For years now, the internet has created a massive platform regarding brands to share content with their target audiences. But will be your brand taking advantage of its complete potential?
If web analytics aren’t incorporated into every part of your content online marketing strategy, the answer is no.
Google Analytics and other web analytics platforms provide so much data that it can be overpowering to navigate. As a result, a few brands only do the bare minimum when it comes to analytics (like just tracking basic web traffic numbers) or don’t use it in any way. It’s no surprise then that will even though 91% of brand names today use content marketing , only 9% are fully pleased with their results.
You don’t need to get into that bucket. Using the simple, focused tactics we protect in this article, you can leverage web analytics to improve your content marketing strategy right away.
- Web analytics can help you enhance your best-performing and underperforming content to drive more visitors and higher conversions from both.
- You can target your articles more effectively by using web analytics to understand your audience.
- Matching on-site search queries along with your SEO keywords can make sure your content strategy is in-line with user intent plus needs.
- Google Analytics offers automatic reports that can help create data an integrated part of your routine.
How web analytics can help you improve content marketing
Leverage your best performing content
2 important things to cover here: First, do you know which content associated with yours is performing best? If you don’t, it’s time to find out. Second, if you do know, are you currently capitalizing on its potential for even better ROI ?
In both instances, web analytics can help.
Let’s start with obtaining content that’s performing. Utilizing the Google Analytics platform, you can use behavior review reports to see total page views, exclusive page views, and typical time on the page. These metrics tell you which of the blog articles, landing web pages, and other content are getting one of the most hits.
Here is a screencap of what looks like:
Once you have that information, it’s time to optimize it much more. To start, you can identify topic trends and create more excellent content around the topics that interest your audience most. You can also utilize those well-known pages to link to other people that you want to get more traffic.
It’s important, as well, to understand what your customers are doing after they interact with your well-known content. Are they reading it and leaving? Completing your own call to action?
You can find out using the Google Analytics behavior flow report, which usually tells you how people undertake your website. Information on this record includes how people turn up on your site, where they go from your landing page, and in which the most frequent drop-off points are usually.
The record looks like this:
This information is important because if you have pages that are sketching high traffic but not pressing customers to the intended next thing (like subscribing or beginning a free trial), you have a skipped opportunity on your hands. Usually, it means that users have no a clear path to take right after reading that content. Making use of Google Analytics, you can identify where these instances can be found and take the right procedure for close the gaps.
Improve content that will isn’t performing
It might not be as enjoyable as checking out your most popular content, but looking carefully at underperforming content is simply as important.
Making use of insights you gain from internet analytics, you can make improvements to these pages that can turn them around. You can also identify instances where content is no longer needed or relevant and take it off so your website is much less cluttered.
In the same manner you used them to discover and optimize popular content, you can use behavior overview and behavior flow reports to get content that needs a boost. After that, it’s time to make decisions about which content requirements updating and which you can get rid of totally.
The great news? Research by HubSpot lately found that newly optimizing underperforming content doubled (! ) the number of leads generated by old posts.
Here are some ways you can improve old posts to improve their performance:
- Add visual content such as images and videos
- Update headlines to generate them more compelling
- Enhance SEO best practices
- Re-optimize along with long tail keywords to drive organic traffic
- Add or update calls to action to align with consumer intent
Target your content effectively
Audience reports in Google Analytics have troves of important information about your users that can help you target your content more effectively. You can see demographics data, consumer loyalty (how many times users returned), location and much more.
Google also has huge collections of user information and audience groups like affinity (based on interests) and in-market (based on recent purchase intent) which you can use to better target paid advertisements and gain insights regarding which audiences you should focus on most with your content.
Content marketers spend so much time working to understand their audiences with strategies like customer segmentation plus user gentes . Web analytics is really a powerful tool that can be used to try these hypotheses and make informed, objective decisions.
Take a data-driven method of driving conversions
Engaging your audience with content is a great start, however your ultimate goal should always become to convert paying customers. Web analytics can help you generate conversions with a variety of tools.
Remember these behavior flow reports all of us talked about earlier? They can tell you which pages and content material are driving the most visitors toward your points associated with conversion, like free trial web pages or email subscription forms.
You can also utilize the report to understand which of those conversion points are many successful, and increase your usage of them in other places. At the same time, you can take a closer look at your highly-converting content that more content like it to yield even bigger results.
Match on-site search queries with your SEO keywords
Providing a search bar feature on your website is one of the best ways you can be familiar with intent of users who visit your website. Using web analytics, you can see exactly what users are looking for internally on your site.
The Google Analytics on-site search report is really a key tool for accomplishing this. It looks like this:
Here is a deeper dive straight into how you can leverage on-site search for detailed insights:
Once you know what people are searching for on your website, you can compare this to the SEO keywords you are targeting to make sure they’re aligned.
At the same time, you are able to analyze internal search tendencies to understand what people may not be acquiring with simple site navigation. This information is important because you can adjust your navigation menus, page hierarchy, content groups, and other components to make it easier for your users to find exactly what they’re looking for.
Use web analytics to create data routine
To truly make your content strategy data-driven, data needs to be incorporated into your marketing team’s programs. Making this happen is simple along with Google Analytics. You can setup automatic hourly, daily, every week, and/or monthly reports that will ensure you and your teams stay consistently up-to-date on functionality metrics.
Delegate your web analytics monitoring
If you’re a company owner, you probably don’t have considerable time to dig through data make up reports. So , how can you integrate web analytics into the content strategy to attract visitors, generate leads, and raise sales?
Did you know that web analytics reporting is a core service offered by content marketing agencies? By partnering with professional articles creators and SEO strategists, you can build an impactful, data-driven content strategy without having to go through the time-consuming and costly trial and error that often comes with dealing with web analytics for the first time.
The post How Web Analytics May help you Improve Content Marketing appeared first upon Marketing Insider Group .