For commercial teams
Take a look at either a sections or a tags listing page. When you’re thinking about the goals of your campaigns, you first want to consider the primary KPI you need to focus on with your brand partners. Then, align them with the content that has already proven to perform best in this area. Do they want reach? Focus on social referrals or social interactions. Do they want audience alignment? Give preference to Returning Visitors or Average Engaged Time.
Use these page to understand where your core competencies lie, and new ways to pitch the value of your audience. Perhaps you’ve already written about a topic or brand relevant to your campaign. How can you use this information to tell the best story about your audience to your advertisers?
Don’t forget to consider how much content exists in each of these verticals–if a section or tag performs well, but doesn’t contain many posts, it may not be able to fulfill the requirements of your agreement.
For more in-depth info on how to use content analytics to support your campaigns, check out Sponsored Content vs. Editorial Content: Does it have to be either/or?