Chances are, you’ve heard content marketing slang.
It’s true. It’s one of the best ways you can connect with your target audience to build relationships.
Not all content is created equally. 72% of customers prefer personalized content, and 72% only engage with it.
How can you get the right information to personalize your content curation strategy?
Social media analytics is the answer.
Data from social media analytics can help you create content that is relevant and meets the needs of each customer, which leads to increased engagement and sales.
Let’s look closer at how social media analytics can be used to personalize content curation for your ideal customers.
What are Social Media Analytics?
Social media analytics is the analysis of data from social media platforms or tools that helps you understand how people interact and react to your content.
These data provide insight into which content resonates with your audience and which content should be promoted more. These data can also be used to identify areas that need improvement or where your strategy is lacking.
How do they work?
Tools for social media analytics track clicks, shares, likes and comments. This data provides marketers with valuable insight into their audience’s interactions across various platforms.
These tools will tell you which posts have received the most engagement in a given time period. These tools will also give you information about who shared each piece and their demographics. This can help you target future posts to certain groups in your community such as millennials, or New York City residents.
It’s worth noting the social media metrics
Although all social media metrics offer valuable insights, there are a few that stand out for personalizing content curation.
Let’s take a look at each metric to see how we can use the data to create content for our ideal customers.
When measuring the success of your content curation, engagement rate is an important metric.
The engagement rate, also known as “engagement”, is simply the number of times that a post has been liked, commented upon, and shared by users. This is a measure of the popularity of a piece or content in your community. It can also be used to indicate how effective your curation strategy.
Personalization means giving your audience the content they like best. Take a look at which posts are most popular on your page. Do they include videos, interactive polls or photos? Or user-generated content like testimonials? You can curate more content by identifying which type of content is most popular.
If you are interested in becoming a social media expert, it is important to know the differences between platforms.
Let’s say you notice some posts that are receiving low shares compared to others from the same period or from earlier periods. You might want to reconsider what content you share with them and if it is relevant to their interests.
Analyzing your engagement rate may reveal that your audience doesn’t like your posts made with templates. They interact with trendy memes more than custom graphics.
This information may be disappointing but don’t let that stop you from moving on. You now know what content isn’t working for your customer and can adjust accordingly.
Make more Michael Scott memes.
Demographics refer to the characteristics that are used to classify and describe people. Because it allows you to better understand your audience, demographic data is essential for content curation.
If you have an older male audience with high income, they may enjoy seeing Instagram reels that feature luxury watches and cars. Don’t limit yourself to social media posts. Use this information to create blog posts that compare Lamborghinis, Porsches, Ferraris and Lamborghinis prices, speed, features, and other details.
If you’re not sure which format your readers prefer, embed links to YouTube videos in every article. This will allow them to easily engage with the content in their preferred format.
Demographic data can give you all the information you need about your audience. This information can be used to create personalized content to increase engagement, build trust and drive traffic to your site.
Social sentiment is the way your customers and audience talk about you online. It collects data about what your customers like and dislike about your brand.
If there are negative comments about your brand, it may be time to change gears and get more positive reviews.
Sentiment analysis can be described as the measurement of a piece’s positive or adverse sentiments. It measures how consumers feel about specific topics, brands, products, or services.
Brand perception is crucial when it comes to social media analytics. This allows you to determine if a campaign is successful or if your content strategy needs to be changed.
Take Stack Browser as an example. They have been hard at work to improve their browser tool. They decided to go one step further, even though they already have a strong user base that supports the products.
They used sentiment analysis to identify what customers wanted to see in their feeds. This was done by keeping track of the most shared topics and sources within their industry. Their latest launch will include their own Stack NFT, available to users who purchase a lifetime subscription.
Keep your ears open to the latest trends and incorporate them into your business strategy whenever possible.
Referrals from social media are a portion of your total traffic from users who click on links to your site from social media. These clicks can take place in many ways.
- Consumers share a link to your content with others.
- When a consumer clicks on the “follow” button in one of your channels (like Twitter or Instagram), they will see your updates in their newsfeed.
- Clicking on an image or video in your posts will take you to a landing page.
Social media referrals are valuable because they can bring people back to your website. A professional, clean website design is essential for launching a content curation strategy.
If you’re working with a SaaS company, it’s a smart idea to look at their websites. To get an idea of how the top-ranked SaaS companies set up their websites, look at their newsletter designs and other examples of SaaS pages. Avoid the complex designs and mimic the clean, easy-to-use designs.
Referral traffic is particularly important to monitor if your business uses influencer marketing or you’re considering it.
You can cater to a new audience by identifying influencers that drive traffic to your pages. If your new followers discovered you via Addison Rae’s TikTok account, create more content with her and have it featured on your and her social media accounts.
You can see who is talking about your brand through brand mentions. An analysis of the profiles of followers who mention your brand directly can reveal a lot about your followers’ likes and dislikes, and even what is most important to them.
If you’re a shoe company, people might be interested in latest fashion trends. These topics could be curated by you to keep your audience informed and engaged.
Social listening tools also allow you to see what people are saying about your brand via social media. These tools can help you identify brand mentions and address concerns while creating content that appeals to your target customers’ needs and interests. You can now align your content with their interests so you can offer more or less of what they want.
You now know the importance of social media analytics. Talk to your marketing team about your findings and make data-driven content curation decisions.
This analysis doesn’t aim to produce more content, but to create high-quality content that resonates well with your audience.
These metrics are important when optimizing your content curation strategy to reach your ideal customer.
- Engagement rate
- Social sentiment
- Referral traffic
- Brand mentions
Remember that it takes time and trial to find the right formula for success. You might not see immediate results.
But don’t get discouraged. Keep at it and adapt your content as necessary. Soon you will notice an increase in engagement, more leads, and more sales closing.
In this digital error, personalization is key. Upgrade your content curation strategy today.
Scoop.it Blog published the article How to Use Social Media Analytics to Personalize Content Curation Strategy.
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