How to Become a More Data-Driven Content Curator in Under 10 Minutes

April 19, 2018

Insights Blog Post Header - Bicycle in front of teal mural

Data is everywhere, and for good reason. It can teach you about where your visitors come from, how they found you, what they do when they do when they arrive and how they make decisions.

But more data isn’t always better, especially when it comes to finding visual content. If you’re looking for the perfect photo to promote snowboard season in a Facebook ad, high-level cohort analysis might not be of much import. Cohort analysis is definitely useful to your organization as a whole, but in the context of finding visuals, it doesn’t help you make a decision.

In the moment, what you need is something that tells you which of these photos is going to get the most clicks.

 

 

We built our insights features with your core marketing tasks in mind, providing simple, accessible data that helps you evaluate your visuals and make informed decisions.

So which of those photos should I use in my ad?

Based on how it’s been performing, we’d go with this one.

 

How do we know? Because we track the engagement each of those photos gets when potential visitors see it on websites, blogs, and other digital properties.

Selection of snowy mountain photos with skiiers and snowboarders - includes performance stats

 

Photos that have already been proven to resonate with potential visitors are likely to generate more clicks when used in ads.

Give the people what they want!

The ability to identify top-performing individual photos is valuable on its own, but you can’t use the same image forever. You’re always looking for the next photo, because you know you’re going to need it soon.

Don’t worry, we thought of that.

If Newfoundland and Labrador wanted to run a campaign to promote outdoor adventure in the province, they might create a series of 10 ads that all feature waterfalls. If they wanted to promote it on Twitter and Instagram, they might not want to use the same photos from the ads. And what if they decided to put together a landing page to anchor the campaign? They’re going to need photos for that too. Suddenly, they need dozens of great visuals.

With CrowdRiff, you can use engagement data to knock that formerly time-consuming task out in seconds.

After finding a top-performing photo, our Similar Photos feature can connect you with related content to use in your campaign.

 

 

 

Not only does the task get done faster, but by using measurably strong photos as a starting point, you’re using what you’ve learned to make a data-driven decision.

What about my website?

Similarly, you can use top-performing photos to shape your visual content on your website. In the example above, Newfoundland and Labrador could just as easily use their new stockpile of waterfall photos to fill their homepage with a themed gallery, taking a cue from their audience to deliver in-demand content that boosts page performance (time on site, engagement, etc.)

Speaking of galleries, you can also use CrowdRiff to see how they’re performing as a whole.

Graph with pink bars showing gallery performance over time

Views, interactions and engagement rates are available for each gallery, allowing you to monitor things like…

  • How much more people are clicking your galleries since your website redesign
  • How engagement has increased since you moved the gallery’s position on the page
  • Which photos have been most popular this week

These are easy ways to get feedback on your content strategies, allowing you to quickly recognize what’s working and what isn’t so you can double-down or course-correct more nimbly.

  • Has engagement on your homepage gallery increased dramatically since last week? Those new photos you added must be working…
  • Have interactions decreased on your restaurants gallery? Maybe that layout change isn’t working…

You can also compare galleries head to head to gauge relative performance.

Table with grey and pink text comparing gallery performance

 

It’s not just what data you share, it’s whom you share it with!

When it comes to analytics, something that often gets overlooked is that not everyone has access to their team’s analytics tools and dashboards. You can do a lot with Google Analytics, but sometimes only the inbound marketing team has access to it. For you as a visual marketer, if there’s data that’s going to help you deliver better results, you need it in front of you.

Just as important as providing the right data is providing it to the right people. We developed our insights suite with a simple mandate: help people that need visuals find better visuals.

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