What is content analysis?  How to do Content Analysis?

Content analysis is a qualitative or quantitative study of content on media to obtain an understanding of how and why information is communicated. It is often used by media scholars, business experts, scientists for various purposes.”

Content analysis 

So, what does content analysis exactly mean? The content analysis gives analysts the power to “dig deep into” and analyze media such as television shows, movies, websites, and other sources. 

One of the most basic forms of content analysis is Stratification Analysis. In Stratification Analysis, people are categorized using the following characteristics such as age, gender, occupation. Four main stratifications exist are: 

  1. Nation, 
  2. Region, 
  3. Industry,
  4. Occupation 

The way these stratifications are manifested is by dividing different groups in society according to certain factors such as age or gender.

Here are the basic steps for content analysis:


  1. Identify your target audience

It’s important to know who you’re looking analysis report for before actually looking at the content. Your analysis report must address to queries of target audience. 

  1. Determine the purpose of this piece of content

When trying to determine the purpose of this situation, think about what you are trying to do with your content analysis and why you think this piece needs more information on it. 

This will give you context for what kind of audience you might be looking for. From there, try to identify specific demographics within each group that is represented in the content.

  1. Identify the author

If you’re looking for a specific individual, look at the headings or the tags on each piece of content (usually there’s a way to quickly see these in Google Trends by typing something into the search box and clicking on “Sponsored” or “$”). 

  1. Enrich your data

If you’re looking at a specific writer, make sure that you have their entire body of work. Make sure that you add any new content from other sources that would have appeared after the original publication of your content (new comments, retweets, etc.).

  1. Identify ‘public opinion’

Once you’ve identified the audience for one piece of content or one writer by using the above steps, find other details of content where they are talking about similar topics. 

These can help you see whether or not they are speaking with great frequency and in different contexts to establish a pattern. Afterward, use another tool to see how others in the same field respond to this person.

  1. Plot your data

If you are looking at a piece of content that is regular, daily, or at least weekly, try to collect all of the data from sources (on blogs and social media) and determine how it changes over time.

This can be done using tools such as Google Trends and Chart.ly. This will also help you to see what trends seem to be keeping people reading and paying attention to this author’s/content’s words, which can show you whether they’re relevant or not.

  1. Identify ‘keywords

Before going into a piece of content, check the first few lines to see whether there are any keywords that seem to be popping up over and over again. 

  1. Extract keywords

After seeing what your keywords are, use another tool such as Keyword Planner to extract all of the keywords in the piece of content so you can start identifying which ones seem most popular.

  1. Ask the question:

Before doing any content analysis, try to ask yourself why you are conducting it in the first place. The answer to this question can help you make sure that you’re getting the information that you need out of your work and will ultimately help you identify your target audience (and what they are trying to find).

It’ll also help you understand why you need to conduct a content analysis in the first place.

  1. Target your content

Once you’ve identified a target audience for the content, start looking at what other pieces of writing are being published and try to figure out where they’re coming from. 

  1. Look at the author’s tone

When reading a piece of content, try to pay attention to the author’s tone. If they are speaking in a condescending way or with too much pride, then you’re probably not going to be able to get much useful information from them in your content analysis.


Q1. What is content analysis?

Ans: The process of analyzing text to gain an understanding of how the text is organized and how the writer uses words, images, or symbols to express meaning.

Q2. What methods can be used for content analysis?

Ans: There are four main approaches in performing a research study: qualitative and quantitative data collection, ethnographic research (researching human behaviors), naturalistic inquiry (researching humans under natural conditions), and case studies.

Q3. What is qualitative content analysis?

Ans: Qualitative analysis of online texts focuses on the meaning that is being conveyed. It looks at the author of the text and what their position or point of view might be. It looks at how this information was gathered and how it was organized into a coherent message.

   Q4, What steps are involved in qualitative content analysis?

Ans: There are several important steps in doing a qualitative content analysis. First, conduct an exhaustive search to find all relevant sources related to your topics, such as websites, newspaper articles, video clips, photos, and television news clips. Next, decide the unit of analysis (which could be a single paragraph or several paragraphs).


Content analysis refers to the practice of studying the communication process through interpreting messages conveyed through various forms of media. Through these multiple forms, analysts can then identify how messages are portrayed through different media at different times.

Accomplishing content analysis as per the steps mentioned above will surely provide the best results. Also, it will help to enhance your upcoming content quality and affectivity. 


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