{"id":80458,"date":"2020-11-24T10:02:56","date_gmt":"2020-11-24T15:02:56","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/the-ultimate-guide-to-google-analytics-for-content-marketing\/"},"modified":"2023-09-14T05:55:01","modified_gmt":"2023-09-14T09:55:01","slug":"the-ultimate-guide-to-google-analytics-for-content-marketing","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/the-ultimate-guide-to-google-analytics-for-content-marketing\/","title":{"rendered":"The Ultimate Guide to Google Analytics for Content Marketing"},"content":{"rendered":"<figure><\/figure>\n<p>Content marketers shouldn\u2019t fear Google Analytics. It\u2019s true it provides a lot of data, which can be overwhelming.<\/p>\n<p>But it has some amazing nuggets of wisdom for content teams to leverage.<\/p>\n<p>To help you navigate Google Analytics for <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/what-is-content-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">content marketing<\/a>, we\u2019ve put together this handy guide you\u2019ll want to bookmark.<\/p>\n<p><strong><em>Quick Takeaways:<\/em><\/strong><\/p>\n<ul>\n<li><em>Content marketers should embrace data to improve the performance of content.<\/em><\/li>\n<li><em>Focusing on four key areas\u2014traffic, navigation, organic search, and conversions\u2014is imperative to find meaningful insights.<\/em><\/li>\n<li><em>Being actionable with what you learn is key to leveraging the true potential of Google Analytics.<\/em><\/li>\n<\/ul>\n<p><a href=\"https:\/\/analytics.google.com\/analytics\/web\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Analytics<\/a>\u00a0is a critical platform for every aspect of digital marketing. With so many data streams and ways to analyze, it can be intimidating just to dive in; however, there are four main areas to focus on for content marketing insights.<\/p>\n<h2>Traffic Metrics<\/h2>\n<p>A central objective of content marketing is to generate more traffic to your website. Your website is your most important digital asset and a medium that you own entirely. So, looking at traffic analytics is critical to carrying out a successful\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/develop-content-marketing-strategy-not-plan\/\" target=\"_blank\" rel=\"noopener noreferrer\">content marketing strategy<\/a>.<\/p>\n<h4>How to Find the Report<\/h4>\n<p>To isolate traffic data, go to Behavior &gt; Site Content &gt; All Pages. Once there, set the time period to view. The last 30 days, the previous six months, or by quarter are options.<\/p>\n<h4>Why Traffic Analytics Matter<\/h4>\n<p>The\u00a0<a href=\"https:\/\/support.google.com\/analytics\/answer\/9353692?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Google Analytics traffic report<\/a>\u00a0shows you the pages with the most views. Additionally, you\u2019ll see time on site and bounce rate. This data set matters because it delivers data-driven insights about what type of content performs well and how long you can expect users to stay on your site. Further, the bounce rate can determine how quickly viewers are leaving your site.<\/p>\n<figure>\n<p><figure style=\"width: 920px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/pageviews-MIG.png\"  alt=\"Pageviews MIG\" width=\"920\" height=\"582\" data-image=\"53097\" \/><figcaption class=\"wp-caption-text\">Image: MIG<\/figcaption><\/figure><\/figure>\n<h4>What Can You Do with This Data?<\/h4>\n<p>Are the pages driving the most traffic effective? You must play detective to understand this. Look at those pages and ask questions about messaging and optimization. If you can improve or update them, do so.<\/p>\n<p>Look at time on page and the bounce rate to determine if the content was relevant to the reader. If time on page is increasing and bounce rates are decreasing, you can make this assumption. This might lead you to add more related topics to your\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/plan-blog-content-calendar-for-the-year\/\" target=\"_blank\" rel=\"noopener noreferrer\">content calendar<\/a>.<\/p>\n<h2>Navigation Metrics<\/h2>\n<p>The navigation summary provides an overview of page views over time. You can see dips and spikes.<\/p>\n<h4>How to Find the Report<\/h4>\n<p>While in the traffic report, click on any page, then select the option for Navigation Summary.<\/p>\n<h4>Why Navigation Analytics Matter<\/h4>\n<p>This data delivers more insights into user behavior. You\u2019ll learn how people are navigating to that page from within your website and see where people are clicking. To get the granular click data, you\u2019ll need to add the\u00a0<a href=\"https:\/\/chrome.google.com\/webstore\/detail\/page-analytics-by-google\/fnbdnhhicmebfgdgglcdacdapkcihcoh\" target=\"_blank\" rel=\"noopener noreferrer\">Google Page Analytics extension for Chrome<\/a>. This data can inform your\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/b2b-buyers-journey-fresh-content-marketing-ideas\/\" target=\"_blank\" rel=\"noopener noreferrer\">buyer\u2019s journey<\/a>.<\/p>\n<figure><iframe src=\"https:\/\/www.youtube.com\/embed\/2VQERXWR7tg\" width=\"500\" height=\"281\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/figure>\n<p><a href=\"https:\/\/youtu.be\/2VQERXWR7tg\" target=\"_blank\" rel=\"noopener noreferrer\">This video<\/a> courtesy of the amazing Andy Crestodina.<\/p>\n<h4>What Can You Do with This Data?<\/h4>\n<p>It helps put all the clues together on how users land on a page. Understanding this process can offer more context. You can also look at where they went next. This next step could indicate they still have questions and need more information. It may also offer insight into if your call to actions (CTAs) perform well and if the content led to a conversion.<\/p>\n<h2>Organic Search Metrics<\/h2>\n<p>A chief pillar of content marketing is to be the best answer to your audience\u2019s question on Google. To measure this goal, you have to determine if your content is performing well organically.<\/p>\n<h4>How to Find the Report<\/h4>\n<p>Go to Acquisition &gt; All Traffic &gt; Channels. At this point, you\u2019ll see all the channels driving traffic to your website. Then, select Organic Search, then Landing Page. To look at traffic for a specific page, paste the page into the search box.<\/p>\n<h4>Why Organic Search Analytics Matter<\/h4>\n<p>Understanding the pages that are powering organic search drives better decision-making in content. You\u2019ll want to work to maintain that organic advantage as well as find opportunities for optimization improvements.<\/p>\n<h4>What Can You Do with This Data?<\/h4>\n<p>First, you want to continue to boost visibility in distribution channels for those pages that are ranking well. You also don\u2019t want to make any significant changes that could cause Google to lower your rank. You can consider using these pages as a framework for future content.<\/p>\n<p>For example, you might have a pillar page on a general topic with questions as subheaders followed by answers. If this page is doing well organically, replicate it with other subjects.<\/p>\n<p>You can also extend what you know by using an SEO tool like\u00a0<a href=\"https:\/\/www.semrush.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Semrush<\/a>. You can paste in the URL of the page and then find the top organic keywords for that page. If the page is about video conferencing software, you may find that people arrived on the page by typing in \u201cvideo conferencing for business\u201d or \u201csolutions for virtual meetings.\u201d<\/p>\n<figure>\n<p><figure style=\"width: 1036px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/semrush-organic.png\"  alt=\"Semrush Organic\" width=\"1036\" height=\"547\" data-image=\"53098\" \/><figcaption class=\"wp-caption-text\">Image:\u00a0<a href=\"https:\/\/www.semrush.com\/features\/organic_traffic_insights\/\">SEMRush<\/a><\/figcaption><\/figure><\/figure>\n<p>Whatever the keywords are, your page should address those within the content. You may also find some mismatches. Keyword searches that lead to your page may be irrelevant. In the example above, the company\u2019s focus is on video conferencing platforms for business, so searches using words like \u201cfree\u201d or \u201cvideo conference with friends\u201d don\u2019t align with business goals or the audience it needs to attract.<\/p>\n<h2>Conversion Metrics<\/h2>\n<p>Every content marketer needs to know if the content leads to conversions, whatever they may be\u2014email signups, event registrations, purchases, etc.<\/p>\n<h4>How to Find the Report<\/h4>\n<p>To track and measure conversions, you need to set up <em>Goals<\/em> in Google Analytics. See the video below!<\/p>\n<figure><iframe src=\"https:\/\/www.youtube.com\/embed\/BwMcrzP7cPU\" width=\"500\" height=\"281\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/figure>\n<h4>Why Conversion Analytics Matter<\/h4>\n<p>This data lets you know if you\u2019re hitting your goals and the percentage of conversions by dividing the number of conversions by pageviews.<\/p>\n<h4>What Can You Do with This Data?<\/h4>\n<p>By looking at the conversion percentage, you can get a good idea if your CTAs are working and if your offers are of real value to your audience. Get the pages with good conversion percentages more exposure by optimizing for organic, distributing across channels (social, email, etc.), and linking to these pages from other content on your site with high page views.<\/p>\n<h2>Data-Driven Content Marketing<\/h2>\n<p>Content marketing has become a data-driven field. Creativity is still vital, but leveraging data helps you plan better and achieve goals. If your goal is to accelerate content marketing, we can help.<\/p>\n<p><em><strong>If you are ready to get more traffic to your site with quality content published consistently, check out our\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">Content Builder Service<\/a>. Our new PRO level includes paid promotion for guaranteed traffic AND goal creation in GA so we can help you track conversions as well.<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Content marketers shouldn\u2019t fear Google Analytics. It\u2019s true it provides a lot of data, which can be overwhelming. But it has some amazing nuggets of wisdom for content teams to leverage. To help you navigate Google Analytics for content marketing, we\u2019ve put together this handy guide you\u2019ll want to bookmark. Quick Takeaways: Content marketers should [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":80464,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-80458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Ultimate Guide to Google Analytics for Content Marketing - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"The 1-2-3 guide to Google Analytics&#039; specific metrics for content marketing and how to leverage them to improve content performance and ROI!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/the-ultimate-guide-to-google-analytics-for-content-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Ultimate Guide to Google Analytics for Content Marketing - 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