Look high & low for data you can use — Business Management Daily: Free Reports on Human Resources, Employment Law, Office Management, Office Communication, Office Technology and Small Business Tax Business Management Daily

Look high & low for data you can use

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Data offer you the power to improve the content you’re producing and your overall content strategy. Analyze every bit of it you can get your hands on consistently—ideally at the same time each month. Start here:

Websites. Track traffic, page views, the time customers spend on your sites, bounce rates, inbound links, SEO metrics, customer reviews, blog shares, subscribers and comments to get a handle on who is visiting your websites and why.

Social media accounts. Pay close attention to customer engagement, reach and feedback to determine how valuable customers find your content. For example, are they simply liking your pieces, are they commenting or are they actually sharing them?

Newsletters. Email opens, click-thrus and conversions provide insight on what subject lines and topics most appeal to your customers.

Entry point analysis. You’ll learn which assets hook customers and which ones lead to conversions.

Conversions. Your goal is to generate qualified leads that your sales staff can nurture and eventually convert into sales. What type of people are downloading content, completing forms or, ultimately, making a purchase? The more you know about the people who move from passive bystanders to full-on customers, the better you can tailor your messages.

Content popularity. Shape future content based on the articles that your readers engage with and share, and eliminate the content that doesn’t resonate.

Brand awareness and reputation. Both can be elusive because they are intangibles that are hard to measure. Turn to apps, such as Mention, to help you learn more about your online reputation.

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