10 tips for aligning content strategy with google analytics
DESCRIPTION
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 dataTRANSCRIPT
10 Ways to Align Your Content Strategy With Google Analytics
Jeff Sauer | h+p://Knowledge.land | @jeffaly:cs
Your Guide
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Jeff Sauer Marketer and Entrepreneur Knowledge Land Minneapolis, MN, USA Email: jeff@jeffaly:cs.com google.com/+JeffSauer Newsle*er: bit.ly/jeffaly:cs
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 as roadblock
Jeff Sauer | h+p://Knowledge.land | @jeffaly:cs
Then Came Google Tag Manager
Get Google Tag Manager: google.com/tagmanager
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
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
Jeff Sauer | h+p://Knowledge.land | @jeffaly:cs
2) Understand The Possible
Photo Credit: morberg via Compfight
Jeff Sauer | h+p://Knowledge.land | @jeffaly:cs
Many Possibilities in Google Analytics
Periodic Table of Google Analy>cs: h*p://bit.ly/GAperiodic
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 vs. Knowledge: h*p://www.infogineering.net/data-‐informa>on-‐knowledge.htm
Jeff Sauer | h+p://Knowledge.land | @jeffaly:cs
Use Data to Tell a Story
We Like Telling Stories, Right?
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, Leads, Subscrip:ons, Ad Clicks) Macro Goals = Top Line Revenue
Micro Goals
(Downloads, Time on Site, Video Views, etc.) Micro Goals = Engaged Visitors
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 • Bounce Rate black hole • Advanced Content Tracking Jus:n Cutroni
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)
Jeff Sauer | h+p://Knowledge.land | @jeffaly:cs
Advanced Content Tracking
Advanced Content Tracking by Jus>n Cutroni: h*p://bit.ly/AdvContent
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 importance
YourWebsite.com"
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?
Jeff Sauer | h+p://Knowledge.land | @jeffaly:cs
How Did They Get There?
Secondary Dimensions:
How did they get there?
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 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
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
*
Jeff Sauer | h+p://Knowledge.land | @jeffaly:cs
9) Prove Top of Funnel Value
• Image
Photo Credit: epSos.de via Compfight cc
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.
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 and Referral Suffering from
Last Click A+ribu:on
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 Investment
Jeff Sauer | h+p://Knowledge.land | @jeffaly:cs
Subtract Cost of Selling Each Product
Revenue
Adver:sing Investment
Product Cost
Jeff Sauer | h+p://Knowledge.land | @jeffaly:cs
Subtract Fixed Costs of Business
Revenue
Adver:sing Investment
Product Cost
Fixed Costs
Jeff Sauer | h+p://Knowledge.land | @jeffaly:cs
Now You Have Net Profit
Revenue
Adver:sing Investment
Product Cost
Fixed Costs
Net Profit
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
Strong ROI = Bigger Budgets!
Jeff Sauer | h+p://Knowledge.land | @jeffaly:cs
Thank You!
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Jeff Sauer Marketer and Entrepreneur Knowledge Land Minneapolis, MN, USA Email: jeff@jeffaly:cs.com google.com/+JeffSauer Newsle*er: bit.ly/jeffaly:cs