The content analysis describes the process of collecting and analyzing assets on a website, such as a landing page or blog. Content monitoring maintains website inventory and provides content information to be created, updated, revised, or deleted.

The effective content analysis gives online marketers a high-level view of all content efforts required. Audits are the perfect time to review the plan and find out what is working and what isn’t. With this information in hand, the site owner or manager will be better equipped to determine the company’s future marketing efforts.

Importance of Content Analysis

Researchers use content analysis to determine the message, intent, and impact of communication content. Perhaps, it can be used to analyze any text or written conversation, so this is the main fact that researchers use for content analysis.

They can also make assumptions about the creator and audience of the text to be analyzed. In addition, content analysis is used in a wide variety of complex fields, from gender and age issues to psychology and psychological science, marketing and media studies, literature and rhetoric, sociology, and political science, ethnography and cultural studies, and many other fields are in demand.

Also, content analysis shows the close relationship between social and scientific knowledge and plays a very important role in improving intelligence.

What Are the Different Content Analysis Methods?

There are two general types of research: conceptual research and social research. Concept analysis determines the existence and frequency of concepts in a text.

Correlation analysis expands on conceptual analysis by examining the relationships between concepts in a text. Each type of analysis can result in different results, conclusions, interpretations, and implications.

Conceptual analysis

Generally, people think of concept analysis when they think of content analysis. In concept analysis, concepts are selected for analysis including defining and quantifying their presence. The main purpose is to analyze the condition of the selected method in the data.

To begin a conceptual analysis, first, identify a research question and select a sample or samples for analysis. Next, the text should be coded into a manageable content format. It is a process of selective reduction. By reducing the text to sections, the researcher can focus and record the words or patterns that speak to the research question.

General steps for conducting a content analysis of ideas:

1. Decide on the research level

The first thing you need to know is what you are looking to uncover, and more importantly, how extensively you would like to cover it.

For example, do you want to determine the type of content people are enjoying most and leave it at that, or do you want to take it a step further and determine what the content is, why it works and how it can be improved.

2. Select your concept

Create a series of categories or predefined concepts or relationships. Decide whether to: A. allow changes to add scripts from the source code or B. Stick to the pre-defined writing style.

Option A provides the opportunity to introduce the analysis of new important factors that may have important implications for the research question. Option B allows the researcher to focus and analyze the data for specific hypotheses.

3. Decide whether you want to code presence or frequency of thought

The decision changes the code. When coding for the existence of a concept, the researcher will only count a concept if it appears at least once in the data and regardless of how often it appears.

When listing the frequency of ideas, the researcher will count the number of times the idea appears in the text.

4. Decide how you will distinguish between concepts

Should the code be entered exactly as it appears or should the code be entered when it appears in different formats? For example, “dangerous” versus “dangerous”. The idea here is to create privacy laws to deal with these issues clearly and reasonably. These rules can make all these parts of speech fall into one category, or perhaps the rules can be developed so that the researcher can identify these parts of speech into different codes.

What level of commitment should be left? Words that show an idea or words that express the idea well? For example, “dangerous” vs. “the fearful person” vs. “This person can hurt me.” These parts of speech may not necessarily have separate articles, because of the meaning of “dangerous”.

5. Develop rules for coding your text

Once the decisions in Steps 1-4 are complete, the researcher can begin to develop rules for converting the text into code. This will make the code structure organized and consistent. A researcher can code exactly what he wants to code.

The coding process is considered correct when the researcher is consistent in their coding, that is, they follow their translation rules. In content analysis, adherence to translation rules is appropriate.

6. Decide what to do with nonessential information

It should be ignored (for example English words like “the” and “na”), or use the re-analysis of the encryption scheme if it adds to the results privacy?

7. Save text

This can be done manually or with software. Using the software, researchers can enter scripts and have the software automatically code them quickly and efficiently. When coding is done manually, an auditor can identify errors (e.g., typos, spelling) more easily.

If you use a computer code, the text can be deleted from the error to include all available data. This manual or computerized decision is most important for clear information while team preparation is important for correct coding.

8. Analyze your results

Draw conclusions and generalizations where possible. Decide what to do with unnecessary, unwanted, or unused text: review, ignore or revise the privacy policy. Explain the results carefully because the content analysis of concepts can only clarify information. In general, patterns and principles are recognized.

Relational analysis

The relational analysis begins as a concept analysis, where concepts are selected for consideration. However, research involves examining relationships between concepts. Individual thought is seen as having no meaning, rather meaning is a product of the interaction between thoughts.

To begin researching related content, first, identify a research question and then select a sample or sample for research. Research questions should be focused on in such a way that conceptual models do not depend on definitions and can be generalized. Next, select the text you want to analyze.

Carefully select the text to be analyzed first to have enough information for in-depth analysis so that the results are not limited to the amount of information so that the submission process is difficult and difficult to provide insight.

There are three social research categories to choose from before proceeding with the general process.

Extractive effects: An emotional analysis of clear ideas in the text. The challenge for this approach is that emotions can vary over time, population, and space. However, it can be effective in bringing out the emotional and psychological state of the speaker or the writer of the text.

Close analysis: A review of the integration of clear ideas in the text. Text is defined as a string of words called a “window” that is checked for recognition of ideas. The result is the creation of a “conceptual matrix”, or a group of interrelated concepts that will show the details.

Cognitive maps: A cognitive map attempts to create a representation of textual information as a diagram that shows the relationships between concepts.

Important Steps for Content Audits Checklist

The format you choose and the data you collect and analyze will vary based on your content goals and overall strategy. However, it can be useful to start with a content analysis template to ensure you check the relevant boxes in your analysis.

Step 1: Determine the purpose of the content analysis

Your content goals can include any of the general benefits we mentioned above, such as increasing organic search traffic, engagement, and conversions.

Step 2: Identify KPIs and insights for your content analysis

There are a few metrics you should use to tailor your content to your goals. These types of data are scientific and are considered qualitative. They are all important. They include SEO, behavioral metrics, and audience data.

Step 3: Customize your content analysis template

Consider the content you want to explore. Identify the type of content on each page you browse. Consider the part of the content that you want to focus on. You can create a spreadsheet in Google Sheets or Excel. Add columns for basic content information, SEO data, analytics, and finally, content strategy.

Step 4: Collect data for your content analysis

There is a lot of data to analyze. Fortunately, there are website content analysis tools and analysis tools at your disposal to streamline the process.

Step 5: Review content and make recommendations

Now is the time to evaluate your content based on the goals you set and the metrics you collected. Create an “Action” column to determine the next step for each content page on your site. Keep Google’s advice in mind when reviewing your content:

Manually updating content rewards content that gives visitors a satisfying experience, while demoting content that doesn’t meet visitor expectations. Publish engaging, targeted content, while using SEO best practices to provide searchers with additional value.


One of the biggest advantages of online marketing is that you can collect data based on everything your user does. This data can improve your business. You can share your ideas with your sales team, customer service representatives, product, or service developers, and even your business leaders.

The more you know about your customer’s interests and behaviors, the better you can use your product or service to meet their needs.

Investing in content analysis tools can save your team time and money while improving your results. Of course, if your website only has five URLs, you can manually organize your data into an Excel spreadsheet. But for larger websites, optimizing content analysis is very important.