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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 Creating Content Marketing Opportunities With Analytics Presentation Transcript

    • 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