CHAPTER 21
Using Data to Optimize Content Performance
BY BRIAN PIPER
Perhaps we could write code to optimize code, then run that code through the code optimizer?
STEPHEN HAWKING
Let’s dive into some of the places where you can find deeper insights into your data. We’ll look at how you can use those insights to inspire your creative process and optimize existing content to increase performance and attain your goals more quickly.
As Chris Penn of Trust Insights says: “Here’s the part that goes wrong with all content marketing analytics. You don’t do anything with it.” If you just collect the data and don’t leverage the data to make changes and try new things, you’ll never improve your process or your content.
One of the most effective things you ...
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