{"id":530509059,"date":"2024-06-27T11:00:15","date_gmt":"2024-06-27T15:00:15","guid":{"rendered":"https:\/\/contently.com\/strategist\/?p=530509059"},"modified":"2024-08-08T15:46:40","modified_gmt":"2024-08-08T19:46:40","slug":"features-the-best-marketing-analytics-tools-will-have","status":"publish","type":"post","link":"https:\/\/contently.com\/2024\/06\/27\/features-the-best-marketing-analytics-tools-will-have\/","title":{"rendered":"7 Features the Best Marketing Analytics Tools Will Have"},"content":{"rendered":"

Whether you\u2019re crafting your overall content strategy or an argument about why publishing story-driven content is just as important as writing yet another sales sheet, one thing can make your life easier: Data. Having hard facts and figures on how your content is performing can help you determine your editorial calendar, shape your approach to SEO, and see what\u2019s resonating with your audience.<\/p>\n

To get those insights, you need to make use of the best marketing analytics tool for your goals. The features that tool needs will vary depending on what those goals are. It\u2019s less about finding one tool with all the features listed in this article and more about seeing which of these components fit your needs.<\/p>\n

1. A user interface you can actually use<\/h2>\n

Here\u2019s probably the most important quality a content analytics tool should have: You can actually use it.<\/p>\n

Some tools like GA4, the newest version of Google Analytics<\/a>, offer a ton of powerful features. You can get nearly real-time insights into big-picture topics like what a typical user journey looks like or dive into granular information like how many viewers scrolled through at least 90 percent of the content on a sign-up form page.<\/p>\n

Unfortunately for everyone who’s not an analytics expert, understanding GA4\u2019s user interface can feel like trying to read a dead language<\/a>. Luckily there are marketing analytics tools out there built with ease of use in mind \u2014 there’s been a lot of good things said about Plausible<\/a>, for instance. That and similar tools make great options if you\u2019re looking for something to tell you how your content is performing at a glance.<\/p>\n

2. Audience analytics beyond the basics<\/h2>\n

Successful content marketing is all about crafting pieces specific to your audience\u2019s needs, preferences, and motivations. Good luck doing that if you don\u2019t know who your audience is, though.<\/p>\n

That means you need a tool with a solid audience analytics component. Most website analytics tools can give you a basic overview about things like the age and gender of web visitors. If you\u2019re using a customer relationship management platform, though, you can get extremely deep insights through tools like Salesforce\u2019s Audience Studio. The better you design your buyer persona<\/a>, the better content you can produce.<\/p>\n

\"\"<\/p>\n

3. Info on user behavior and experience<\/h2>\n

A lot of content marketing analytics tools can show you user journeys and content funnels, letting you determine what pages your readers entered and exited. That\u2019s important information, but trying to understand a user\u2019s experience that way is like trying to visit a city by looking at it on a map.<\/p>\n

You can get a user-eye view of how people engage with the content on your site by using tools with heat maps and user session recordings. Heat maps are just what they sound like \u2013 they show where users are scrolling, clicking, and engaging the most with your content. User session recordings can show you actual recordings of users navigating a certain page. That means you can see from their perspective exactly what\u2019s working or not working with your content.<\/p>\n

If you\u2019re looking for website analytics tools specializing in these areas, check out Contently’s Docalytics tool<\/a>. You can use it to not only optimize your case studies, white papers, or blog posts, but improve the conversion rates of your landing pages for gated content as well.<\/p>\n

4. Competitive keyword analysis<\/h2>\n

You can\u2019t stand out from your competitors if you don\u2019t know what they\u2019re doing. Some analytics tools have features letting you track how your competitors\u2019 content is doing compared to yours based on different variables. That means you can see how they\u2019re ranking for different keywords you\u2019re targeting, as well as where they\u2019re earning backlinks.<\/p>\n

Based on this information, you can determine where the whitespace is for upcoming content, helping ensure your editorial calendar stays unique. You can also determine what battles are worth fighting when it comes to certain keywords or phrases you\u2019re trying to rank for \u2013 some may just not be worth the effort.<\/p>\n

5. An SEO strategy assist<\/h2>\n

The key to successful SEO content is, first and foremost, quality content. That doesn\u2019t mean the technical side of things doesn\u2019t matter. You\u2019re going to need a tool that lets you see how your site is ranking for various keywords, gives you word count recommendations to make sure you\u2019re not publishing thin content, and whether broken links are torpedoing your traffic.<\/p>\n

The good news is you\u2019ve got a lot of great options here. Contently offers a ton of tools for planning out your SEO keywords using cost-per-click insights, info on search volumes, and more. Most of the other big players in this space like Moz<\/a> or SEMRush<\/a> will let you get some basic info like keyword suggestions for free.<\/p>\n

6. Breezy reporting capabilities<\/h2>\n

Like most of you, I\u2019m sure, I find the most rewarding part of content marketing is making decks showing how different assets are performing. I love it so much and don\u2019t find struggling with Powerpoint soul-crushing in the slightest.<\/p>\n

For real, though, a lot of different content marketing tools can generate automatic reports or dashboards that are easy to understand and visually interesting. That lets you spend less time wrangling decks and more time on the valuable parts of your job.<\/p>\n

7. Channel performance data<\/h2>\n

Audiences are scattered across so many different channels these days. LinkedIn. TikTok. X (yeah, still, I know). However, not every content marketing tool is suited for tracking how different pieces are performing on social media.<\/p>\n

The built-in analytics available on individual social media platforms offer some info, but that can make it hard to get a consolidated view of how your content is doing across each channel. Platforms like Sprout Social<\/a> or Hootsuite<\/a> can help bring together multiple channels into a single view.<\/p>\n

Wrapping it up<\/h2>\n

Finding the right content analytics tool is a process, and knowing what to look for will help you align your needs with a product\u2019s offerings. Contently\u2019s content optimization tools<\/a> could be what you\u2019re looking for. If so, contact us to set up a product demo.<\/p>\n

Ask the Content Strategist: FAQs<\/strong><\/h2>\n

What role do content marketing analytics play when building out individual pieces of content?<\/strong><\/h3>\n

Analytics tools can do more than just give you the lowdown on what keywords to include in your copy. You can use them to develop a better understanding of your audience, which is the foundation good content is built upon. Done right, the best marketing analytics tools help you write content that people and search engines will love<\/a>.<\/p>\n

What are some actual examples of how I could use heatmaps to improve content?<\/strong><\/h3>\n

Let\u2019s say you\u2019re looking at a heatmap and notice a bunch of people clicking on an image. This may indicate that these users are expecting that picture to be linked to a different page \u2013 and that they\u2019re getting frustrated when their clicks do nothing. That\u2019s exactly what we saw when using heatmaps to review content<\/a>. Fixing this led to a better user experience.<\/p>\n

Other than analytics, what are some of the best ways I can get to know my audience better?<\/strong><\/h3>\n

Marketing analytics tools aren\u2019t the be-all-end-all for developing a better understanding of your audience. Make sure you\u2019re regularly reading reviews, conducting surveys, and monitoring social media to see who your readers are and what they\u2019re talking about<\/a>.<\/p>\n

Are you ready to build a data-driven content strategy? <\/em>Contently Analytics<\/em><\/a> has you covered.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Whether you\u2019re crafting your overall content strategy or an argument about why publishing story-driven content is just as important as…<\/p>\n","protected":false},"author":483,"featured_media":530529441,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3515,72],"tags":[5762,1833,6253,149],"class_list":["post-530509059","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","category-roi","tag-audience-engagement","tag-content-analytics","tag-engagement-metrics","tag-google-analytics"],"acf":[],"yoast_head":"\n7 Features the Best Marketing Analytics Tools Will Have | Contently<\/title>\n<meta name=\"description\" content=\"Look for these essential features to pick the best marketing analytics tools to drive audience insights and shape your content strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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