Content marketing analytics: How to use data to change your strategy in 9 ways.

  In content marketing, there is no such thing as a sure thing. The way people interact with content changes all the time, so that's why.

However, if you know a lot about content marketing analytics, you can make better decisions about your strategy.

If you haven't already started using analytics, you're behind your friends. Only 3% of bloggers don't use analytics at all. Some 29 percent of people keep an eye on every single one of their posts.

Even if you are using analytics, you may not be using the right tools or looking at the right data, even if you are.

If you don't want to spend money on a tool like HubSpot or ClickFunnels, there are a lot of free and paid options. It might be even more important than the tools, though, to think about how to use them. How can you use these tools to get information that you can then use to improve your strategy and campaigns?

There are a lot of ways you can use complicated, detailed data to improve your content marketing strategy. In this post, I'll show you how to use these data to make your strategy better.

It is important to keep track of your content marketing.

There is proof that using analytics can help your content marketing strategy work. 90 percent of the people who said their company's content marketing efforts were successful in a recent survey from the Content Marketing Institute said that they keep track of how well their content works. 34 percent of people who say their content marketing didn't work say they don't keep track of how their content is doing.

Content marketers should use data and analytics to help them decide how to run their content marketing campaigns and how to plan their strategies.

There are a lot of different ways this could look. Data can answer many questions, such as:

Is my current marketing strategy working for me?

I need to figure out what types of content my audience likes best.

I need to figure out what types of content my audience doesn't like.

Are there any holes in my current content marketing plan?

What pages do the best job of getting people to come to them?

What pages are most effective at getting people to buy?

The answers to these questions should help you decide how to market your content.

9 Ways to Use Content Analytics in the Marketing of Your Content

For both new and experienced marketers, content marketing analytics can be difficult to understand. Even more so when it comes to real-life campaigns, this is true. If you want to use content marketing analytics in your favor, here are nine ways to do that.

1. Use the Bounce Rate to see which pages get the most attention and find common themes.

Contentsquare says that the average bounce rate for e-commerce sites is 47%. When your pages are above the average, you may think of those "high" bounce rates as bad. The good news is that you can use high bounce rates in your favor. People are going to the page in question, but where are they going?

You can go to Google Analytics from the left menu and click on Behavior, then Site Content, then Content Drilldown. To find out which pages have the most people leaving, click the "Bounce Rate" metric. A down arrow will show up, which means the metric is ranked from highest to lowest.

You'll see that a lot of the top pages have a very low number of people who visit them. To get rid of those, we're going to make a group. In the report, click "Add Segment" next to "All Users" at the top of the page.

When you click the red "+New Segment" button, choose "Behavior" from the list on the left. Then click "OK." Here, you can choose which pages to leave out by adding a number next to "Sessions."

When you're done, click Save. When you come back to the report, you'll see the bounce rate for two groups: All Users and the new sessions group you just made.

There are some pages the user went to after they left the first page. This is a list of those pages. It helps you figure out how people use your site and what might have been missing from the page that they left. People who know this can help improve the content on the page.

2. Use Content Marketing Analytics to Find Out where there are gaps in your content and make new content.

As well as being able to tell you which pages your users go to, analytics can also tell you what content your visitors want but aren't getting. I don't know.

Content marketing analytics tools look at how people get to your site and how long they stay. They also look at where and when they leave. "How" can help you figure out what people are looking for before they end up on your site.

All businesses, big and small, have to worry about this. Just think about the fact that 66% of businesses want to spend more on content creation, and it makes sense.

As long as you have an account with Ubersuggest, you can use its free keyword tool to see what search terms get a lot of traffic and the top pages that rank for them.

How to Use Content Analytics to Find Content Gaps

To find out where there isn't enough content, you can look up these keywords on the page's analytics. You'll want to keep an eye on things like bounce rate, exit rate, and time spent on site.

A lot of things:

They don't have enough information for the person who's there, which makes them leave or bounce away. It's possible to figure out what visitors are looking for with keyword research, though. Then, you can add content that talks about that.

3. Find out what your top pages are ranked for and write content for terms that are similar.

How do people get to your site? You can also look at your page rankings to see what terms your top pages are ranked for. With this information, you can then write content for search terms that are similar to your own.

To see what keywords each page on your website is being ranked for, you can use a tool like Google Search Console, which makes it very simple. Here's how to.

If you have a Google Search Console account with a verified web site, you can follow these steps.

Then, go to "Performance" on the left side of the screen. Click "+ New," then choose "Page" from the drop-down menu.

Using Google Analytics for Content Marketing - Google's Search Console Performance Page

If you have a blog, you can enter the URL here. Add the URL you want and click "Apply." To see a list of the most popular queries for that URL, scroll down to Queries. There, you'll see how many times the URL was seen and how many times people clicked on it.

Using Google Search Console's Page Results to Improve Your Content Marketing

No, you don't even have to put in a specific URL when you do this. If your website or blog isn't very big, this could be a good way to find out what people are looking for. You can look at queries for your whole website.

As a next step, you can use a tool like Ubersuggest or the Google Ads keyword planner to look for keywords that aren't already ranking for your business.

This reduces content gaps (like the ones we talked about in the previous section), increases impressions, and increases the number of people who see and click on your URLs. With organic search accounting for 53.3 percent of content consumption, now is as good a time as any to get your hands on the keywords you want to use in your content.

The fourth step is to look at how people interact with your site on different platforms to see if it's mobile-friendly and then change it if it is.

No, I don't know how and on what devices my website visitors use my website. If you don't, a lot of your visitors may not have a good time on your site. This not only scares people away, but it can also hurt your overall brand strategy, too.

Internet traffic around the world is broken down by device as follows:

Most people use their phones and tablets 56.05 percent of the time.

40% of the desktop is used.

2.43 percent of the tablet is used.

Depending on where you live, how many people use mobile devices, and what website you go to, the breakdown is different. But the fact is that most people use mobile devices on a regular basis.

There are a lot of ways you can find out about your visitors' platform habits: Google Analytics has a lot of information about content marketing.

Go to your Google Analytics account and sign in to your account there. When you click "Reports," go to Audience > Mobile > Overview on the left side of the screen.

Google Analytics: How to Use Content Marketing Analytics - Google Analytics Device Break down

In this section, you can see how each type of device (such as a desktop, a mobile, or a tablet) is acquired, used, and converted.

For this step, you'll want to pay attention to conversion metrics and how they compare between different types of phones and tablets. This is a question that people often ask. For example, let's say that 2.73% of people buy something on the desktop. Only 0.89% of people buy something on the mobile. This tells you to use tools like Google or Bing to see if your website is mobile-friendly.

Results from the Bing Mobile Test

You can still use these tools even if your site isn't very mobile-friendly. They can give you ideas on how to make it even better.

People who have a lot of traffic and don't stay very long can help you figure out problems and make the experience better.

Bounce rates are different for each type of website and even for each page type on each website. Among other things, the average number of people who leave a blog page is about 82.4 per cent.

A good rule of thumb is to look at the bounce rate of a certain group of people instead of the type of page they're on. If certain groups have a lot of traffic and a lot of people leave, we can use that information to make the site better.

The reason why you might see this traffic and bounce rate is because there are a lot of them. There are a few examples, such as:

your page rank for an unrelated subject

your page rank for a topic that is very similar

Your page has outdated or incorrect information on it.

People who have a lot of traffic and don't leave quickly can help you find these kinds of problems and more.

How can you find these problems? Using tools like Kissmetrics, Adobe Analytics, or Google Analytics can help you divide your audience into different groups. How do you narrow down audience groups in Google Analytics?

You first need to go to "Audience" in the left menu. Demographics, Interests, Behavior, and Technology are some of the things you can look at here. This is where you'll start to look for groups that have a lot of people who leave.

How to Use Content Analytics: Bounce Rate by Browser

Once you have a list of audience groups that have a lot of people who leave, you can make your own groups. There is a "Add Segment" button at the top of any report.

How to Use Content Marketing Analytics: Add a Segment to the Report

Here, you can add demographics, technology, traffic sources, and more to get a more in-depth look at how people act. How can you make the most of this split?

When you're on the left side of the screen, click on Behavior > Site Content > All Pages. This report shows how well a page is doing, including how many people see it, how long they spend on it, how many people come in, and how many people leave.

In this video, we show you how to use Content Marketing Analytics on all pages.

To see which pages on your site are most affected by the traffic/bounce rate discrepancy, you can use your own segment.

6. Use a Visual Conversion Funnel to find areas where people don't buy and make more sales.

A conversion funnel is a picture of how a user moves through your website. It shows how they move through each step.

This helps you figure out how people get to your site, what they do while they're there, and where and how they end up converting. It can also show where there is a lot of drop-off, which is important to figure out if you want to get your conversion rate above the average of 2.35 percent.

There are people who won't sign up for your newsletter, share your post, or buy something. You know this. Many things stand in the way of a person becoming a convert. Some of them are more difficult to get around than others. As you can see, this is where the visual conversion funnel can come in handy.

There are a lot of paid tools for making sales funnels, like ClickFunnels, Leadpages, and Wishpond. For free, though, look no further than Google Analytics.

With Google Analytics, you can make your own funnel. These take a lot of time to build and a lot of time to get data on. In the meantime, you can use funnels that have already been set up for you. If you want to see the funnels, go to Conversions > Ecommerce. People who shop can choose from this drop-down list either "Shopping Behavior" or "Checkout Behavior."

Check out Behavior Analysis to learn how to use content marketing analytics.

These funnels help you figure out which steps people are taking that make them leave your site or not finish the checkout process. Segmentation can also be used to target specific groups of people for more information about them.

Once you know which steps have the most drop-off, you can do a full-funnel analysis to figure out how to remove roadblocks and boost conversions.

7. Track the Results of Your Marketing Campaigns to Find Out What's Working, What's Not, and What You Can Do Better.

The goal of a marketing campaign is usually to get new customers. As you make more campaigns, you should be using the results of your previous campaigns to help you figure out how to move forward with your next one. Since segmented campaigns have been proven to boost revenue by up to 760 percent, that's not a bad thing.

Let's start with the Key Performance Indicator (KPI) dashboard in Google Analytics first.

Google Analytics lets you make your own dashboards so you can see important KPIs in one place. If you want, I can show you how to make your own dashboards and show you how to add a few widgets.

If you want to do this, go to Customization > Dashboards on the left side of the screen. Create: Then click the red "Create" button to start over with another one of these screens.

You can choose "Blank Canvas" or "Starter Dashboard," but I think you should go with "Blank Canvas" because you can make it your own.

In this tutorial, we'll show you how to use the Black Canvas Starter Dashboard.

To make your own dashboard, click "Create Dashboard." There are a lot of widgets to choose from. A lot of metrics, statistics, and graphs can be added to these widgets. While the KPIs for each campaign dashboard will be different, here are a few things to keep in mind.

In this case, the traffic source is

You can use this widget to find out which traffic sources have the most impact on how well your campaign does.

Add Source/Medium as your first metric when you choose "Table" from the options and then click on it.

Content Marketing Analytics - Traffic Source Widget 1: How to Use It

It's possible to choose from a few different options in the two drop-down menus that remain. People who visit your site have sessions and make money. If you want a quick way to see tangible results by traffic source, these two are good choices. You can also choose to use custom goals as a metric that is often used to show how many people are converting.

The number of pages viewed and the number of people who left after seeing them.

While the number of sessions and pageviews can be useful, the quality of those sessions and pageviews is more important than the number. This is why I use the widget below to keep an eye on how long people stay on my site.

In the widget-making tool, choose "Table" again. So choose Full Referrer, Pageviews, and Bounce Rate.

How to Use Content Analytics - Full Referrer

This widget will show you how good the traffic you're getting from each of your referrers is (e.g., direct traffic, Google search results, affiliate links, etc.). This will help you figure out which of your campaign referrers are the best at getting people to sign up for your newsletter. You can use this information in the future.

In this step, you will use heat maps to figure out how visitors use your website so you can improve the flow and user experience of your site.

Tables, graphs, and flow charts can be useful, but sometimes visual data can be more useful than text-based data. Heat maps can be very useful when you want to know how your website visitors use the different parts.

Heat maps show where people click on your website in a way that looks like a map. They can also tell you how far people scroll, where they look, and where they move their cursor. If you have a better tool, you can even track eye movement. If you move your mouse, your eyes move, too. A study by Google and Carnegie Mellon found that there was only a 64% correlation. To get the whole picture, you should keep track of both.

How to Use Content Analytics: Hotjar Heat Map

The obvious benefit of heat mapping is to make it easier for people to move around and have a better experience. How will this help you with your content strategy?

For one thing, having a more user-friendly website will make it easier for people to find your blog content. Increase the number of clicks and the time spent on the site.

However, you can also use it in a more direct way to help with your content creation. Suppose that you write 4,000-word blog posts on a regular basis, but people only read half of them. This might mean that your audience wants shorter content. When people click on links, click on buttons, or fill out content forms, the same can be said

9. Use SEO metrics to make content marketing templates for your blog.

People who blog for any length of time know that there are many types of blog content.

Listicles, how-to guides, case studies, infographics, interviews, cheatsheets, and so on.

If you have a lot of different types of content to choose from, you may wonder which ones are best for your audience. There is good news, though. You don't have to wonder about it.

This is a good time to look at how your blog content is doing now. You can figure out what types of content your readers like. When you write future blog posts and campaigns, you can use this to help you with them.

When you're in Google Analytics, go to Acquisition > All Traffic > Channels. You can cash for junk cars houston see how many people came from each source. We want to get traffic from people who find us through search engines, so click "Direct." 

To use content marketing analytics, you need to know what organic search metrics to look for.

People who came to your site through organic means will be shown in a table. "Blog" is part of your website's URL structure, so you can use the search bar on the table to look for it. If not, you'll have to look for the posts yourself.

It's not clear what you want.

Content pages with a low bounce rate and a long time spent on them. This tells you that the people who come to this page through search engines like what they see. Is it also telling you that search engines like this kind of content? If it has a lot of visitors, that means they like this kind of content, too (for the time being, anyway). Since the first five organic results get more than two-thirds of all clicks, it's also likely that you're on the first page (and even more likely the top five).

You can use these results to make content that your users like and to keep your site at the top of search engine results pages by copying the format of the pages that get the most traffic.