There are hundreds, if not thousands, of tools available to help marketers create content. What a time to be alive!
But this gift comes with a price. We marketers are given access to a massive amount of information, but how can we take that data and use it wisely?
We turned to Tod Cordill, proprietor of Moderno Strategies, for answers. We wanted to know how to not only access the data but how to interpret it as well. He shared how Google Analytics can show us what worked, what didn’t, and how that information can be used to better your content marketing efforts.
Our weekly #CMWorld Twitter chats are always insightful. But our conversation with Tod was filled with actionable takeaways. I walked away with a lengthy to-do list. What follows is a quick look at two of our discussion points. If you’re interested in learning more, I encourage you to take a look at the chat’s Twitter Moment. There you will find our community’s response to all seven questions. We also recently published an insightful article on the four most helpful reports in Google Analytics.
A1. Once #GoogleAnalytics is implemented, create website GOALS that support business goals. These can be Awareness metrics like # of visitors, or analytics goals:
🗹 LeadGen: Form submit
🗹 Nurturing: time on site, whitepaper download
🗹 Revenue transactions #CMWorld— Tod Cordill (@todcordill) April 16, 2019
A1. Explore. See what the data can show you, where you can find everything. And, probably most importantly, take a look at what metrics might be the most important for you to keep track of. #cmworld
— Stevie Howard (@MyMktingSense) April 16, 2019
A1: Make sure that it is working and connected. I check both my site and Google Analytics. #CMWorld https://t.co/hf8feUZ2nD
— Carlarjenkins (@carlarjenkins) April 16, 2019
A1: Make sure it’s working! I’d also recommend setting up conversion tracking based on company goals and testing that as well. #CMWorld
— Megan McInroy (@OnsharpMeganM) April 16, 2019
How can Google Analytics segments be used to dig into how content is performing?
A2: It’s really helpful to segment the audience based on their stage of the path to conversion (new, returning, abandon cart, converter). For each segment review sources, visit duration, page views, exit pages, events / goals reached. #cmworld
— Natasha Kvitka (@natasha_kvitka) April 16, 2019
A2. Using segments and content groups are huge in helping you gauge #contentmarketing performance. You create content for certain segments in certain portions of the funnel with certain KPIs. Leverage this helps you breakdown where you’re succeeding and failing. #CMWorld
— Patrick Delehanty (@MDigitalPatrick) April 16, 2019
A2: I love looking at pages broken down by source/medium.
This gives me a good idea of strategy for the content and content similar to it.
IE – a piece of content that performed really well for a while from organic traffic that has seen a recent drop needs SEO#CMWorld https://t.co/enKwe7uQO5
— Brie E Anderson (@brie_e_anderson) April 16, 2019
How are you using data to analyze your content? Let us know in the comments below.Did you know we have an Analytics and Data track at Content Marketing World? If you
register now with code SM100, you’ll receive $100 off Early Bird pricing. Come see us in Cleveland!
