Creating Content Marketing Opportunities With Analytics
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![Come to the Geek Side:How to Use Analytics to Create Awesome Ideas for Kick-Butt Content,[object Object],George Passwater,[object Object],http://www.georgepasswater.com,[object Object],Twitter:@GeorgePasswater,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-1-320.jpg?cb=1311750639)
![What’s analytics?,[object Object],Why we need analytics,[object Object],How we use analytics,[object Object],Analytics basics,[object Object],Beyond basic analytics,[object Object],Google Analytics,[object Object],Bounce Rate,[object Object],Today’s Agenda,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-2-320.jpg?cb=1311750639)
![Who Uses Analytics?,[object Object],Image via halloweencostumes.net,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-3-320.jpg?cb=1311750639)
![They tell us:,[object Object],What should we do? (Ideas),[object Object],Should we do something? (Others doing it?),[object Object],How do we do something? (Planning, research),[object Object],Is it working? (ROI, funding, etc…),[object Object],Why Are Analytics Important?,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-4-320.jpg?cb=1311750639)
![Choose analytics to add,[object Object],Add them to site,[object Object],Watch what happens,[object Object],“Tweak” as needed,[object Object],Rinse and repeat,[object Object],How does it work?,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-5-320.jpg?cb=1311750639)
![Page views,[object Object],Hits (One element of a page is a hit),[object Object],Countries (Are you really popular in China?),[object Object],Dates and times,[object Object],Analytics Basics,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-6-320.jpg?cb=1311750639)
![Keywords,[object Object],Referring sites,[object Object],Time on page,[object Object],Bounce rate,[object Object],Conversion rate,[object Object],Beyond Analytics Basics,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-7-320.jpg?cb=1311750639)
![Google Analytics,[object Object],http://www.google.com/analytics,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-8-320.jpg?cb=1311750639)
![Goes beyond “basic” analytics,[object Object],Free,[object Object],Highly customizable,[object Object],Integrates with Google tools (webmaster tools, search, feed burner, etc),[object Object],Why Google Analytics?,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-9-320.jpg?cb=1311750639)
![Go to http://www.google.com/analytics,[object Object],Login with Google account,[object Object],Register new site,[object Object],Finish process,[object Object],Add JavaScript snippet to your site,[object Object],Wait 24-48 hours for results,[object Object],How to Get Google Analytics,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-10-320.jpg?cb=1311750639)
![Bounce Rate,[object Object],Image via manufacturer.com,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-11-320.jpg?cb=1311750639)
![What is it?,[object Object],The percentage of single-page visits (i.e. visits in which the person left your site from the entrance page).,[object Object],Bounce Rate,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-12-320.jpg?cb=1311750639)
![Contact page – No,[object Object],Blog post - No,[object Object],Squeeze page - Yes,[object Object],Ecommerce product page - Yes,[object Object],Is it Bad to Have a High Bounce Rate?,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-13-320.jpg?cb=1311750639)
![Referring sites,[object Object],What site did it come from?,[object Object],Is it a good source of traffic? How many links?,[object Object],What anchor text do they use?,[object Object],What do they have that could help you?,[object Object],Do you share the same niche with that site?,[object Object],How long do they spend on your page?,[object Object],Guest posting opportunities?,[object Object],Bounce Rate,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-14-320.jpg?cb=1311750639)
![Homepage – Bad – Page elements, bad copy?,[object Object],Squeeze page – Bad – CTA, design, readability?,[object Object],Blog post – Depends – Related links, CTA?,[object Object],Bounce Rate,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-15-320.jpg?cb=1311750639)
![New vs. Returning Visitors,[object Object],Which is higher?,[object Object],How much time do they spend on page before bouncing?,[object Object],What is different for each group? Copy, CTA, topic, page type?,[object Object],Which dives deeper into site before bouncing?,[object Object],New vs. old copy – opportunities for rewrite?,[object Object],Bounce Rate,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-16-320.jpg?cb=1311750639)
![Go beyond basics,[object Object],Invest some time into Google Analytics,[object Object],Dedicate some time each week to analytics,[object Object],Remember bounce rate isn’t always bad,[object Object],Look outside your site for ideas,[object Object],Analytics isn’t just for geeks!!,[object Object],Takeaways,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-17-320.jpg?cb=1311750639)
![Thank You,[object Object],Twitter: @GeorgePasswater,[object Object],george@georgepasswater.com,[object Object],http://www.georgepasswater.com,[object Object],Email Tips Newsletter: http://bit.ly/gpemailtips,[object Object]](https://image.slidesharecdn.com/seocopywritingpresentationpart1-110726202353-phpapp02/85/creating-content-marketing-opportunities-with-analytics-18-320.jpg?cb=1311750639)
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 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
