As a marketer, you are used to making decisions based on data—you have it at your fingertips; it would be foolish not to. You identify a need or topic based on user input or keyword research, SEO, writing best practices (which is all based on data), and more. Then you write the article, publish it, and review the analytics to see if it was successful.
This is all done on an article-by-article basis. But what if you have already written an article on a similar topic? Wouldn’t you want to compare how both performed and see which performed better? What about the third article, or fourth, or fifth? The time to review analytics keeps adding up with each article published, and eventually it becomes too much to handle, restricting the learning opportunities from past successes or failures.
It doesn’t have to be this way, however.
Using Content Clusters for Content Marketing Analytics & Insights
Content clusters help show the impact of marketing dollars on web traffic and conversions, but they can also show what content is better for your business collaboration tools for business.
For example, with content clusters, you can group together all of your blog posts about a similar topic and compare them in terms of effectiveness. You can even take that a step further and group together all your blog posts to identify if blogging is still a viable platform for your business.
We have seen many websites create a variety of clusters to measure their content marketing efforts. A few of the most common clusters we’ve seen are based on
- Site navigation
- Content type
- Product category
With Unifusion Content Clusters, grouping content is a breeze and is completed in a user-friendly interface that requires no additional code to be added to your website. That means there is no need for setting something up and sending it off to your developer to complete, resulting in a loss of valuable time and data.
What Insights Can Content Clusters Provide?
With content clusters, you’ll be able to report on metrics that matter to your business and provide additional insights to your content team, informing your content strategy. For example, you can identify what content produces the most traffic, what content produces the most conversions, or perhaps if some content produces the most traffic but no conversions.
Whatever the results are, the data will be there to help you make informed decisions and reach your business’s goals.
What are some content clusters you can think of? Please share your thoughts with us on Twitter.