Content analysis is a tool used to discover and track the use of certain words, phrases, and concepts within a set of text. Content analysis provides a method for content analysts to quantify and evaluate the frequency, meaning, and relationships between those words, phrases, and concepts. You can also use it to gather information about content creators and their audiences.
Content analysis can be quantitative, where an analyst counts and measures the content to determine a pattern of usage, or it can be qualitative, where the analyst focuses on interpretation and understanding to determine common themes and concepts. Either way, the results of this investigation are categorized and then later analyzed.
Content analysis usually begins with a clear idea of the nature of the investigation: What is the question that the analysis is meant to answer? From that question, sometimes known as the research question, a typical workflow would be as follows:
- Select the content to analyze
- Define what words, phrases, or concepts will be recorded
- Determine the rules for coding
- Gather the data based on these rules
- Analyze the data, then draw conclusions based on the analysis
Content analysis provides a method that relies on observation from a distance. The act of analyzing content in this way ensures there is no bias or interference in the results. Effectively managed content analysis is a reliable and organized way to gather the information that is easily replicable by other analysts, ensuring consistent and accurate information about the content. Content analysis is an easy and accessible methodology that is not inherently time- or locale-sensitive, providing flexibility in how to execute the analysis.
By employing this methodology, strategists can use the analysis and conclusions to help design content that better suits audience needs.
