There is no secret formula for content marketing. Why? Because each company, industry and person is unique. These complex variables make it difficult to give a one-size-fits-all approach to any marketing strategy. The best way to combat this problem is by using data to drive decisions.
Many marketers use Google Analytics to gain data-driven insights into the performance of their content marketing. When looking at this free source of data, there are three points to pay attention to in order to produce more impactful content marketing strategies: page views, time on page and top events.
Once you understand the power of analytics, you can use this data to transform the outcomes of your content marketing.
1. Page Views
Why It’s Important: Page views measure the number of times a page on your site is viewed. The more people visit your site, the more likely they are to convert into paying customers.
The longstanding marketing rule of seven theorizes that potential customers will have an average of seven interactions with a brand before a purchase occurs. This means that increased page views, in conjunction with other components of your marketing strategy, can help visitors convert from casual visitors to loyal customers.
What The Data Reveals: Content with higher page views reflects the topics your visitors find interesting, helpful or unique. This information uncovers the underlying interest of your audience that drives their online behavior.
For example, you may find that your oldest piece of content is getting the most page views each month. This key data identifies a specific topic that your audience is willing to spend their precious time and energy on. Knowing your readers’ behavior and interests allows you to better tailor future content, products and services to them.
Your Next Move: Look for patterns in your most-viewed pages by asking yourself:
• Is there a similar format, topic or graphic present with each page?
• Are there certain keywords or phrases that pop up frequently among top pages?
• Was there a certain method used to promote those popular pages?
When you ask yourself these questions, you can start to make sense of the data. Plan out your content strategy based on the successful page view characteristics that you uncover. Don’t be afraid to keep refining your strategy until you get the results you want.
2. Time On Page
Why It’s Important: Has there ever been a time when you clicked on an article or video expecting one thing, but ended up with something completely different? It’s frustrating when the title, caption, title tag or description for a specific piece of content doesn’t match the content itself. Misleading content causes visitors to quickly leave the page feeling unsatisfied, negatively affecting your time-on-page factor and search engine optimization (SEO).
What The Data Reveals: The time that your visitors spend on a certain page reveals two major things: the quality and accuracy of your content.
• When visitors don’t see enough information on a page, or perhaps the page is too difficult to navigate, they’re encouraged to quickly exit, signaling poor page quality.
• Visitors may navigate to your site through social media, Google searches, internal site navigation, etc., but when each avenue does not accurately reflect the content of the page visitors navigate to, it appears misleading.
Your Next Move: If your time-on-page average is below five seconds for a specific page, consider revamping it to fix any quality or accuracy issues.
• If page quality is the problem, update the depth of content, information and resources. Next, ensure that the page is easily navigable and intuitive for first-time visitors.
• If page accuracy is the issue, analyze the different avenues leading visitors to your page. Update the title, title tag, description or caption to more accurately reflect the content.
Revamp your pages so that you can best serve your audience.
3. Top Events
Why It’s Important: Say you recently added an awesome article, video or podcast to your website. Is your goal to have it viewed and then abandoned? No. Your goal should be to use that content as your hook to get potential customers to engage with your brand more.
Further engagement is encouraged by a call to action (CTA). CTAs nudge visitors to a desired location on your website. Extending CTAs to visitors is the equivalent of providing them a road map of where to explore next on your site, eventually leading them down the road to conversion.
What The Data Reveals: The “top events” feature allows you to analyze the success of any CTA on your site. It tracks the number of clicks per CTA events — like link-outs (the number of times outgoing links have been clicked), search bar use, newsletter opt-ins or other internal links. This invaluable data informs which CTAs are the most effective based on those with the highest volume.
Look for patterns in your stronger CTAs to understand what is working well. Once you have identified patterns of strong and weak CTAs, you can create more pointed strategies for the future.
Your Next Move: Here are a few CTA characteristics to look for as you try to uncover common patterns:
• Placement: Are the CTAs placed in more visible spaces on your page clicked on more than the CTAs placed further down the page?
• Persuasive: Does the CTA promise the visitor something compelling?
• Purposeful: Is the CTA helping you fulfill a desired goal, such as helping visitors to progress further along the marketing funnel?
As you sift through the CTA data, patterns of success will become apparent.
Key Takeaways
Don’t be afraid to dive into Google Analytics. Stick to these three points as your foundation:
1. Page view data can help you understand your audience’s interests and behaviors.
2. Time-on-page data reflects the quality and accuracy of your content.
3. Top events data outlines your strongest and weakest CTAs.
Don’t get frustrated if you don’t see results right away; keep analyzing, tweaking and implementing. Remember, it’s a marathon, not a sprint.
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Boost Your Content Marketing Success With A Data-Driven Strategy - Forbes
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