Content analytics is the practice of capturing and analyzing user engagement data to measure the reach, performance, or popularity of a piece of content. Content analytics can be applied to many different types of content, including social media posts, articles, webinars hosted on a website, or video content (e.g. a film or television series).By using the appropriate metrics to evaluate content performance, content owners and publishers can develop actionable insights to inform business decision-making, optimize content strategy (e.g. production, licensing, distribution), and enhance user experience.
The primary consumers of content analytics are professionals responsible for publishing or distributing content and measuring its performance. Let’s take a closer look at content analytics for digital marketing (e.g. websites, blogs, social media, etc.) vs. content analytics for video monetization.
Digital marketing teams use content analytics to measure the performance of social media marketing, content marketing, or search engine optimization (SEO) marketing campaigns.Content analytics tools like Google Analytics make it easy for digital marketers to measure the performance of each web page in real-time, including the number of pageviews, unique visitors, traffic sources (e.g. organic, referral, etc.), and social shares. From there, marketers can create dashboards to visualize the performance of their digital content and identify the best opportunities for improvement.
Video content owners and media platforms use content analytics to track user engagement with video assets and measure the performance of video content. Given the number of data points available in over-the-top (OTT) streaming, content analytics for OTT video is especially popular, examining metrics like:
Collecting and analyzing content performance data allows both content owners and OTT streaming providers to more accurately measure the value of their video assets.Content owners can use this information to negotiate more favorable licensing deals with content distributors, while distributors (e.g. MVPDs, OTT streaming services) can leverage content analytics to inform decision-making about content acquisition, production, and distribution.
Symphony AI Media helps video content owners and OTT streaming providers maximize the current and potential value of their assets using content analytics.Our Revedia Digital platform uses AI and machine learning to aggregate content performance data from multiple sources and deliver actionable prescriptive recommendations to help you optimize the production, promotion, and distribution of your video content.
