What is Content Analytics?

Curious about content analytics? This technique is actually somewhat difficult to define. That’s because it can be used in a wide variety of ways, to a wide range of ends. Here we’ll be distilling the many possibilities of content analytics into a clear-cut definition you can use to further your understanding of the technique and its multiple applications within your business.

What Does Content Analytics Measure?

Considering the “content” which content analytics analyses is a good place to start building a definition of the technique. Content analytics focuses on the more chaotic types of content within a business, the unstructured kind. While every business will have plenty of structured data, in the form of spreadsheets and databases etc., the vast majority of information owned by a business will be unstructured, taking the form of:

  • Email correspondence
  • Social media interactions
  • Digital assets
  • Business-owned documents

All of this information is much more difficult for businesses to access and gain a broad, over-arching picture of than structured data. That’s where content analytics comes in.

What Does Content Analytics Do?

Content analytics helps turn all of this disparate and difficult-to-organise content into statistics, trends, ideas and insights via smarter organisation. How the technique is used, and the tools used to perform content analytics, will vary widely depending on what each unique business wants to achieve with the practice. For example:

  • Do you want to use content analytics to uncover trends which reveal future opportunities for your business?
  • Do you want to use the technique to discover how your employees are accessing and using content to help streamline your processes and systems?
  • Do you want to monitor the type of content which is being created within your organisation to reduce time wastage and overlaps?

There is a huge array of applications for this technique and a wide range of tools which can be used to achieve its diverse goals, including:

  • Web analytics
  • Social media analytics
  • Digital asset management
  • e-Discovery tools
  • Faceted search tools
  • Text analysis
  • Content de-duplication tools
  • Metadata tagging
  • Sentiment analysis

Content Analytics in a Nutshell

Now we’ve explored what content analytics can do, let’s drill down to expand upon what content analytics really is…

In a nutshell, content analytics is a combination of Business Intelligence (BI), blended with search technologies and content management. This blend makes it possible for businesses to organise and examine their unstructured content to achieve anything from increased efficiency, to plotting out future roadmaps for the business based on discovered trends.

At Margolis, we help businesses get to grips with their unstructured content and data, offering smart services like document management to streamline processes and help businesses get the most out of the content they produce. To find out more, please contact us today on 01689 473 683.


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