Use Analytics to Improve Your Content
This article was published on February 26, 2026
Categorized in: Content
There are a few ways a marketer could put together a content strategy. One is completely random, meaning you just decide to share certain information, and then you simply share it. The other is to take a more strategic approach, using data and analysis to help you compose your content strategy. Too often, marketers lean heavily on the “by feel” approach. However, without analytics, it’s difficult to know what’s really going on. Here’s a look at why you should consider using analytics to drive your content marketing strategy.
Understand What Your Audience Wants
This is an important step and one that is easy to forget amongst all the other work a marketing team has to do. Everything that you do should be done with the underlying goal of connecting with your ideal audience. After all, they’re the ones who will become prospects. These prospects are the ones that will eventually become paying customers.
What is it they really want? This will help you create content that will resonate. It is this content that will help convert them, especially if you have the customer life cycle in mind as you put the content together. What you might find at this stage is that, in the early days, you may have assumed you know what they wanted. However, now is the time to shift because you have the data to really validate how you need to connect with them.
Know Which Content Drives Business Outcomes
Do you know which content actually converts for you? If so, it is worth looking at this data. Not every piece of content that you create will point to a business outcome, nor should it. Frankly, it all depends on where it sits as part of the customer lifecycle. Early stage content that is in the Awareness phase likely won’t convert. So this data should be taken with a bit of a grain of salt.
Yet, you need to know which content converts or not, because that can give you insights into your audience that will help shape the strategic direction. The content strategy should either directly or indirectly impact strategic outcomes.
Identify Opportunities and Strategic Gaps
Let’s say you have been running a content marketing program for a while, and you have enough data to analyze. At this point, you will be looking at the data for all kinds of information. What is resonating with your audience? Has your traffic increased because of the content? Can you actively trace any leads back to your content?
Once you have enough data, you can determine if your content performed well enough to edge you towards your goals. If you didn’t then you’ve just uncovered some gaps that you can address by making some strategic changes.
Here’s the thing. In the beginning, before you have content data, you won’t really know what to do through data alone because there won’t be enough of it. You need to use your experience and knowledge of the company to make your best guess about what to do. From there, as you gather data, you can make changes that will allow your content to perform even better than it was!
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About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is President of Brick Marketing and has over 25 years of digital marketing experience. He works directly with clients on strategy and implementation, helping solve complex marketing, lead generation and sales challenges. Nick Stamoulis is a strategist and expert with Search Engine Optimization (SEO), AI Search or Generative Engine Optimization (GEO), content marketing, social media, pay per click advertising, and conversion improvement. Nick Stamoulis has worked with over 500 companies in many industries and also provides digital marketing consulting and training classes, helping companies improve performance and achieve desired outcomes.
