13. Use analytics to find out what's working and what's not. "Web analytics are your friend (as are your social analytics if you're pushing out posts through your social channels)," says Beth Monaghan, principal and cofounder, InkHouse, a PR firm. "What search terms are bringing people to your site? Which blog posts are garnering the highest traffic? Which ones are keeping people the longest? By quickly revisiting and analyzing your analytics every few weeks [or weekly], you can be strategic about which topics resonate the most, and which ones do not," she explains.
"You should also look to see what content is being amplified through social channels using a tool like Brandwatch," she adds. "With [that] data in hand, you can create a strategy (including a calendar) that looks to leverage the topics that are of most interest to your audience."
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