How Google Analytics Can Help Measure and Improve Content Marketing

It’s a no brainer that why every leading business has its own personalized and well-equipped marketing tools. In modern days like now, where there is a lot of information circulating everywhere, one simply needs an effective method to convert “information” into usable data and “plans” into actionable steps.

From Google to companies like Segment, Kissmetrics, and Mixpanel, there is a wide range of platforms that allow you to convert your website driven data into comprehensive yet advanced, never thought before analytics. Unless you are a novice in content marketing, you must know that no one does it better than Google Analytics.

The hard part comes later in the stage where marketers have to derive actionable insights from the collected data. By integrating Google Analytics in your business you can see what leads your business and what is holding you back.

To be precise it helps you to track how well your content marketing strategies are working and also highlights the lagging segment which you need to work upon.

Andy Hughes, the founder at PBNPilot, puts it as:

“The core advantage of data is that it tells you something about the world that you didn’t know before.”

This should clear your thoughts on why to incorporate Google Analytics into your content marketing business. Google gathers all different sorts of data about your business and your customers as well.

You only have to incorporate and sign up for Google Analytics to use that accumulated data to your benefit. The best part is that it is free to use. Google Analytics simply converts the data to put it all together in the form of numerous comprehensive reports.

It can help you to understand how your customers and visitors are interacting with the website and the content on it.

With the help of Google Analytics, you can segment your audience which then can be used to develop various reports and marketing strategies, including:

  • Referring links
  • Time on site
  • Page views
  • Visitor type
  • Bounce rates
  • Returning visitors
  • Mobile visitors
  • Desktop visitors
  • Screen Resolution & Conversion/Bounce
  • Organic visitors
  • Paid visitors
  • Traffic Source/Medium
  • Location/Geography
  • Average time spent on a page, and much more

Google keeps track of your visitors and critically examine their behavior on your content, be it a video, blog, or any social media post.

With more precise data you can make next to the perfect decisions regarding your future campaigns. Equipped with Google Analytics, you can also find out answers to:

  • Where are the leaking pages and how to fix them
  • What is your trending page
  • Gaps in your content marketing
  • Which content is a massive traffic generator
  • Understand exactly how effective your marketing efforts are and if they’re providing a return on investment.

Here are some great tips from leaders of content marketing for you to incorporate in your content marketing business:

SEO (Search engine optimization)

Yeah! Yeah! You have heard of it, but do you really understand how it works for you? Almost every website and blog generates visitors through search engines, largely from Google.

Therefore content marketing articles should incorporate such a set of keywords that consumers or the decision-makers use while searching for information on that particular topic.

Content marketers start the process by identifying the top keywords or phrases through a tool like Google’s keyword planner and including those keywords in the article headline, paragraph(s), and body copy.

These selected keywords or phrases should also be used in the hidden metatags such as the article description that search engines use to classify content.

Viewers’ engagement

As many content marketers realize how crucial it develop intuitive and engaging page, yet fail to the expectations. The page as a whole should be consciously developed to be engaging including bottom as its part.

Above that, the intent should be clearly communicated to the readers. Looking at the intent also involves connecting page views to key performance indicators like revenue or conversions which most of us fail to do.

Have an objective and know when viewers leave

It is very essential to set up your objective ahead of all so that you can align your reports and track user interaction and engagement for valuable feedback on what works and what doesn’t in terms of your defined objectives and goals.

Referrals’ Learning

Look at the websites, excluding social media or search engines which have brought you the most traffic. Analyze what the top 50 are writing about, to who are they linked, and what is being shared by their writers or founders on social media.

Using this intelligence you can create content that you feel confident is up for your referral viewers’ alley.

Translate Audience Data

Google Analytics will provide you with the “new vs returning” behaviors of your readers. By studying these patterns, you can learn more about audience behavior, how to acquire new readers, and what makes your current ones tick.

Audience data translation is all about interpreting your audience’s behavior to develop strategies for better content marketing.

Checking on page leaks

Many websites should work on their funnel visualization to understand page leaks and drop-offs. Google Analytics report will help you to understand how much traffic is dropping off at each funnel step.

Setting up local Site Search

Google Content Analytics tool helps you to determine to which extent visitors are using your site’s search function(s). It equips you with identifiable keywords used by visitors to look for specific content on your website. Additionally, you will be informed about how effective the results were in engaging audiences.

Lead the path and user flow

Most of the user doesn’t have a clear path to take after reading what they were reading last on your page. As much you love high traffic, you need to guide your visitors to the next content making it a smooth transition.

Google Analytics also provides insights on the behavior of user flow which basically means how the transition goes from one webpage to another.

Having this information you can come up with innovative ideas based on your content, to manage the user flow adding it to your advantage.

Identify Low-Speed Pages

Believe it or not, some of your pages are inevitably slower than others. In some cases may be much slower than you expect it to be. With the help of GT Metrix you can easily identify such traffic killers.

Catherine Park

Catherine Park is a connector with Caffeinated Projects who help businesses find their audience online. She loves writing and is fascinated by the role information plays in today’s ever-changing world.

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