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How to Create a Content Analysis Machine

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Ever had these questions?
Is our content marketing hitting the mark?
Are we making progress toward our goals with our recent content marketing?
Did our SEO investment mature like we thought it would?
Has our new focus on converting visitors affected overall revenue significantly?

Google analytics is known for being a powerful and free tool for analyzing your web traffic, but what may be less known, is ability of Google Analytics to be configured to give you insightful data in the performance of your content marketing efforts. In this webinar we'll show utilizing "content groupings" in Google Analytics gives content marketers a clear way to gauge and report on the results of their web content.
In this webinar you'll learn:

* How to use content groupings in Google Analytics to accurately measure content performance
* How to organize and segment your content groups/themes to draw meaningful insights from your content
* Best practices you can apply to start immediately optimizing your content marketing efforts

Published in: Marketing
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How to Create a Content Analysis Machine

  1. 1. How to Create a Content Analysis Machine w/ Google Analytics A WEBINAR BY AND
  2. 2. How to Create a Content Analysis Machine w/ Google Analytics#collectleads2 Jeff Sauer Eva McKnight Content Team Lead at FormstackFounder of Jeffalytics
  3. 3. How to Create a Content Analysis Machine w/ Google Analytics#collectleads3 Flexible online form building platform. Quickly capture responses with branded web forms.
  4. 4. How to Create a Content Analysis Machine w/ Google Analytics#collectleads4 Join the conversation on Twitter! • @formstack #collectleads • @evachristine09 & @jeffsauer • This webinar is being recorded and will be emailed to registrants.
  5. 5. #collectleads5 Google Analytics can do a lot of things
  6. 6. #collectleads6 But it is also a one size fits all tool (Customize it to your needs)
  7. 7. #collectleads7 CoContent Today I want to talk about how to get more insights about your content in Google Analytics
  8. 8. How to Create a Content Analysis Machine with Google Analytics#collectleads8 Out of the box, GA content reports are a little underwhelming. Close
  9. 9. #collectleads This doesn’t give you much to work with. Just some lines of data and a lot of weak indicators of success. 9
  10. 10. How to Create a Content Analysis Machine with Google Analytics#collectleads10 What is a weak indicator and why do they happen? Attract Engage Capture Close Nurture Bounce rate - People think its important, but is it?
  11. 11. How to Create a Content Analysis Machine with Google Analytics#collectleads10 What is a weak indicator and why do they happen? Attract Engage Capture Close Nurture Bounce rate - People think its important, but is it? A 95% bounce rate can make you millions
  12. 12. How to Create a Content Analysis Machine with Google Analytics#collectleads10 What is a weak indicator and why do they happen? Attract Engage Capture Close Nurture Bounce rate - People think its important, but is it? A 95% bounce rate can make you millions A 5% bounce rate can earn you nothing
  13. 13. How to Create a Content Analysis Machine with Google Analytics#collectleads11 Attract Engage Close Time on page What is a weak indicator and why do they happen?
  14. 14. How to Create a Content Analysis Machine with Google Analytics#collectleads11 Attract Engage Close Time on page What is a weak indicator and why do they happen? Only calculated for non-bounced visitors
  15. 15. How to Create a Content Analysis Machine with Google Analytics#collectleads11 Attract Engage Close Time on page What is a weak indicator and why do they happen? Only calculated for non-bounced visitors Could indicate love / hate relationship with your content
  16. 16. How to Create a Content Analysis Machine with Google Analytics#collectleads12 Attract Engage Capture Close Nurture $ Value - I love this metric What is a weak indicator and why do they happen?
  17. 17. How to Create a Content Analysis Machine with Google Analytics#collectleads12 Attract Engage Capture Close Nurture $ Value - I love this metric What is a weak indicator and why do they happen? Shows relative value & validates your strategy
  18. 18. How to Create a Content Analysis Machine with Google Analytics#collectleads12 Attract Engage Capture Close Nurture $ Value - I love this metric What is a weak indicator and why do they happen? Shows relative value & validates your strategy Requires proper goal setup & value assigned
  19. 19. #collectleads Well if these are so weak, then what can we do? 13
  20. 20. How to Create a Content Analysis Machine with Google Analytics#collectleads14 Have you ever wanted to answer the following questions? Attract Engage Capture Close Nurture
  21. 21. How to Create a Content Analysis Machine with Google Analytics#collectleads14 Have you ever wanted to answer the following questions? Attract Engage Capture Close Nurture How many words should I write in my posts?
  22. 22. How to Create a Content Analysis Machine with Google Analytics#collectleads14 Have you ever wanted to answer the following questions? Attract Engage Capture Close Nurture How many words should I write in my posts? What day of the week are my posts most popular?
  23. 23. How to Create a Content Analysis Machine with Google Analytics#collectleads14 Have you ever wanted to answer the following questions? Attract Engage Capture Close Nurture How many words should I write in my posts? What day of the week are my posts most popular? Which topic is most interesting to Google searchers?
  24. 24. How to Create a Content Analysis Machine with Google Analytics#collectleads14 Have you ever wanted to answer the following questions? Attract Engage Capture Close Nurture How many words should I write in my posts? What day of the week are my posts most popular? Which topic is most interesting to Google searchers? What is my conversion rate by author?
  25. 25. How to Create a Content Analysis Machine with Google Analytics#collectleads14 Have you ever wanted to answer the following questions? Attract Engage Capture Close Nurture How many words should I write in my posts? What day of the week are my posts most popular? Which topic is most interesting to Google searchers? What is my conversion rate by author? How do our existing customers interact with our content?
  26. 26. How to Create a Content Analysis Machine with Google Analytics#collectleads14 Have you ever wanted to answer the following questions? Attract Engage Capture Close Nurture How many words should I write in my posts? What day of the week are my posts most popular? Which topic is most interesting to Google searchers? What is my conversion rate by author? How do our existing customers interact with our content? What is our bounce rate by browser screen size?
  27. 27. How to Create a Content Analysis Machine with Google Analytics#collectleads15 Have you ever wanted to answer the following questions? Close Nurture Is our content marketing hitting the mark? Are we making progress towards our goal with our recent content marketing? Did our SEO investment mature like we thought it would? Has our new focus on conversions affected overall revenue significantly
  28. 28. #collectleads Advanced content analysis: We can do all these things in Google Analytics using advanced techniques 16
  29. 29. #collectleads17 Cg Sd Br Content Groupings Secondary Dimensions Adjusted Bounce Rate Today I am going to talk about
  30. 30. #collectleads18 CgContent Groupings You can group your content by any number of attributes to make reports more meaningful
  31. 31. #collectleads How to create content groups 19
  32. 32. How to Create a Content Analysis Machine with Google Analytics#collectleads20 Attract Engage Capture Cg Content Groupings First, define your groups (there are three ways to do this)
  33. 33. How to Create a Content Analysis Machine with Google Analytics#collectleads21 Be specific with first rules and then leave the more general rules for the end. Attract Engage Capture Cg Content Groupings
  34. 34. How to Create a Content Analysis Machine with Google Analytics#collectleads22 Close Most valuable groupings come from code (I love Google Tag Manager for this step) Attract Engage Capture Cg Content Groupings
  35. 35. How to Create a Content Analysis Machine with Google Analytics#collectleads23 Attract Engage Capture Close Here’s a code example for tracking word count, word count range, and year published. Attract Engage Capture Cg Content Groupings
  36. 36. How to Create a Content Analysis Machine with Google Analytics#collectleads24 Engage Capture Here’s an example of a final report. Attract Engage Capture Cg Content Groupings
  37. 37. How to Create a Content Analysis Machine with Google Analytics#collectleads25 Other ideas to track Engage Capture Attract Engage Capture Cg Content Groupings
  38. 38. How to Create a Content Analysis Machine with Google Analytics#collectleads25 Other ideas to track Engage Capture Attract Engage Capture Cg Content Groupings Word count
  39. 39. How to Create a Content Analysis Machine with Google Analytics#collectleads25 Other ideas to track Engage Capture Attract Engage Capture Cg Content Groupings Word count Author name
  40. 40. How to Create a Content Analysis Machine with Google Analytics#collectleads25 Other ideas to track Engage Capture Attract Engage Capture Cg Content Groupings Word count Author name Year published
  41. 41. How to Create a Content Analysis Machine with Google Analytics#collectleads25 Other ideas to track Engage Capture Attract Engage Capture Cg Content Groupings Word count Author name Year published Day of the week published
  42. 42. How to Create a Content Analysis Machine with Google Analytics#collectleads25 Other ideas to track Engage Capture Attract Engage Capture Cg Content Groupings Word count Author name Year published Day of the week published Month published
  43. 43. How to Create a Content Analysis Machine with Google Analytics#collectleads25 Other ideas to track Engage Capture Attract Engage Capture Cg Content Groupings Word count Author name Year published Day of the week published Month published Total comments on post
  44. 44. How to Create a Content Analysis Machine with Google Analytics#collectleads25 Other ideas to track Engage Capture Attract Engage Capture Cg Content Groupings Word count Author name Year published Day of the week published Month published Total comments on post Post category, tag, or topic (from blog software)
  45. 45. How to Create a Content Analysis Machine with Google Analytics#collectleads25 Other ideas to track Engage Capture Attract Engage Capture Cg Content Groupings Word count Author name Year published Day of the week published Month published Total comments on post Post category, tag, or topic (from blog software) Social shares
  46. 46. How to Create a Content Analysis Machine with Google Analytics#collectleads26 Attract Engage Capture Close More Ideas Engage Capture Attract Engage Capture Cg Content Groupings
  47. 47. How to Create a Content Analysis Machine with Google Analytics#collectleads26 Attract Engage Capture Close More Ideas Engage Capture Attract Engage Capture Cg Content Groupings Social share counts
  48. 48. How to Create a Content Analysis Machine with Google Analytics#collectleads26 Attract Engage Capture Close More Ideas Engage Capture Attract Engage Capture Cg Content Groupings Social share counts External links
  49. 49. How to Create a Content Analysis Machine with Google Analytics#collectleads26 Attract Engage Capture Close More Ideas Engage Capture Attract Engage Capture Cg Content Groupings Social share counts External links On page metadata
  50. 50. How to Create a Content Analysis Machine with Google Analytics#collectleads26 Attract Engage Capture Close More Ideas Engage Capture Attract Engage Capture Cg Content Groupings Social share counts External links On page metadata Targeted keyword
  51. 51. How to Create a Content Analysis Machine with Google Analytics#collectleads26 Attract Engage Capture Close More Ideas Engage Capture Attract Engage Capture Cg Content Groupings Social share counts External links On page metadata Targeted keyword Specific dates
  52. 52. How to Create a Content Analysis Machine with Google Analytics#collectleads26 Attract Engage Capture Close More Ideas Engage Capture Attract Engage Capture Cg Content Groupings Social share counts External links On page metadata Targeted keyword Specific dates Company department
  53. 53. #collectleads Where else does content grouping make Google Analytics data shine? 27
  54. 54. How to Create a Content Analysis Machine with Google Analytics#collectleads28 Attract Engage Capture Close Behavior Flow Report
  55. 55. How to Create a Content Analysis Machine with Google Analytics#collectleads29 Attract Engage Capture Close Custom Reports
  56. 56. #collectleads30 CdCustom Dimensions Make Google Analytics speak your language
  57. 57. How to Create a Content Analysis Machine with Google Analytics#collectleads31 Attract Engage Capture Close Custom and Secondary Dimensions view custom secondary dimensions
  58. 58. How to Create a Content Analysis Machine with Google Analytics#collectleads31 Attract Engage Capture Close Custom and Secondary Dimensions view custom secondary dimensions Google Analytics is more useful when you segment
  59. 59. How to Create a Content Analysis Machine with Google Analytics#collectleads Creating advanced segments is a lot of work and can result in sampling 31 Attract Engage Capture Close Custom and Secondary Dimensions view custom secondary dimensions Google Analytics is more useful when you segment
  60. 60. How to Create a Content Analysis Machine with Google Analytics#collectleads Creating advanced segments is a lot of work and can result in sampling 31 Attract Engage Capture Close Custom and Secondary Dimensions view custom secondary dimensions Google Analytics is more useful when you segment Custom dimensions - Make Google Analytics speak your language
  61. 61. How to Create a Content Analysis Machine with Google Analytics#collectleads Creating advanced segments is a lot of work and can result in sampling 31 Attract Engage Capture Close Custom and Secondary Dimensions view custom secondary dimensions Google Analytics is more useful when you segment Custom dimensions - Make Google Analytics speak your language Screen size of browser
  62. 62. How to Create a Content Analysis Machine with Google Analytics#collectleads Creating advanced segments is a lot of work and can result in sampling 31 Attract Engage Capture Close Custom and Secondary Dimensions view custom secondary dimensions Google Analytics is more useful when you segment Custom dimensions - Make Google Analytics speak your language Screen size of browser Customer status (lead, customer, unknown)
  63. 63. How to Create a Content Analysis Machine with Google Analytics#collectleads32 Attract Engage Capture Close Custom and Secondary Dimensions Just like Multiplication, the insights are exponentially more useful Example: Word count vs Word count w/ Search Traffic Browser size of visitor vs Browser size and Bounce rate
  64. 64. #collectleads33 Br Adjusted Bounce Rate Measure bounce correctly
  65. 65. How to Create a Content Analysis Machine with Google Analytics#collectleads34 Attract Engage Close Adjusted Bounce Rate User enters and exits the same page WITH NO INTERACTION BOUNCE RATE:
  66. 66. How to Create a Content Analysis Machine with Google Analytics#collectleads35 Attract Engage Capture Close = “INTERACTION” A Logged Event i.e logging an event at a 5- second view time (or whatever “first impression” time makes sense for your audience) results in Google Analytics NOT counting the visit as a bounce Adjusted Bounce Rate
  67. 67. How to Create a Content Analysis Machine with Google Analytics#collectleads36 Attract Engage Capture Close Non - Bounce Interaction Code “Adjusted” Bounce Rate Adjusted Bounce Rate
  68. 68. #collectleads Love what you are hearing about Google Analytics? We have an online course coming February 1st, 2016! Check out www.analyticscourse.net for more information. 37
  69. 69. #collectleads Once you know what content resonates, how do you scale? 38
  70. 70. How to Create a Content Analysis Machine w/ Google Analytics#collectleads39 E-book Guest Post Blog Series Infographic Video Slideshare Twitter chat Email Marketing Webinar Beyond the landing page
  71. 71. #collectleads Define other KPIs to pay attention to. What behaviors should my visitors take? 40
  72. 72. How to Create a Content Analysis Machine with Google Analytics#collectleads41 Here are a few KPIs to add to your reporting cycle Close • Social Shares • Traffic Sources • Landing Page Conversion Rate • Prospect to Sale Conversion Rate Keep goals in mind
  73. 73. How to Create a Content Analysis Machine with Google Analytics#collectleads42 Different KPIs may become more significant based on your goals. Goal KPI Increase brand awareness Free trials/Demos Social Shares, page views, Landing page conversion Rate
  74. 74. How to Create a Content Analysis Machine with Google Analytics#collectleads43 For more Google Analytics magic, track activity on your form • Better understanding of the activity the user takes on your conversion point: the form • Sync information on how the user interacts with your form into Google Analytics Result: more streamlined reporting, less to monitor, more holistic picture of your user activity +
  75. 75. #collectleads Repurposing content that converts What we’ve learned 44
  76. 76. How to Create a Content Analysis Machine with Google Analytics#collectleads45 Case Study #1 - Anatomy of a Perfect landing page Close • Created several years ago • Huge hit on social media • Viewed on our site more 750,000 times (not including re-blogs and shares)
  77. 77. How to Create a Content Analysis Machine with Google Analytics#collectleads46 A successful infographic became a successful webinar. Close • To date has driven more leads for us than any other webinar • We’ve repurposed the “Anatomy” theme across other content that saw decent success
  78. 78. How to Create a Content Analysis Machine with Google Analytics#collectleads47 Close Webinar Sales Collateral Infographic Press coverage Case Study #2 Form Conversion Report + Newsjacking
  79. 79. How to Create a Content Analysis Machine with Google Analytics#collectleads48 Close • Formstack releases annual benchmark report of conversion rates across its customers • It’s become successful, but we’ve leveraged it in a few ways Most notably, we did a bit of newsjacking. Case Study #2 Form Conversion Report + Newsjacking
  80. 80. How to Create a Content Analysis Machine with Google Analytics#collectleads49 Close Think about ways your content could be relatable to a specific audience. • The Form Conversion Report included some best practices for optimizing forms for mobile. • Around that time, Google announced update to its algorithm that gave mobile-optimized sites a higher page value than those that weren’t.
  81. 81. How to Create a Content Analysis Machine with Google Analytics#collectleads50 Close Repurposing content gives you a valuable opportunity to speak to different buyer personas. • You get not only more mileage out of content, but content that is more relevant to your audience • Once you know profitable themes and ideas you can brainstorm ways to broadcast it through various mediums.
  82. 82. How to Create a Content Analysis Machine with Google Analytics#collectleads51 Close Formstack’s Google Analytics Plugin • Track form activity as events in Google Analytics • Log occurrences such as views, submit button clicks, Save & Resume, and validation errors • View form activity in conjunction with overall campaign goals Get a free trial of this feature on our Gold Plan
  83. 83. #collectleads Questions? 52

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