In today’s online world, content is a critical tool for communicating with existing customers and attracting new ones. It’s also an important expression of your brand and a way of demonstrating your knowledge and expertise. In fact, in many cases, it’s one of the key engines you can use to propel your business forward.
The problem is that, in 2017, simply producing content doesn’t cut it. Every minute of every day, 1,400 blog posts are published, 204 million emails are sent, and 72 hours of new video are uploaded to YouTube (for more astonishing stats like these, see this post). And that’s just the tip of the iceberg. The reality is that there’s an unfathomable amount of content coming online each day, competing for people’s attention.
Therefore, if your content is average, it’s going to get overlooked. And while that may not be a unique insight, here’s something that we think is: When you have the tools to measure the quality of your content, you never have to settle for publishing anything that’s less than great.
From Lost to Found: The Implications of Content Analytics
When your content isn’t up to scratch, it can have a lot of different implications for your business. And while getting overlooked is bad enough, it gets worse.
For example, if your content is old and stale, it may no longer be accurate and therefore less effective. If lots of different people are creating your content, it may be inconsistent or off-brand, which could undermine the experiences you create for your customers. Or, if it’s unnecessarily complex, people might not understand your content and either turn away screaming or call your customer service center for help. None of these scenarios are good for business.
Fortunately, with the right analytics, you can avoid these and many other problems. In fact, with analytics, content creation becomes much smarter and more strategic. Content analytics allow you to do all sorts of things, including:
- Quickly identify low-performing content so you can allocate resources to fix it.
- Predict which content will yield better response rates long before you ever publish it.
- Standardize content quality before you publish.
- Drive better customer experiences by easily identifying, ranking, and fixing stale and underperforming content.
- Avoid random spot-checking and measure every piece of content, so you can achieve 100 percent quality.
- Provide more self-service writing guidance, while still guaranteeing content quality and clarity.
Most companies use analytics to improve all sorts of aspects of their business, from sales and marketing to the actual products and services they offer. Why wouldn’t you use analytics to help you create better content?
Introducing Acrolinx Analytics
Acrolinx Analytics is a new reporting tool that we’re rolling out as part of our latest Acrolinx release. It provides critical governance throughout the entire content creation lifecycle, helping you quickly assess your content’s performance, pinpoint problems, and identify areas for improvement.
Using a powerful set of dashboards, Acrolinx Analytics lets you filter views by key attributes, such as content group, language, and audience, so you see a comprehensive, immediate report of your content’s status. It also gives you a holistic view of your content so you can better understand how your various content types — support content, blog content, or product documentation, for example — are performing versus a benchmark. Plus, it highlights how your Acrolinx Score develops for those content groups over time.
By providing scores for categories like terminology, style, clarity, and conversational tone, among others, Acrolinx Analytics also helps you isolate spikes or trends. That way you can better understand what content characteristics are influencing your key performance indicators (KPIs).
Great Content Comes from Great Insight
As Ann Handley often says, it’s not about creating more content. It’s about creating better content. We think she’s right. The key to creating better content is having the analytics-driven insights you need to make smart decisions that will help you improve your content. In our view, Acrolinx Analytics is a powerful source for those analytics and one that’s worth your time to check out.
To learn more about it, watch our short Acrolinx Analytics tutorial.