Content analytics has risen in popularity as the amount of content created by brands has soared. Traditionally you would think of consumer brands but the rise of the digital economy and social media has meant that B2B has just as much need to create content. With this rise in popularity and investment, so has competition and thus the need for deeper insight.
Content Analytics enables companies to examine methodically their content and how it has performed, to find insight and then empower decision making.
Content Analytics is used by Content Marketing Teams, as feedback, to help them figure out what content to create, how to improve their content, to demonstrate success, inform wider strategy & creative. It is an agile marketing discipline and vital for digital brands.