I’m sitting here uploading some videos, tweaking some content and setting up some social media promotion - and part of me is wondering about how to better understand what content is really resonating with our followers.
This exercise got me thinking about how content marketing research is probably something that enterprises will take a strong interest in over the next few years.
The reason I say that is because high quality content is helping build strong communities around a brand. It’s not just about thought leadership — it’s also about supporting a content-consuming community behind your brand.
I can see parallels here to the rise of advertising research with the growth of the advertising industry. As advertising drew in customers, businesses became very interested in research to enhance their returns.
Now, some brands are committing to content-focused marketing program with teams of people producing high quality content for their audiences. So I think there will be a market for businesses that want to know more about how to tailor their content in ways that will grow their communities.
I’m not talking about basic, top-level stats like number of readers, commenters and page viewing times. Those are helpful but are only the beginning of what, I think, will be a growing analytics field focused on more engaging content.