10 Tips for Aligning Content Strategy with Google Analytics
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

10 Tips for Aligning Content Strategy with Google Analytics

on

  • 440 views

Content strategy needs to align with web analytics! If you are not using Google Analytics to track your website visitors, you are missing out on insights and actionable data

Content strategy needs to align with web analytics! If you are not using Google Analytics to track your website visitors, you are missing out on insights and actionable data

Statistics

Views

Total Views
440
Views on SlideShare
412
Embed Views
28

Actions

Likes
1
Downloads
11
Comments
0

3 Embeds 28

https://twitter.com 20
http://www.jeffalytics.com 6
https://www.linkedin.com 2

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

10 Tips for Aligning Content Strategy with Google Analytics Presentation Transcript

  • 1. 10 Ways to Align Your Content Strategy With Google Analytics
  • 2. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Your Guide 2   Jeff  Sauer   Marketer  and  Entrepreneur   Knowledge  Land   Minneapolis,  MN,  USA   Email:  jeff@jeffaly:cs.com     google.com/+JeffSauer   Newsle*er:  bit.ly/jeffaly:cs  
  • 3. Google Analytics Loves Your Content
  • 4. 10 Tips For Aligning Content Strategy to Google Analytics
  • 5. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   1) Collect the Right Data
  • 6. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Analytics Used to be an IT Roadblock •  Nerd/IT  person  as  roadblock  
  • 7. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Then Came Google Tag Manager Get  Google  Tag  Manager:  google.com/tagmanager    
  • 8. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Now We Can Easily Track Website  Analy:cs   Heat  Maps      Remarke:ng   Conversion  Tracking   Audience  Measurement   Display  Ads  
  • 9. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Revolution for Gaining Insights Google  Tag   Manager  is  like  the   Co+on  Gin  of  the   Measurement   Revolu:on  
  • 10. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   2) Understand The Possible Photo  Credit:  morberg  via  Compfight  
  • 11. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Many Possibilities in Google Analytics Periodic  Table  of  Google  Analy>cs:  h*p://bit.ly/GAperiodic    
  • 12. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   3) Turn Data into Knowledge
  • 13. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Knowledge > Information > Data Data  vs.  Informa>on  vs.  Knowledge:  h*p://www.infogineering.net/data-­‐informa>on-­‐knowledge.htm    
  • 14. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Use Data to Tell a Story   We  Like  Telling   Stories,  Right?    
  • 15. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   4) A Customer is not a Device
  • 16. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Same Customer, Multiple Devices
  • 17. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Universal Analytics is Here
  • 18. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Multiple Devices, One View
  • 19. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   5) Be Goal Oriented
  • 20. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Set Strategic Goals Macro  Goals     (Revenue,  Leads,  Subscrip:ons,  Ad  Clicks)   Macro  Goals  =  Top  Line  Revenue   Micro  Goals     (Downloads,  Time  on  Site,  Video  Views,  etc.)   Micro  Goals  =  Engaged  Visitors  
  • 21. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Macro Goals in Action Macro  Goals  
  • 22. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Micro Goals in Action Micro  Goals  
  • 23. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   6) Your Content Must Perform •  Customer  engagement   •  Bounce  Rate  black  hole   •  Advanced  Content  Tracking  Jus:n  Cutroni  
  • 24. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Let’s Get Past Bounce Rate Bounce  Rate  Shows  the  Percentage  of   Visitors  That  Leave  Your  Site  Having   Only  Viewed  This  One  Page     Lower  is  be+er  (but  can  be  misleading)  
  • 25. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Advanced Content Tracking Advanced  Content  Tracking  by  Jus>n  Cutroni:  h*p://bit.ly/AdvContent    
  • 26. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Group Your Key Content Together
  • 27. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Thematic Content Performance
  • 28. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   7) What is the Big Draw? •  Landing  Pages  importance   YourWebsite.com"
  • 29. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Where Are They Going? Landing Pages   Landing  Pages  Report:   What  pages  are  driving   visitors  to  your  site?    
  • 30. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   How Did They Get There?   Secondary   Dimensions:   How  did  they  get   there?    
  • 31. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   8) Shamelessly Self Promote
  • 32. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   My Content Promotion Rules The  more  :me  you   spend  wri:ng,  the   more  :me  you  should   spend  promo:ng   Time  Spent  Wri:ng   Content  <  Time  Spent   Reading  Content    Reach  out  to  peers  and   trusted  sources  to  help   promote   Don’t  overdo  it  
  • 33. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Understand Time Spent Reading Time  on  Page  *  Pageviews   =  How  much  :me  your   ar:cles  have  been  read   *  
  • 34. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   9) Prove Top of Funnel Value •  Image     Photo  Credit:  epSos.de  via  Compfight  cc  
  • 35. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   The Consumer Decision Funnel Researching  Trends   Genera:ng  Ideas   Learning  How   Product  Research   Comparing   Products   Purchase   Heavy  Paid  Search,  Email     and  Landing  Pages.     Gets  most  of  conversion   credit  in  web  analy:cs.   Heavy  Organic  Search,   Social,  Content  Marke:ng   &  Nurturing  Focus.     Gets  li+le  conversion   credit  in  web  analy:cs.  
  • 36. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Customers, not Channels
  • 37. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Assisted Conversion Value
  • 38. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Attribution Modeling
  • 39. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Compare Multiple Attribution Models Search,  Social   and  Referral   Suffering  from   Last  Click   A+ribu:on  
  • 40. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   10) Calculate Return on Investment
  • 41. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   How ROI Should Really Be Calculated Revenue  
  • 42. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Subtract Our Ad Spend Revenue   Adver:sing   Investment  
  • 43. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Subtract Cost of Selling Each Product Revenue   Adver:sing   Investment   Product   Cost  
  • 44. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Subtract Fixed Costs of Business Revenue   Adver:sing   Investment   Product   Cost   Fixed   Costs  
  • 45. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Now You Have Net Profit Revenue   Adver:sing   Investment   Product   Cost   Fixed   Costs   Net  Profit  
  • 46. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Here’s an ROI Equation to Use Gain  From   Investment   (Net  Profit)   Cost  of   Investment   Cost  of   Investment   ROI   True  ROI  Measurement:  h*p://bit.ly/TrueROI    
  • 47. Strong ROI = Bigger Budgets!
  • 48. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Thank You! 48   Jeff  Sauer   Marketer  and  Entrepreneur   Knowledge  Land   Minneapolis,  MN,  USA   Email:  jeff@jeffaly:cs.com     google.com/+JeffSauer   Newsle*er:  bit.ly/jeffaly:cs