Steps to observe (with examples)

With ChatGPT, anybody can create weblog posts in seconds. However, simply because you’ve got copy doesn’t imply it is worthwhile. You want content material analysis to make a publish that’s really worthwhile. That’s very true with Google’s Useful Content material Replace, a shift that positioned much more emphasis on experience, data, and credibility.

To face out in at the moment’s crowded panorama, groups have to craft content material that’s not simply discovered elsewhere. Each paragraph must be rooted in deep analysis, numerous sources, and real perception that delivers significant worth to the viewers.

On this article, I am going to give a information on content material analysis by going via an in depth report I printed. Let’s get began.

Desk of Contents

To elucidate my content material analysis course of, I’ll describe the tactic I used to create this report on the ecommerce panorama in Pakistan.

This piece is closely data-centric. It demanded deep, centered analysis throughout a number of sources to make sure accuracy, originality, and worth. Your entire course of, from the preliminary levels of investigation to the ultimate content material publication, spanned three months.

Right here’s how I approached content material analysis, together with clear, bite-sized steps which can be simple to know and apply.

Begin with competitor analysis.

Sometimes, I begin by reviewing what opponents have already printed. This helps me perceive the panorama and determine gaps. Within the case of my report, we have been breaking new floor. There have been no present content material items to benchmark in opposition to, which meant we needed to construct all the pieces from scratch.

Whereas this introduced a problem, it additionally got here with an enormous benefit: Being the primary to publish a data-driven report positioned the model as a thought chief.

When audiences see unique insights backed by analysis, they’re extra more likely to view your model as a reputable authority within the area. That form of belief is difficult to beat.

Then, use instruments to collect knowledge.

My go-to instruments for accumulating knowledge are Semrush and Ahrefs. Each platforms permit me to check two web sites facet by facet.

This turns into particularly highly effective while you’re analyzing a top-ranking competitor in opposition to one which ranks barely decrease, revealing key variations in content material, key phrases, or backlinks. What provides the highest performer its edge? These instruments uncover precisely that.

For this report, I analyzed the visitors of the highest 5 ecommerce shops. The purpose was to rank the nation’s main ecommerce gamers and categorize them by whether or not they’re digitally native or deal with an offline presence.

For instance, I used Semrush to get visitors knowledge on the most important ecommerce platforms. The visitors knowledge was then offered in an easy-to-read desk.

The chart clearly exhibits which ecommerce firm has essentially the most visitors and the best estimated world income.

When conducting analysis, I like to recommend going the additional mile to supply added worth on your readers. As an example, to supply higher context and allow a extra significant comparability, I included a quick evaluation of traits in different rising markets — such because the Philippines, Egypt, Indonesia, and Bangladesh.

The concept of including this extra layer of perception was to assist readers higher perceive the larger image. To make this occur, I wanted to have entry to third-party sources (ECDB and World Financial institution, in my case).

For those who purpose to provide worthwhile, data-centric content material frequently, I like to recommend getting a subscription to Statista. It’s a treasure trove of research which can be instantly related to your subject.

Understand that not everybody has the time to sift via all the knowledge and knowledge you share. That’s why I included a concise TL;DR part highlighting the important thing takeaways and most vital knowledge factors.

I offered this clear, data-backed start line as a result of I do know this data will likely be worthwhile for anybody trying to begin a brand new ecommerce enterprise. The important thing takeaway right here is to spotlight the core insights out of your content material analysis to make it simple for readers to soak up.

For a deeper dive into market analysis, together with a how-to information, take a look at this market analysis information and template.

Set up authority by answering questions.

To really set up authority, deal with answering questions that others have ignored or failed to handle in depth. By tackling these underexplored matters with readability and substance, you place your self as a go-to professional in your area.

For this report, I took that additional step. I linked with Daraz, the most important ecommerce market within the nation, which offered my group with inside knowledge that wouldn’t have been accessible via conventional on-line analysis.

Daraz offered a wealth of worthwhile insights overlaying gross sales efficiency, transaction volumes, and exercise throughout peak months. The dataset was so wealthy that I may simply create at the least 5 distinct content material items. However, I managed to condense the analysis right into a web page that supplied customers actual, actionable data backed by strong knowledge.

Doing content material analysis on a deeper degree helps floor new traits. After getting the info, I had numbers to indicate that November and the final quarter usually had greater gross sales. This degree of data added actual depth and credibility to the analysis.

Seek the advice of the consultants for extra perception.

For my part, content material analysis goes far past merely gathering data from publicly accessible sources. In lots of instances, worthwhile knowledge from trade leaders is required, but it surely isn’t normally accessible on-line. That requires reaching out to actual folks.

Within the analysis section, the extra folks you attain out to, the higher. Throughout our outreach, I linked with PostEx, a number one logistics firm within the nation with an estimated 1.45 million shipments per thirty days.

Their group informed us how the final quarter in comparison with the remainder of the 12 months when it comes to complete orders and order worth. That form of perception can solely come from trade consultants. It gained’t seem in a Google search, and AI instruments would simply fabricate the info.

What started as a easy data request was one thing larger: PostEx generously supplied to sponsor the mission — one thing we hadn’t initially deliberate for. Their involvement added each credibility and significant help to our analysis.

Attain out to folks internally.

A element of content material analysis can also be gathering insights from folks in your group.

For my report, I gained worthwhile high-level insights by having a 15-minute assembly with my CEO. He had constructed a worth comparability engine earlier as a passion mission, which offered me with worthwhile data into the nation’s ecommerce panorama.

By tapping into that experience, I used to be capable of analyze the month-to-month visitors and GMV of Pakistan’s ecommerce market.

Bear in mind, inside knowledge-sharing will be highly effective. Your colleagues could be consultants themselves, or they may join you to somebody of their community who’s.

Current the content material analysis.

When you’ve got accomplished strong analysis, creating content material turns into a lot simpler. I imagine the bottom line is to strike a steadiness between written content material and visuals. Since many individuals choose to soak up data visually, I made certain the content material included loads of charts and graphics to boost readability and engagement.

Right here’s an instance of one of many graphics:

Some folks choose studying to totally grasp the small print, so the report contains clear, well-written explanations, guaranteeing there’s one thing for everybody. These graphics additionally assist in repurposing the content material throughout electronic mail and social media, which brings me to my subsequent level.

Additional what you are promoting objectives with content material analysis.

Repurpose key findings into social posts and electronic mail campaigns. That may assist you to lengthen the life and attain of the analysis far past the unique printed piece.

After finishing our content material analysis, we determined to make the content material gated. Customers have been required to enroll to entry it. As a result of the content material supplied worthwhile insights, folks have been keen to fill out a kind that included their firm particulars and responses to tailor-made questions. So, we have been capable of dive heat leads for our firm.

Remember to align content material analysis with strategic enterprise targets to drive measurable outcomes throughout advertising and gross sales.

I discover that I attain worthwhile insights by sharing a survey instantly with particular teams or communities. If I need to crowdsource insights with out requiring respondents to disclose their identities, I take advantage of Typeform. It makes it easy for folks to share candid, experience-based enter.

That is particularly useful after I’m exploring delicate matters or attempting to know real-world challenges my viewers won’t publicly focus on.