How to Use Analytics to Improve Your Content Strategy!
Creating content without checking your analytics is like driving with your eyes closed. You might be moving - but are you headed in the right direction?
Whether you're posting on social media, blogging, or running email campaigns, your content should be doing more than filling space - it should be achieving results. That’s where analytics come in.
Let’s walk through how to use your content analytics to make smarter decisions, boost performance, and give your audience exactly what they want.
Why Content Analytics Matter…
Analytics help answer the key question: Is my content working?
They show you what’s performing, what’s falling flat, and what your audience actually cares about.
Using that insight, you can:
Improve engagement
Create content that converts
Stop wasting time on what’s not working
Make data-backed creative decisions
Step 1: Know What to Track
If you don’t know what to track, data analysis becomes impossible!
Here are the core metrics to monitor depending on your platform:
Social Media
Reach & Impressions – How many people saw your content
Engagement Rate – Likes, comments, shares vs. total reach
Saves & Shares – High intent signals
Follower Growth – Are you attracting the right audience?
Website or Blog
Page Views – Which posts are getting the most traffic?
Time on Page – Are people actually reading your content?
Bounce Rate – Are they leaving without taking action?
Traffic Sources – Where are readers coming from (social, search, email)?
Open Rate – Is your subject line effective?
Click-Through Rate (CTR) – Are readers engaging with your content?
Unsubscribe Rate – Are you losing your audience?
Step 2: Review Regularly
Make analytics review part of your monthly content routine.
Ask:
What performed the best - and why?
What didn’t perform - and is it worth repeating?
What topics or formats drove the most action?
Use tools like:
Instagram Insights or Meta Business Suite
Google Analytics
LinkedIn Analytics
Email marketing platforms (e.g., Mailchimp, ConvertKit)
Pro Tip: Create a simple monthly report so you can track trends over time.
Step 3: Optimize Based on Data
Once you see what’s working, lean into it. Use analytics to:
Double down on high-performing formats (e.g., carousels, reels, how-to posts)
Repurpose top content into new formats or platforms
Improve underperforming content by updating headlines, CTAs, or visuals
Refine your posting schedule based on when your audience is most active
Step 4: Let Your Audience Guide Your Strategy
Sometimes the data tells you what your audience wants - even if it’s not what you expected.
Do your short videos get more reach than your long-form posts?
Are behind-the-scenes stories driving more comments than polished graphics?
Are tutorials outperforming sales pitches?
Listen to the numbers. Create more of what your audience is already responding to.
Final Tip: Don't Just Look - Act
Analytics are only powerful if you actually use them. Track your progress, test new ideas, and stay curious.
When you start using your data as a content compass, every post becomes more intentional, and more effective.
Ready to Get Strategic?
Stop guessing… Start growing! If you’re ready to turn your content strategy into a results machine, I can help you build a data-driven plan that’s tailored to your goals.
Olivia
Social & Co Studio
www.socialandco.co.nz
