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Creating Content Marketing Opportunities With Analytics
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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 ...

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:

http://www.georgepasswater.com

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Creating Content Marketing Opportunities With Analytics Presentation Transcript

  • 1. 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
  • 2. What’s analytics?
    Why we need analytics
    How we use analytics
    Analytics basics
    Beyond basic analytics
    Google Analytics
    Bounce Rate
    Today’s Agenda
  • 3. Who Uses Analytics?
    Image via halloweencostumes.net
  • 4. 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?
  • 5. Choose analytics to add
    Add them to site
    Watch what happens
    “Tweak” as needed
    Rinse and repeat
    How does it work?
  • 6. Page views
    Hits (One element of a page is a hit)
    Countries (Are you really popular in China?)
    Dates and times
    Analytics Basics
  • 7. Keywords
    Referring sites
    Time on page
    Bounce rate
    Conversion rate
    Beyond Analytics Basics
  • 8. Google Analytics
    http://www.google.com/analytics
  • 9. Goes beyond “basic” analytics
    Free
    Highly customizable
    Integrates with Google tools (webmaster tools, search, feed burner, etc)
    Why Google Analytics?
  • 10. 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
  • 11. Bounce Rate
    Image via manufacturer.com
  • 12. 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
  • 13. Contact page – No
    Blog post - No
    Squeeze page - Yes
    Ecommerce product page - Yes
    Is it Bad to Have a High Bounce Rate?
  • 14. 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
  • 15. Homepage – Bad – Page elements, bad copy?
    Squeeze page – Bad – CTA, design, readability?
    Blog post – Depends – Related links, CTA?
    Bounce Rate
  • 16. 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
  • 17. 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
  • 18. Thank You
    Twitter: @GeorgePasswater
    george@georgepasswater.com
    http://www.georgepasswater.com
    Email Tips Newsletter: http://bit.ly/gpemailtips