The Fundamentals of Content Analytics: A Practical Guide for Marketing and Communications Professionals

From feature stories and blog posts to explainer videos and social media campaigns, content teams are producing more than ever-often with limited visibility into what’s working and why.This book bridges the gap for professionals who need practical, strategic analytics skills but lack technical backgrounds. Featuring a clear, accessible, and actionable approach, author Russ Bahorsky brings a research-informed perspective to using content data to drive better decisions in today’s digital-first organizations.The book introduces foundational concepts in content measurement, to help you formulate better research questions, and how to collaborate with data experts.With real-world case studies and accessible frameworks, it demystifies analytics without oversimplifying it.Web Content Analytics is not a book about becoming a data scientist-it’s a book about asking better questions, building smarter processes, and creating content that connects.What You Will Learn Align content analytics with bu