Creating Content Marketing Opportunities With Analytics


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This is part one of a two part webinar series I did on for Heather Lloyd-Martin's SEO copywriting certificate training. This first part talks about analytics, how to leverage Google analytics and how to find content marketing opportunities.

For more information on how I help business with content strategy, copywriting and marketing, please visit my site at:

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Creating Content Marketing Opportunities With Analytics

  1. 1. Come to the Geek Side:How to Use Analytics to Create Awesome Ideas for Kick-Butt Content<br />George Passwater<br /><br />Twitter:@GeorgePasswater<br />
  2. 2. What’s analytics?<br />Why we need analytics<br />How we use analytics<br />Analytics basics<br />Beyond basic analytics<br />Google Analytics<br />Bounce Rate<br />Today’s Agenda<br />
  3. 3. Who Uses Analytics?<br />Image via<br />
  4. 4. They tell us:<br />What should we do? (Ideas)<br />Should we do something? (Others doing it?)<br />How do we do something? (Planning, research)<br />Is it working? (ROI, funding, etc…)<br />Why Are Analytics Important?<br />
  5. 5. Choose analytics to add<br />Add them to site<br />Watch what happens<br />“Tweak” as needed<br />Rinse and repeat<br />How does it work?<br />
  6. 6. Page views<br />Hits (One element of a page is a hit)<br />Countries (Are you really popular in China?)<br />Dates and times<br />Analytics Basics<br />
  7. 7. Keywords<br />Referring sites<br />Time on page<br />Bounce rate<br />Conversion rate<br />Beyond Analytics Basics<br />
  8. 8. Google Analytics<br /><br />
  9. 9. Goes beyond “basic” analytics<br />Free<br />Highly customizable<br />Integrates with Google tools (webmaster tools, search, feed burner, etc)<br />Why Google Analytics?<br />
  10. 10. Go to<br />Login with Google account<br />Register new site<br />Finish process<br />Add JavaScript snippet to your site<br />Wait 24-48 hours for results<br />How to Get Google Analytics<br />
  11. 11. Bounce Rate<br />Image via<br />
  12. 12. What is it?<br />The percentage of single-page visits (i.e. visits in which the person left your site from the entrance page).<br />Bounce Rate<br />
  13. 13. Contact page – No<br />Blog post - No<br />Squeeze page - Yes<br />Ecommerce product page - Yes<br />Is it Bad to Have a High Bounce Rate?<br />
  14. 14. Referring sites<br />What site did it come from?<br />Is it a good source of traffic? How many links?<br />What anchor text do they use?<br />What do they have that could help you?<br />Do you share the same niche with that site?<br />How long do they spend on your page?<br />Guest posting opportunities?<br />Bounce Rate<br />
  15. 15. Homepage – Bad – Page elements, bad copy?<br />Squeeze page – Bad – CTA, design, readability?<br />Blog post – Depends – Related links, CTA?<br />Bounce Rate<br />
  16. 16. New vs. Returning Visitors<br />Which is higher?<br />How much time do they spend on page before bouncing?<br />What is different for each group? Copy, CTA, topic, page type?<br />Which dives deeper into site before bouncing?<br />New vs. old copy – opportunities for rewrite?<br />Bounce Rate<br />
  17. 17. Go beyond basics<br />Invest some time into Google Analytics<br />Dedicate some time each week to analytics<br />Remember bounce rate isn’t always bad<br />Look outside your site for ideas<br />Analytics isn’t just for geeks!!<br />Takeaways<br />
  18. 18. Thank You<br />Twitter: @GeorgePasswater<br /><br /><br />Email Tips Newsletter:<br />