Based on the analysis results of the five indicators summarized in the content marketing, enterprises can carry out a full range of optimization from the product or service end to the marketing end, which can be roughly divided into the following six points.
(1) Target audience. When the proportion of a certain type of audience among the visitors of the enterprise homepage is relatively large, it is advisable to consider designing post content more around this type of audience. This information can help enterprises compare the expected audience of the published content with the actual audience, so as to adjust the target audience.
(2) Cater to the needs of the audience. Pay attention to those posts that perform well, and find the common points of the content of these posts based on statistical analysis. For example, video and picture posts are more popular than text posts. In future promotional designs, video and picture posts can be appropriately increased to achieve the purpose of promoting the enterprise more.
(3) Make up for deficiencies. If it is shown that someone has hidden or reported the enterprise’s posts or advertisements, it means that the enterprise’s posts may be offensive or contain worthless content. At this time, it is necessary to conduct a specific analysis of the problematic posts to find out those advertisements with inappropriate content, improper use of pictures, too much text or unclear information, so as to improve them and avoid a vicious cycle. If possible, a whistleblower reward system can be adopted to improve the quality of the company’s posts on the one hand, and to provide service remediation on the other.
(4) Create posts with appeal. Posts with appeal can guide the audience to achieve specific goals, such as sending messages or opening websites. Companies can add corresponding call-to-action buttons when creating ads to attract audiences to take action, so as to understand how to better add call-to-action buttons for the next ad.
(5) Post on a scheduled basis. In order to plan ahead and post in an orderly manner, choose the time when the audience is most likely to be online. In this way, even if you are not in front of the computer, you can ensure that the post is published at the right time. This requires understanding how to schedule posts.
(6) Optimize post positioning. The “Performance Analysis” tab of the public page will display information such as the interests and age distribution of the page audience. Companies can also view performance analysis on the actions taken by users on the page (such as the number of clicks on the call-to-action button) and the interaction indicators of the posts. This information can help companies understand what kind of audience is and what content is more likely to attract them to participate in interaction.