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Utility Trade

Jul 16, 2019

How to Use Google Analytics to Create a Content Plan

Digital marketers know that Google Analytics is one of the most important tools at their disposal. It’s invaluable for analysing site traffic and discovering insights about audience behaviour.
 
A lot of information can be gleaned at a quick glance through your Analytics account. But you could be missing out on goldmine opportunities unless you’re taking a deep dive and using Analytics to proactively inform content strategy.
 
Mining GA for Content Ideas
Marketers like to bandy about the expression “Content is King” without offering solid evidence.
 
Fortunately, Analytics allows you to determine the worth of content in your business.
 
To get an idea about the type of content you should be creating, review the behaviour details of your landing pages. Here you can get an idea of what content is driving traffic and how it’s performing. Use the data to determine which types of content spark the most user engagement.
 
For example, you might have a misaligned strategy if 20% of content is responsible for attracting the majority of site viewers. Perhaps it’s time to push the under-performers overboard and double-down on your MVP content.
 
It’s important to keep bounce rate and average session metrics in mind as you consider new content topics. This data offers a barometer of how interested audiences are in your current content pieces.
 
High bounce rates and low average times on page indicate content that is failing to capture attention. You want to focus content creation on those areas where your audience spends the most time viewing.
 
A Baked Example
Maybe you’re in the bakery business.
 
Parsing through Analytics, you notice your most popular content is about your special cupcake creations.
 
How can you go deeper on this topic to produce content that furthers your previous efforts?
 
Creativity matters here. It’s not just about your special cupcake creations as you develop interesting content ideas on the topic.
 
Consider starting a conversation on your social media about the best cupcake fillings. Discuss fan-favourite cupcake flavours and frosting combinations. Poll your followers about the best occasions to give and receive cupcakes.
 
Once these conversations gain traction on social media, you’re armed with a bunch of new ideas for fresh cupcake content. Mix up the content types by using blogs, videos, and infographics to fuel broad engagement.
 
Content is and will continue to be an imperative part of digital marketing strategy. There are few tools that compete with Analytics when it’s time to understand audience behaviour and identify winning content themes. Why not let Analytics data shape your next content push?

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