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December 21, 2016

4 Tips to Improve Your Content Marketing Strategy Using Google Analytics

Improve Content Marketing Strategy

There are several ways to beat your competition at content marketing. The easiest is probably making data driven decisions and nothing is better than using Google Analytics to do it.

TL;DR

Improve your content strategy with Google Analytics by:

  • Creating goals and tracking what kind of content converts better.
  • Implementing site search and writing about things users are searching for on your website.
  • Adding events to know exactly what users are sharing and when they do it.
  • Tracking Adsense revenue per page, If you use Adsense to monetize your website, to know what kind of topics generate more money for you.

HOW CAN GOOGLE ANALYTICS HELP YOU IMPROVE YOUR CONTENT MARKETING

Google Analytics help you better understand your audience and make content strategy decisions based on data instead of a hunch or intuition. Data from Google Analytics can help you make great changes like:

  • Uncovering what subjects attract more visitors and generate more conversions.
  • Determining what kind of format performs better.
  • Identifying elements of your strategy which are not working.
  • And ultimately creating more engaging content.

CHECKING YOUR MOST POPULAR CONTENT

There’s a research from Content Marketing Institute which says that 20% of your content attracts more than 80% of your traffic. This means that finding which content performs best is highly important for your content strategy.

Most Popular Content Google Analytics

You can see a report with your most popular content pieces in Analytics by going to Behavior > Site Content > All Pages tab.

READ LATER: Vuukle Website Analytics Tool

HOW CAN YOU IMPROVE HERE

There are several things you can do with this data. Some of them are:

  • Identify your best and most engaging posts and see if you can update them with more data, images, graphs, infographics or check if the information on them is  up to date and relevant.
  • Track what’s the most engaging topic that you have written about. From there you can create new posts about well-performing subjects. Don’t forget to add links to old content and from the old content to the new one and in turn, improving your internal linking structure.
  • Check your least popular topics and posts and try to uncover the reason for its failure.
  • As we said before, internal linking structure is very important and you can always add a new link on well performing post to relevant yet underperforming posts.

USE SITE SEARCH TO KNOW YOUR USER INTENTS

We are living in much harder days for SEOs around than a few years ago. Now we have not provided on Analytics, restricted keyword data on Adwords Keywords Tools, and other limitations. But we can still have some insights on what users are looking at using everyday tools like site search.

Site Search Google Analytics

Using Google Analytics site search tool you can know what users search for inside your website.

HOW CAN I IMPROVE HERE

By knowing what your users are searching for inside your website you can:

  • Make the content they are looking for easy to find.
  • Write about a topic that they are searching for but you don’t have posts on yet.
  • Create a remarketing campaign with your new piece of content for those users.
  • And always, if you already have posts about things users are searching for, check if the content is up to date or if you can improve it somehow.

TRACKING EVENTS TO HAVE EVEN MORE INSIGHTS

Almost every action a user performs inside your website should be tracked. Things like social shares, clicks, searches, external link clicks, internal link clicks and etc.

Events on Google Analytics

If you are using events to track all these actions above, you can have great insights like posts with the highest number of social shares, or posts that are sending the biggest amount of traffic to your affiliate links.

READ LATER: Key Google Analytics Metrics to Track User Engagement

HOW CAN I IMPROVE HERE

Again, you can:

  • Write more about posts that are performing well.
  • Update posts already performing well.
  • Revamp posts or topics that are low on traffic and metrics.

CHECKING ADSENSE REVENUE PER POST

If one of your sources of income is from Google Adsense, seeing a report of your posts organized by revenue is very important.

Adsense Revenue Google Analytics

From here you can once more write about topics that generate most revenue, update your old posts that are performing well or even try to revamp underperforming posts.

READ LATER: Difference Between Pageviews and Impressions – Adsense x Google Analytics

FINAL THOUGHTS

If used correctly, Google Analytics can be your best partner on your content strategy journey. Always remember, data driven decisions are success makers when we think about Content Marketing.

That’s it for your folks. Have a question or a suggestion? Drop us a line on the comments sections!