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6 Google Analytics Tips To Optimise Content Marketing

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The success of a website depends upon its quality of content. If a business is not able to produce quality and relevant content, then it’s chances of appearing in search results becomes bleak. Marketers focus a great part of their marketing strategy towards the content. This attention is important but at the same time one must also remember that bombarding the readers with various content at the same time will not help.

There are many factors that influence how the content is being received. Instead of providing continuous series of content, marketers should concentrate on publishing limited content with great quality. As a marketer one must know the likes and dislikes of their target people, content being accessed more, average time spent by the visitor on a page, aspect attracting the visitor to take certain action etc. All these parameters can be easily accessed using Google Analytics.

Google Analytics is definitely a powerful tool but at many instances the users are not able to utilise its features properly. This results in wrong interpretation of data and wrong reporting which in turn results in wrong decision making. The common mistakes that could be visualized while using Google Analytics are taking wrong time frames, not using longer date range, always accessing All Pages Report which gives general overview etc. So, it is mandatory to use the analytical tools efficiently.

Listed below are 6 Google Analytics Tips to Optimise Content Marketing:

1. Page Views

Google Analytics can give a complete visualization of the number of page views. The user can distinguish between content gaining more popularity and content are not fetching any attention. The popularity of each and every segment can be determined. This will help the user to identify, which content could be used as landing pages or supplementary pages when visitors are clicking on the website links. Apart from viewing only the page views, the user can also find out the values as per the content grouping like subject matter, authors etc.

The traffic towards a particular content can come from different sources. These sources can be easily traced out using Google Analytical tools. For example: the most successful marketing medium through which people are reading the content, content appearing in social searches or organic searches, modification required to existing content to increase the readership etc. can be analysed.

In order to get a better visualization of this feature, the user must take onto the tabular data which will show the results for content pieces rather than homepage or landing pages. The secondary dimension should be set to medium. Advanced options can be used to filter out more detailed reports depending upon the website architecture. The report generated would contain the URL in the first column and medium in the second column.

The user can also find out the unique pageviews, page value, time spent on the page, bounce rates etc. Most popular type of content like list based or with some buzzing titles etc. could be easily understood.

2. Visits through Referrals

Traffic towards a website is the most important aspect that every marketer would like to keep a check on. This traffic could be generated either by using various marketing strategies employed by the user or by other sources from where people come on their own. Many people visiting other websites, come across the users’ content and they click on the link. The marketers should know which other websites are driving this traffic, what content is being liked by readers, which content is liked by other websites because of which they are ready to associate etc. All these details will allow the user to come up with similar content in the future to improve the inbound links for search engine optimization.

 3. Referrals through social media

It will be interesting to know that each social networking site differs in its purpose, character and requirements. The role of these social networking sites should be clearly defined. When the content is being prepared, the content developer should remember that each of these social networking sites like Facebook, Twitter, LinkedIn etc. are different and the content should be developed separately for each one of them. The analytical tool will help the marketer to determine which content is getting shared on social networking sites, which content piece is more popular or which is not etc. This will help the marketer to generate content according to the target audience.

The user should explore Acquisition>>Social Reports in the analytical tool in order to get an insight on Network referrals and Landing pages reports. The user can alter the primary and secondary dimensions to get further details.

4. Weighted Sorting

Analytical tools allow the user to go for weighted sorting. This sorting option of data excludes all the irrelevant and unwanted details from the report and retains only statistically useful data which would help the marketers to take strategic decisions.

Using this feature, the user can get a deep insight about bounce rates. Using various segments, content grouping methods and weighted sorting one can bring out the desired data.

Once the bounce rate is determined, the marketer can clearly visualize which content are problematic or which content are gaining more attention. Content could be modified according to the requirement and it can also be seen which content are taking the visitors further.

5. Demographic Reports

After a thorough analysis by a marketer of a particular content, the reasons for its attractiveness and popularity, the next step will be to increase the viewership for this content. Analytical tools allow the user to identify the key demographic areas where the majority of the target audience is residing. When the demographic details are in hand, the marketer can project their advertisements or content in that area. Marketers can use remarketing and retargeting methodologies to gain more viewership.

One can access this feature under Audience>>Demographics>>Interest reports. This will help the marketer to change their strategies.

6. Page Value

When the analytical tool is used to generate Site Content Reports, the right most column in this report will be Page Value. This value generally gets ignored as people are not aware of its necessity. In order to get this value, the marketer should first set up goals along with a goal value. The page value generated may not coincide with the Goal Values but it gives an insight to the marketer to keep some value in hand to begin their work. The marketer can come up with content similar to the content on the page which has higher page values and the marketer can optimise their content based on this value.

Content developers have a major role to play to uplift the image of a website. The content should be optimized properly in order to increase the traffic to the website. Analytical tools help a great deal to understand the actual requirement of the readers and helps content developers in their task.

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