How to Use Analytics to Decide Your Next Piece of Content

Stop Guessing, Start Looking

Most creators burn themselves out trying to guess what to post next. You sit there staring at a blank screen, hoping some genius idea pops up. Meanwhile, the answer is already sitting in your analytics.

Your audience has been voting with their clicks, views, and time spent. The problem is, most people never stop long enough to actually check what those votes are telling them.

Your Best Ideas Are Already Proven

Here’s the reality: if one of your posts, videos, or emails outperformed the rest, it’s not luck. It’s a signal. Your people are literally telling you, “More of this, please.”

• Got a blog that keeps pulling steady traffic months later? That’s a topic worth doubling down on.

• Posted a Reel that blew up compared to your usual reach? Don’t just celebrate, make more in that same lane.

• Have an email that got double the replies? Mine that subject for follow-ups.

Instead of reinventing the wheel, build more wheels like the ones already rolling.

Patterns Don’t Lie

Analytics also show you the bigger picture:

• Traffic spikes → What caused them? Was it a specific keyword, a shoutout, or a certain type of post?

• Engagement peaks → Which formats keep people commenting or sharing?

• Search terms → What exact words are people typing before they land on your page? Those phrases are content gold.

And here’s the good news: you don’t need fancy tools to get this info. If you’re using Squarespace, you already have built-in analytics that show your top pages, traffic sources, and search keywords. It’s simple, clear, and gives you exactly what you need to make smarter decisions without drowning in data.

From Data to Next Step

Here’s how to make this practical:

If your YouTube tutorial on “beginner drills” took off, your next videos could be “intermediate drills” or “drills for busy coaches.”
If your blog about “pricing your first course” keeps climbing in search, your follow-up might be “how to raise your price without losing buyers.”
If your Instagram carousel about “time-saving tools” got a flood of saves, your next one could be “my top 3 AI hacks for creators.”

Your next content idea doesn’t have to come out of thin air. It can come straight from what’s already working.

The Real Win

Analytics don’t just save you time, they save you from wasting time. When you let the data guide you, you stop throwing spaghetti at the wall and start doubling down on what actually connects.

The guesswork goes away. The overwhelm drops. And suddenly, content creation doesn’t feel like a grind. It feels like momentum.