insights.

Metrics that provide insights into industry trends: traffic, keyword search volumes, and retention rates for products and services.

2. Engagement By Content Trend And Category

Categorical data tied to well-defined subjects and themes offer insights into audience engagement.

This has obvious implications for the direction of your content strategy and editorial choices.

In a similar vein, understanding which categories your visitors navigate to after they leave a page means you can add content that is lacking on primary landing pages.

Where topic category data provides general insights into user engagement, specific performance metrics like conversions allow for high-level analysis of content ROI when aggregated into categories.

Metrics that provide insight into engagement: bounce rate, time on page, ROI, conversions.

Read More On SEJ

3. On-Site Behavior And Experience

Data about on-site behavior provides an immediate window into the effectiveness of content types, formats, and channels.

Machine learning has also enabled the speedy processing of qualitative feedback.

One example is sentiment analysis, which relies on advanced technologies like biometrics and text analysis to extract data about customer attitudes.

User behavior data enables content marketers to visualize the entire customer journey, from initial search to purchase or bounce.

Working with this data to track the customer experience provides opportunities for remedying fall-off points and solidifying high-converting parts of a website’s sales funnel.

Metrics that provide insight into on-site behavior: shares, engagement, qualitative feedback.

Read More On SEJ

4. Data, Content, Customer Profiles, And Segmentation

Clearly defined user segments that incorporate data points like location, visit times, purchase frequency, interests, and so on enable content marketers to create tailored, highly specific content that is likely to excel in performance measures like engagement and conversions.

In addition to providing real-time insights into the nature of users’ current interests and preferences, detailed profiles also form a strong basis for predicting future behavior.

Automated technology found in data platforms is particularly effective at streamlining this process.

Metrics that provide insight into profiles and segmentation: location, visit times, purchase frequency.

5. Data And Content Performance In Search Engines

Search engine performance is typically conflated with rank tracking.

But there’s more to measuring the effectiveness of content than simply monitoring SERP positions.

Insights geared towards improving search performance need to account for various data points.

These include zero-position rankings, long-tail distribution, click-through rates, prevalence in featured snippets, content longevity, and more.

Research by my company, BrightEdge, shows that content preferences can vary by industry. Hence, it is vital to utilize data to inform your content strategies.

All-in-one SEO analytics platforms (as opposed to point solutions) carry out this function and enable content marketers to replicate top-performing topics and content formats.

Equally, they provide valuable, actionable data for optimizing promising but underperforming pages.

Metrics that provide insight into engagement: organic traffic, click-through rates, SERP positions, share of voice.

Read More On SEJ

The Benefits Of Data-Driven Content Marketing Model

Advanced analytics are essential weapons in the modern content marketer’s arsenal.

It’s no longer about whether you’re leveraging data – that should be a given.

Instead, you should consider how effectively you’re implementing innovative technology solutions and generating unique insights.

Content typically sits at the core of successful marketing, sales, and retention strategies.

And analytics platforms provide an invaluable chance to sharpen your competitive edge.

A first-party, data-driven approach to content marketing accounts for various factors, including evolving user interests, shifts in channel preferences, and applicable legal constraints.

As the world becomes ever more data-centric, digital companies need to take advantage of the opportunities on offer and measure content marketing ROI.

More resources:

Featured Image: Gorodenkoff/Shutterstock

Source link


Balancing paid and organic search strategies for optimum success



Balancing paid and organic search strategies for optimum success

30-second summary:

  • Even though it is evident that SEO and PPC are great tools, these two disciplines work in silos
  • In fact, these teams and channels mostly work on their own in silos and are often handled separately
  • Accenture Song’s SEO Manager, Michael McManus discusses how businesses can combine paid and organic SEO to function as one value-add unit

SEO and PPC are a must-have in your arsenal when planning your marketing strategy. Depending on what they are looking to do, most companies tend to choose one over the other, if they are looking to increase their rankings and get traffic from organic search, then they will go with SEO,  whereas PPC focuses on getting instant “paid for” traffic from such areas as search, social, and display.

Both SEO and PPC are great tools to boost your site/brand’s authority as well as help generate more traffic and sales for your business. But these two teams/channels tend to work on their own in silos and are often handled separately.

Now while both of these options can and do work well on their own, having both teams work together can be a powerful strategy for any business. Instead of working apart and potentially fighting for budget, time, resources, and rankings. By bringing both departments together so that they can collaborate and work as one, they will benefit from different insights and learnings that they would otherwise not get on their own. These insights will allow them to produce amazing results in both campaigns.

These two marketing channels aren’t meant to operate independently, yet that is the case almost every single time. But instead of looking at both channels as separate entities and you bring them together, you’ll see that they can help you achieve better results across the board than having them work on their own.

The data and insights that you can get from PPC campaigns are extremely insightful and powerful. When you take that data and combine it with your SEO strategies, it will give you the insights that you can use to create content that will make a big difference to your organic search traffic.

Balancing organic and paid search strategies for optimum success is a key challenge and lots of businesses need to catch up as they are typically only using one of these strategies.

How SEO and PPC can work together to boost your business

Along with large amounts of keyword and conversion insights that SEO can use by working with PPC, another huge benefit that companies can achieve when they bring both SEO and PPC together is the potential to consume a large portion of the SERPs, where they can showcase ads at the top of the page while owning the organic listings below.

This is something that shouldn’t be overlooked as it gives you more chances to capture the user, who might be looking for your brand or something that your brand has to offer. For example, let’s say you are running PPC and SEO campaigns separately and a user does a search and your ad appears, but they skip over it and go right to the organic listings but you are not showing up for that particular search, you are potentially missing out on capturing that user.

So now if you are using both PPC and SEO together and you use your PPC data to gather insights as to what the users were and are searching for, where your ads are showing, but not your organic listings. You can then take that data and start to create great content for those terms and optimize your site for that phase of the user’s journey. Now you can potentially have your site’s PPC ads showing at the top of the page as well as your site showing up below those ads in the organic results. This means that if a searcher were to skip over your ad and go directly to the organic results, your site will also be listed there winning you greater brand discovery.

Bringing both PPC and SEO together and working side by side, and taking over the SERPs for a given keyword will not only allow you with getting more exposure than what you would get if you only used SEO or PPC, but you now also increase the visibility of your site and the chances that a user will click over to your site.

Another added benefit from combining both SEO and PPC and taking over the SERPS is that users, searchers, and potential customers are more likely to see value and trust in a brand that is well represented across the SERPs.

If you were able to help guide and encourage users to click through to your site, wouldn’t that be an effort worth the implementation?

Getting SEO and PPC to work for you

Well, you might be asking yourself “ok great now I know that I need to have both SEO and PPC work as one, how do I go about this?”

Here are some practical tips to have both SEO and PPC work together.


Keywords are important to both SEO and PPC as each one is reliant on them to help with creating the proper content for each strategy. They are both going to want to target the proper and relevant keywords in order to show up in the SERPs when a user is searching for information, shopping, looking for a brand, etc.

Using the keyword data and insights from your PPC campaigns and providing that information to your SEO team, will allow them to then create content that a user is searching for and thus be able to be in front of the customer throughout their journey.

Creating ads

Paid social media ads as well as retargeting ads are a great way for you to get your content shared across different platforms that will help with getting backlinks that will help your site’s content rank organically. While this is happening, you can create retargeting ads that will help to capture users’ attention once they have left your site.

PPC data

As we mentioned earlier, PPC campaign data has a plethora of information that you can use to help create highly targeted content to help get your site’s pages to rank organically. From your PPC campaigns, you’ll be able to see things like keyword search data, impressions, CTR, and so much more.

This will allow you to better optimize your site’s content and create content that might be missing, as well as help with creating highly targeted and optimized page titles and descriptions.


It’s no longer about SEO vs PPC anymore, or at least it shouldn’t be after reading this article. Now that you are aware of the potential benefits of combing both your PPC and SEO efforts, it’s time to go out and implement this new strategy.

Armed with all the data that you have at your fingertips from your PPC campaigns, use this new data and insights to help with creating better SEO strategies, that will give you a competitive advantage and help you with reaching your customers at every step of their journey.

It’s time to stop treating SEO and PPC as silos and time to bring them together so that your site can benefit from the added data and insights so that your site can dominate the SERPs.

Remember SEO and PPC are each other’s most powerful tools.

Michael McManus is SEO Manager at Accenture Song. Michael has hands-on expertise in branding strategies, website structure/architecture and development, SEO strategies, and online marketing campaigns. 

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.

Source link

Continue Reading

Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address