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10 Ways to Align Your Content
Strategy With Google Analytics
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Your Guide
2	
  
Jeff	
  Sauer	
  
Marketer	
  and	
  Entr...
Google
Analytics Loves
Your Content
10 Tips For Aligning
Content Strategy to
Google Analytics
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
1) Collect the Right Data
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Analytics Used to be an IT Roadblock
•  Nerd/IT	
  person...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Then Came Google Tag Manager
Get	
  Google	
  Tag	
  Mana...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Now We Can Easily Track
Website	
  Analy:cs	
   Heat	
  M...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Revolution for Gaining Insights
Google	
  Tag	
  
Manager...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
2) Understand The Possible
Photo	
  Credit:	
  morberg	
 ...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Many Possibilities in Google Analytics
Periodic	
  Table	...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
3) Turn Data into Knowledge
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Knowledge > Information > Data
Data	
  vs.	
  Informa>on	...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Use Data to Tell a Story
	
  
We	
  Like	
  Telling	
  
S...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
4) A Customer is not a Device
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Same Customer, Multiple Devices
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Universal Analytics is Here
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Multiple Devices, One View
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
5) Be Goal Oriented
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Set Strategic Goals
Macro	
  Goals	
  
	
  
(Revenue,	
  ...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Macro Goals in Action
Macro	
  Goals	
  
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Micro Goals in Action
Micro	
  Goals	
  
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
6) Your Content Must Perform
•  Customer	
  engagement	
 ...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Let’s Get Past Bounce Rate
Bounce	
  Rate	
  Shows	
  the...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Advanced Content Tracking
Advanced	
  Content	
  Tracking...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Group Your Key Content Together
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Thematic Content Performance
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
7) What is the Big Draw?
•  Landing	
  Pages	
  importanc...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Where Are They Going? Landing Pages
	
  
Landing	
  Pages...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
How Did They Get There?
	
  
Secondary	
  
Dimensions:	
 ...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
8) Shamelessly Self Promote
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
My Content Promotion Rules
The	
  more	
  :me	
  you	
  
...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Understand Time Spent Reading
Time	
  on	
  Page	
  *	
  ...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
9) Prove Top of Funnel Value
•  Image	
  	
  
Photo	
  Cr...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
The Consumer Decision Funnel
Researching	
  Trends	
  
Ge...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Customers, not Channels
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Assisted Conversion Value
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Attribution Modeling
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Compare Multiple Attribution Models
Search,	
  Social	
  ...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
10) Calculate Return on Investment
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
How ROI Should Really Be Calculated
Revenue	
  
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Subtract Our Ad Spend
Revenue	
  
Adver:sing	
  
Investme...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Subtract Cost of Selling Each Product
Revenue	
  
Adver:s...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Subtract Fixed Costs of Business
Revenue	
  
Adver:sing	
...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Now You Have Net Profit
Revenue	
  
Adver:sing	
  
Invest...
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Here’s an ROI Equation to Use
Gain	
  From	
  
Investment...
Strong ROI =
Bigger Budgets!
Jeff	
  Sauer	
  |	
  h+p://Knowledge.land	
  |	
  @jeffaly:cs	
  
Thank You!
48	
  
Jeff	
  Sauer	
  
Marketer	
  and	
  Ent...
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10 Tips for Aligning Content Strategy with Google Analytics

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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

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10 Tips for Aligning Content Strategy with Google Analytics

  1. 1. 10 Ways to Align Your Content Strategy With Google Analytics
  2. 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. 3. Google Analytics Loves Your Content
  4. 4. 10 Tips For Aligning Content Strategy to Google Analytics
  5. 5. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   1) Collect the Right Data
  6. 6. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Analytics Used to be an IT Roadblock •  Nerd/IT  person  as  roadblock  
  7. 7. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Then Came Google Tag Manager Get  Google  Tag  Manager:  google.com/tagmanager    
  8. 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. 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. 10. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   2) Understand The Possible Photo  Credit:  morberg  via  Compfight  
  11. 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. 12. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   3) Turn Data into Knowledge
  13. 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. 14. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Use Data to Tell a Story   We  Like  Telling   Stories,  Right?    
  15. 15. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   4) A Customer is not a Device
  16. 16. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Same Customer, Multiple Devices
  17. 17. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Universal Analytics is Here
  18. 18. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Multiple Devices, One View
  19. 19. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   5) Be Goal Oriented
  20. 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. 21. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Macro Goals in Action Macro  Goals  
  22. 22. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Micro Goals in Action Micro  Goals  
  23. 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. 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. 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. 26. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Group Your Key Content Together
  27. 27. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Thematic Content Performance
  28. 28. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   7) What is the Big Draw? •  Landing  Pages  importance   YourWebsite.com"
  29. 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. 30. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   How Did They Get There?   Secondary   Dimensions:   How  did  they  get   there?    
  31. 31. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   8) Shamelessly Self Promote
  32. 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. 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. 34. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   9) Prove Top of Funnel Value •  Image     Photo  Credit:  epSos.de  via  Compfight  cc  
  35. 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. 36. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Customers, not Channels
  37. 37. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Assisted Conversion Value
  38. 38. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Attribution Modeling
  39. 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. 40. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   10) Calculate Return on Investment
  41. 41. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   How ROI Should Really Be Calculated Revenue  
  42. 42. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Subtract Our Ad Spend Revenue   Adver:sing   Investment  
  43. 43. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Subtract Cost of Selling Each Product Revenue   Adver:sing   Investment   Product   Cost  
  44. 44. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Subtract Fixed Costs of Business Revenue   Adver:sing   Investment   Product   Cost   Fixed   Costs  
  45. 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. 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. 47. Strong ROI = Bigger Budgets!
  48. 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  

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