Creating Content Marketing Opportunities With Analytics

Come to the Geek Side:How to Use Analytics to Create Awesome Ideas for Kick-Butt Content
George Passwater
http://www.georgepasswater.com
Twitter:@GeorgePasswater

What’s analytics?
Why we need analytics
How we use analytics
Analytics basics
Beyond basic analytics
Google Analytics
Bounce Rate
Today’s Agenda

Who Uses Analytics?
Image via halloweencostumes.net

They tell us:
What should we do? (Ideas)
Should we do something? (Others doing it?)
How do we do something? (Planning, research)
Is it working? (ROI, funding, etc…)
Why Are Analytics Important?

Choose analytics to add
Add them to site
Watch what happens
“Tweak” as needed
Rinse and repeat
How does it work?

Page views
Hits (One element of a page is a hit)
Countries (Are you really popular in China?)
Dates and times
Analytics Basics

Keywords
Referring sites
Time on page
Bounce rate
Conversion rate
Beyond Analytics Basics

Google Analytics
http://www.google.com/analytics

Goes beyond “basic” analytics
Free
Highly customizable
Integrates with Google tools (webmaster tools, search, feed burner, etc)
Why Google Analytics?

Go to http://www.google.com/analytics
Login with Google account
Register new site
Finish process
Add JavaScript snippet to your site
Wait 24-48 hours for results
How to Get Google Analytics

Bounce Rate
Image via manufacturer.com

What is it?
The percentage of single-page visits (i.e. visits in which the person left your site from the entrance page).
Bounce Rate

Contact page – No
Blog post - No
Squeeze page - Yes
Ecommerce product page - Yes
Is it Bad to Have a High Bounce Rate?

Referring sites
What site did it come from?
Is it a good source of traffic? How many links?
What anchor text do they use?
What do they have that could help you?
Do you share the same niche with that site?
How long do they spend on your page?
Guest posting opportunities?
Bounce Rate

Homepage – Bad – Page elements, bad copy?
Squeeze page – Bad – CTA, design, readability?
Blog post – Depends – Related links, CTA?
Bounce Rate

New vs. Returning Visitors
Which is higher?
How much time do they spend on page before bouncing?
What is different for each group? Copy, CTA, topic, page type?
Which dives deeper into site before bouncing?
New vs. old copy – opportunities for rewrite?
Bounce Rate

Go beyond basics
Invest some time into Google Analytics
Dedicate some time each week to analytics
Remember bounce rate isn’t always bad
Look outside your site for ideas
Analytics isn’t just for geeks!!
Takeaways

Thank You
Twitter: @GeorgePasswater
george@georgepasswater.com
http://www.georgepasswater.com
Email Tips Newsletter: http://bit.ly/gpemailtips

Creating Content Marketing Opportunities With Analytics

by George Passwater on Jul 26, 2011

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