You must have seen a blogger or an influencer’s profile on Instagram with millions of followers. Their popularity has reached an extent where a lot of brands have associated with them and have grown and flourished.

How do you think they attract such a large number of people to their page?

Because these influencers create exactly what their target audience wants to see. They create and collate content which is guaranteed to engage the audience.

But how do they know what the public wants to see?

Here’s where content analytics comes into the picture. True, content is the king. But, in today’s content-rich ecosystem, merely creating and publishing content will not return the desired outcomes. One must understand what the audience requires, their online behavior, and accordingly create and optimize their content.

Now let’s look at the publishing industry.

Digital publishers and self-publishing authors also create a lot of content for their readers, from educational eBooks to fiction novels. As user engagement and content reach determines the probability of eBooks sales, it is important to focus on these two aspects for better sales opportunities.

Publishers and authors have only one way to find out if their digital publications are engaging enough for the audience- through content analytics.

Related: 5 Ways to Use Learning Analytics in K-12 Education