All of us are aware of the in-depth detail that Google analytics has to offer. It is indeed a powerful tool as it provides you the relevant data related to your website.
And one of the most essential fields that make use of this highly informative data is the SEO, social campaign and PPC section of your website. The site owners make sure to implement the Google analytics data in the process of improving various aspects of their website.
But there is one particular field, whose functionalities are not related to any data-driven strategies, but you can definitely benefit from the Google analytics data. This is a field where the creative endeavors play a prominent role in molding the overall effectiveness of the website: The field of Content Marketing.
Uses of Google Analytics for better Content Marketing
- Determining Your Most Popular Content
- Identifying The Post With The Most Conversion Potential
- Setting Up The Goal
- Re-Testing Your Content For Mobile Users
Now you might be wondering about the know-how of using Google analytics to garner results from your content. So, in order to help you understand this better, we will be taking you through the following steps:
1). Determining Your Most Popular Content
The main purpose of the content that you post on your website is to not only educate the audience but also to make them convinced to start using your products and services. With a perfectly written content, you always aim at attracting the potential customers towards your products, brand, and organization.
When you are putting up a perfectly crafted content for your website, you would be having the following set of goals in your mind:
- Make people visit the main product pages
- Make the potential customers sign up or perform a transaction.
- Make the visitors spend some time on your page
- Make the visitors to download any relevant content that would alter their buying decisions.
And how is Google analytics going to help you out with your content’s objectives? The answer is simple. You can make use of the data from Google analytics to find out the most popular content on your website. And based on this data, you can take decisions on optimizing the titles and body of the text content that you are planning to post on your website.
In order to check the popularity of your content, you can follow the below steps:
- Navigate to the behavior option in Google analytics, choose site content and then opt for all pages tab.
- Filter out the results to display only the blog posts
- Sort the number of visits by “unique page views”
This will give you an automated leverage of driving in more traffic to your latest content. The credit for this can be given for the same reasons that made your already popular content even more visible.
2). Identifying The Post With The Most Conversion Potential
Another innovative method to increase the quality of your content marketing is by identifying the posts or content that holds the highest potential to convert the visitors on your website. Google Analytics has a highly effective and detailed inbuilt option for this: The Content Grouping option. Using this option, you will be able to group the various relevant contents, be it by campaign, category or format. Once you have formed the group, you will be able to view the aggregated data for the entire group along with the individual URLs that are present in there.
After the apt post or content has been identified, you can always put the following actions plans into play:
- Create more such contents that can increase the overall conversion rate for your website.
- Implement the elements of these already high performing posts to improvise the conversions on the poor performing content
- Making use of this data to plan your future strategies with regards to the content you are planning to post.
3). Setting Up The Goal
Google analytics always provides you with a detailed report of all of the different kinds of interactions that are occurring on your website. You can make use of this data to set up various improvisation goals such as:
- Identify the list of topics that caused your audience to engage themselves more in it and implementing the strategies followed in these posts, into the low performing posts.
- Improvising the internal linking by making a reference to the various other relevant and popular content on the website
- Accessing the various reasons behind the failure of the low performing posts and trying to enhance it using various improvisation techniques.
4). Re-Testing Your Content For Mobile Users
It is a true fact that the mobile media time has overtaken the time spent by people on desktops and laptops. A majority of the users in today’s date consume more content on the mobile devices than on any other platform.
But as a matter of fact, people do not engage with the mobile content the same way they engage with it on the desktops. And Google analytics helps you in monitoring this at a precise level. It gives you a complete data of all the content that holds the potential to engage the mobile users for a considerably longer time.
This will allow you to filter out the content that is not optimized for mobile use and make it flexible enough to create a smoother user experience.
There are numerous ways to achieve excellence in managing the content of your website. But the most effective way is by developing a fail-proof strategy that is based on the precise data about your users, their expectations, and content preferences. And, if you’re searching for the source of this data, you need to have a deep insight into your website’s Google Analytics reports, which is a treasure of information that will facilitate an enormous boost for your strategy.
Manchun Pandit loves pursuing excellence through writing and has a passion for technology. He currently writes for JanBaskdigitaldesign.com, a global web Designing & Development Company.