10 Tips for Aligning Content Strategy with Google Analytics
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The document provides 10 tips for aligning content strategy with Google Analytics data. It recommends collecting the right data through tools like Google Tag Manager, understanding the full capabilities of Google Analytics, and using data to tell stories and gain knowledge. It also suggests setting goals, tracking content performance, optimizing landing pages, promoting content, proving the value of top-of-funnel activities, and properly calculating return on investment.
10 Tips for Aligning Content Strategy with Google Analytics
- 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
- 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