5 Best Content Analytics Software for Publishers in 2023

The fast-paced nature of the digital publishing landscape means leveraging data-driven insights to optimize content strategy is essential.

Exact figures are hard to come by, the number of new blog posts each day count in the millions. After all, WordPress powers more than 40% of the world’s websites and claims that its users publish 70 million new posts every month. Suffice it to say, leveraging data-driven insights to optimize content strategy is essential.

With the help of content analytics, publishers can gain valuable insights into how their content is performing, who their readers are and what type of content resonates most with their audience.

But with so many software options available, how to select the right one?

Let’s explore what a content analytics tool is, how it works, why publishers should use it and then review the best content analytics software solutions available in 2023.

What Is Content Analytics Software?

Content analytics software, also referred to as content intelligence, is a toolset that helps teams assess and examine how their readers interact with their published material.

To illustrate, let’s consider the example of Wyndly, which provides personalized immunotherapy treatment plans for allergies. Since immunotherapy for allergies isn’t a widely known concept, Wyndly’s target audience will likely prefer to do in-depth research before making healthcare decisions.

In 2022, Wyndly adopted content analytics software to measure the quality of their content based on how their audience interacted with it. Ultimately, the content opportunities the company discovered helped it increase its organic search traffic by 5,300%.

While content analytics is a broader concept applicable to different teams — content marketing, internal communications, SEO and sales enablement, to name but a few — publisher needs are quite specific.

For publishers, content analytics doesn’t just offer insights about user behavior. It goes a step further, allowing them to understand reader preferences, recognize trends in their engagement and subsequently refine their content marketing efforts to match the evolving interests of their audience.

How Does Content Analytics Software Work?

A content analytics platform provides publishers with meaningful insights by analyzing user interactions with content, ultimately helping them to gauge the true impact of their content.

Publishers grapple with the challenge of measuring the effectiveness of their content in real-time. Beyond the sheer number of views and user feedback, publishers need to discern patterns in reader behavior, uncover engagement trends and gain insights that shape their written and video content strategy.

Content analytics software is designed to address these challenges head-on.

The real magic of content analytics software lies in its diverse set of capabilities. Through the use of natural language queries, trend analysis, contextual discovery and predictive analytics, the software can sift through a sea of unstructured content, identifying patterns and trends.

For instance, it may reveal that readers are more engaged with content posted on Tuesday mornings, or that “How-to” articles receive more shares than other types.

Furthermore, content analytics software doesn’t just identify current digital publishing trends, it also uses predictive analytics to anticipate future patterns.

This allows publishers to make proactive decisions about their content strategy, be it selecting topics that resonate with their audience, determining the optimal length for an article or choosing the best time to publish for maximum engagement.

In essence, content marketing analytics software illuminates the path forward for publishers, offering fresh insights and driving informed decision-making.

Why Should Publishers Use Content Analytics Software?

Content analytics software offers a wealth of benefits for publishers, equipping them with the insights necessary to optimize their content strategy in an increasingly competitive digital landscape.

Here are four key reasons why publishers should consider implementing content analytics software:

1. Increase Reader Engagement

Content analytics software serves as a window into audience behavior, providing data on how users interact with content. By understanding behaviors such as time spent on a page or the specific content that garners the most engagement, publishers can identify what truly resonates with their audience.

Furthermore, with a deep understanding of user interests, publishers can personalize content to match individual preferences. This level of personalization enhances the user experience and increases customer engagement, fostering a loyal readership.

2. Improve SERP Ranking

The effective use of keywords is integral to a content piece’s visibility in search engine results pages (SERPs). A content analytics tool can provide insight into the performance of specific keywords, empowering publishers to refine their SEO strategies for optimal results.

Additionally, understanding who is linking back to a content piece can reveal potential partnerships and areas for improvement. By analyzing backlinks, the team can further enhance their content’s credibility and reach.

3. Conduct Competitor Analysis

The ability to monitor competitors is another compelling reason to use content analytics software. These tools often include features that allow publishers to compare their content performance against competitors.

This can highlight areas of weakness and strength, informing the marketing strategies moving forward.

4. Measure Content Performance

The capacity to track content performance over time is a key feature of content analytics software. It provides a historical perspective on strategies, particularly when it comes to evergreen content, helping the team understand how changes impact business outcomes.

Moreover, tracking key metrics related to revenue, like ad revenue or subscriptions, enables publishers to measure the return on investment of their content efforts. By aligning analytics with financial outcomes, the team can ensure the content strategy supports the broader business objectives.