No brand today could grow without content.
We certainly understand that, and continuously optimise our platform to help you make content work.
For example, we’ve created CELUM Portals to help you showcase relevant content to specific target groups. With Portals, you are in complete control over how those people encounter your brand’s content assets.
But did you know that CELUM Portals also offers you Insights that reveal how well your content is performing?
Keep on reading to learn all about it.
No brand can grow without content
And there’s plenty of data to confirm it.
For example, 90% of brands have a defined content strategy. Granted, the number was even higher a year ago, but that’s still an enormous number of companies focusing their efforts on content.
What’s more, according to another source, 83% of marketers aimed to produce even more quality content in 2023. This might be a personal impression, of course, but judging by the constant output of content we see all around, they did make that goal a reality.
Finally, more than half of marketers last year predicted that their content budgets will increase in 2023. This might be a more difficult fact to confirm. However, from our observations, many brands have increased their content budgets and spend.
In other words, the role and importance of content in today’s marketing is only increasing. What’s more, it will continue to do so even further.
But it makes sense, doesn’t it?
It’s the content that helps your brand provide all the necessary information and support to resellers.
Product content such as product overviews, documentation, manuals, tutorials, and so much more help your resellers and distributors reach their target audience, and sell more of your products.
Content helps sales teams convert more leads into customers. Not to mention that it also helps marketers generate those leads in the first place.
And that’s still just the tip of the iceberg:
- With content, your sales reps, technicians, and other teams can support and service customers better.
- Your newsletters can reach existing and potential customers, engage them, and keep them connected with your brand.
- Product images, videos, and other content helps online stores sell more of your products, and so on.
That’s why we launched Portals with integrated Insights, after all.
Portals help you easily showcase content to specific target groups to optimise their encounter with your brand. Be it colleagues, vendors, partners, or direct to the customer, you can wow them with an exceptional content exploration experience.
The possibilities for Portals are truly endless. For example:
- Sales portals help you bring all content your reps need to close more deals. For this Portal, Insights would help you understand which of your reps are using your content and which aren’t. After sending them a reminder, you can check whether they took action or not.
- Retail portals to help partners access and find the content they need for their specific outlet. In this case, Insights will help you understand how content is used in different countries, by different retailers or in different languages.
- Product content portals for anything from corporate branding, product specifications, sales sheets, etc. to make distribution of assets sophisticated and smooth. Use Insights to find out which internal or external team logs into your portal more often, which assets are more useful or or how successful teams are at finding what they need.
- Press or media portals where journalists are empowered to have immediate access to the content they need to cover your company’s news. For a Portal like this, Insights can help you understand which journalists are more engaged with your brand, or which news has generated a wider media response.
However, in spite of all these amazing opportunities, you’re still facing quite a challenge:
How can you tell whether your content is actually working?
Let’s turn to data to gain a deeper perspective on the problem as well.
First of all, marketers do measure content performance. The most recent Content Marketing Institute’s report states it clearly – 81% of marketers monitor how their content is performing.
Naturally, this is an amazing result. Unfortunately, when you dig deeper, you discover that things aren’t so perfect.
For one, most marketers rely on conversions to evaluate content’s performance. This makes sense, of course. It’s a good enough metric to measure commercial success, after all.
But it’s hardly an ideal one when it comes to monitoring how well your product content – product documentation, product images, visuals, etc. – is engaging your specific target audience.
The same is true for other most measured metrics – website traffic, email engagement, and so on.
These do not reveal whether a particular asset is engaging the target audience, and delivers a positive ROI.
As a result, you’re still stuck.
- You cannot tell what content is working, and what assets deliver the expected results.
- You also can’t tell who is accessing your content the most, or how they find those assets.
- You often don’t know what happens with those assets – Is your audience downloading them? Or maybe they just view them and leave without taking any action?
Why is having those and similar insights so important?
Let’s consider the alternative. Let’s evaluate what happens when you do have those insights.
- With this data, you can tell who your most engaged customers, resellers, media partners, and so on, are.
- Understanding which assets get accessed the most may help you identify most popular topics or categories, and expand those libraries to engage audiences even further.
- Analysing content’s performance will help you establish each asset’s unique ROI.
- Thanks to such data, you will know how the audience perceives your assets. You’ll know whether they find those assets valuable, useful, and engaging.
- Likewise, monitoring content’s performance will tell you which categories or asset types don’t engage the audience. As a result, you’ll be able to stop producing them, and double down on those assets that work.
- Analysing how users search for your content in Portals will help identify and close potential content gaps.
- Finally, the data will help you improve your Portals too. You’ll be able to tell how good the quality of your search filters and facets is, and monitor the overall impact of the entire Portal on your ROI.
And that’s why we’ve taken Insights, our data and statistics add-on to Portals to a whole new level.
Introducing Insights - Advanced Content Performance Data for Portals
Insights is a dedicated data and statics functionality for Portals, available to all customers with an Experience licence.
With Insights, you can access an incredible content performance data allowing you to:
- Gain insights about who visits your Portals – from the total number of visits, to information about how many unique and returning visitors you get, what devices they’ve used, most active visitors, and more.
- Analyse the core metric necessary to understand how well each Portal is performing.
- Tell how well the content you are sharing via Portal is perceived.
- See who interacted with content, when, and how often.
- Learn how good the quality of the search filters and facets you set up is.
- See who has visited your portals.
- Uncover most downloaded assets.
In short, data in Insights delivers all the information you need to know what is performing best and helps you make changes and improvements to help reach your goals.
How Insights supports your content strategy
Naturally, we didn’t create Insights just to deliver statistics and data.
It’s what Insights does, of course, but it’s not its ultimate goal.
Our goal was to empower your decision making and deliver the data to help continuously refine the content strategy.
Here are just some examples of how you could use the Insights data to drive your content’s performance.
#1. Uncover how often the Portal is visited and understand its general popularity.
Metrics like visits or returning visitors can help you evaluate whether the target audience finds the Portal engaging. You can also tell if there even is a need for this specific Portal, or whether your efforts wouldn’t be better spent on other Portals or audiences.
#2. Understand who exactly visits your Portal
This is an important insight for both external and internal Portals that you create.
Take sales teams, for example. Your marketing or creative department might have spent considerable time setting up all the assets for sales-specific Portal. But are sales reps logging in to it as they’ve promised? Are they turning to this content to aid their sales efforts?
You may have the same challenge with external vendors. Are your resellers reaching out to download product content?
Insights will help you understand who and when accesses the Portal.
#3. Is your Portal engaging the target audience?
Looking at metrics such as the average session duration will help you understand whether the target audience finds the Portal interesting, engaging, and containing the information they need.
Because let’s face it; if they don’t stay for too long, the chances are the they’re not finding what they came there for.
Similarly, monitoring the success of your site search can help you evaluate whether the Portal contains the content consumers are looking for.
Finally, metrics like total asset downloads can help you analyse which assets generate the most interest and engagement.
Want to learn more about Portals? Book a demo and one of our colleagues will walk you through it. Book a demo now.
