Are you using Google Analytics tool in your content marketing and content creation campaigns to boost ROI?
You have spent a lot of time, energy, and resources on your blog. There is a constant process of putting out content that the audience you worked so hard to gain wants to read.
You know the minute you stop publishing quality information, you are going to start losing visitors. Then, the next thing you know, you’re watching all of your efforts wash away.
Instead of giving up hope and throwing in the towel because you can’t come up with any new ideas, you should be utilizing what Google Analytics Tool can do for you about generating content.
It’s a free service; you just have to know what to do with it. Besides just giving you the data on what your followers are already interested in, it can also give you new ideas.
Find out more about how to use Google Analytics for your benefit in content creation.
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Discover Which Pages are Holding Your Audience’s Attention
One of the most visible indicators of what your audience is interested in already is found in the “Average Time On Page” section of Google Analytics.
While you want to see which pages are getting the most visitors, this gives you a better idea of which ones are keeping your audience around the longest.
If they are sticking around, that’s a sign that they like what they are looking at.
- Click on the “Reporting” link at the top of the page on your analytics main screen.
- When the menu expands, click on “Site Content” followed by “All Pages.”
- Hit the “Avg Time on Page” column, and your pages will be sorted by how long people have spent on each particular page.
There are other ways to sort out your pages in this same area, but the average time gives you a black and white picture of which ones people are hanging around to explore and which ones they are skipping over without even taking a second look.
Study the type of content that is giving you the best results and consider how you could alter it slightly but keep it the same so that people will come back again.
You could do something related in an additional blog post or video for instance.
You can also think about what the next step would be after that piece of content they were so interested in.
Now that you have given them the piece of information they loved so much, what can you add to it? That’s where your new content generates from.
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Use Google Analytics to Check What’s Being Searched
Source Image: Mondovo
If you’ve created a website or blog page and you didn’t put in a search bar, you may have made a big mistake.
When people are given the option of searching for something by typing it in versus trying to find it manually, they are going to take the shortcut.
The best part about Google Analytics is, you can find out what people are searching.
- Go to the “Behavior” section, click on “Site Search,” and go to “Search Terms.”
You will find a list there of every query that has ever been made on your page. You might be surprised to find out that people are searching for something that you haven’t even thought of including.
There’s your content generation. You can potentially have a whole list of new things to include on your blog based on the words that people are typing into that box.
If you don’t have one yet, you may want to consider adding one for that reason alone.
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Use Google Analytics to Set Yourself Some Goals
Every business or blog is different, and what you want to get out of your page isn’t going to be the same as what the next guy wants.
That’s why Google Analytics “New Goal” tool is so important for content creation. To start with, there are four different goal types that you have to choose from:
- Events – video plays, social recommendations, ad clicks
- Pages/Screen per session – when a user clicks on an amount of screens or pages
- Duration – sessions that last a specific amount of time
- Destination – specific site loads
It’s up to you to find what you want from your blog. It can be a bit of an overwhelming process, especially if you are new to the idea of blogging and running a web page.
Google Analytics does a good job of guiding you through the process of getting your goals set up.
- Go to the “Admin” section.
- Under the “View” column, click “Goals.”
- Click on “New Goal” or “Import from Gallery.”
- Create a new goal or edit an existing one.
There is a limit of 20 goals set by Google Analytics, so if you don’t see the option to set up a new goal, you have already set up that many.
You can either delete existing ones or edit them to better match what you are trying to accomplish for your future content creation.
Personalize Your Business
You want to know who your audience is personally because your audience wants to get personable information from you.
Not only are you connecting with your audience this way, but you are also able to create content that they want to read.
It’s good for them because they are getting the information that they are seeking out. It’s also good for you because you are boosting your traffic, visiting time, and in turn, profits and revenue.
Affinity reports provided by Google Analytics allow you to create that personal relationship between yourself and your followers.
- Go to the left-hand menu and find “Audience.”
- Open that and go to the section that says “Affinity Categories.”
- Here you can see and analyze buyer trends that are most common.
Explore what you find in your Affinity reports and see which areas have a lot of traffic and which ones have the least amount.
You may be resonating with a group that you had no idea was even interested in the details that you were sharing with them.
When it comes time to create ad campaigns and content in the future, this is useful information that you can take to the table with you.
Now that you have a better idea of WHO your audience is, you can create content that they want to see.
The Audience Data report is another way to get a better understanding of who your audience is.
You find this the same way, except instead of going to the “Affinity Categories” section, click on “Overview.”
This gives you a much broader look at who your audience is, but it still offers some pretty valuable information such as location, language, and device.
You might think that you have targeted the entire United States, but in reality, you may be getting the majority of your traffic from a more specific location, like the Midwest for instance.
If that’s the case, in the future, you can generate your content based on that region instead of trying to talk to all the people located throughout the country.
If you want to narrow down your Overview report, you can do that by searching for specific demographics like gender or age.
You can look under the “Interests” section and find exactly what your audience is interested in generally speaking.
Take all of this newfound information, and you’ve got some serious ammunition for creating new content.
Use Google Analytics to Boosting Your Social Signals
Facebook, Twitter, Instagram, and other social media sites are what is driving the future of SEO, and they may be even more important than link building in the coming months and years.
Through Google Analytics, you can see what type of content is driving traffic from which social media platforms.
Trying to create content that is desirable by audience across all platforms may prove to be an impossible task, so this is one way of making your job a bit easier.
Find More Keyword Ideas
The keywords that used in the beginning may have been the best that you could have, for the time.
However, keep in mind that the internet is always evolving, and that means so are the keywords that people are using.
Go through Google Analytics and determine the right keywords or phrases which are most popular among your audience.
Then, take advantage of the Google Keyword Planner to input those words and phrases and come up with some new ones that are as closely related to those as you can get.
From those new keywords, you should have several new ideas for content creation.
Wrapping it Up
Realistically, there are dozens of ways to use Google Analytics to find new ideas for content generation. These are just a few to get you started.
After you work through all of these, begin to explore the tool a bit on your own. Now that you are familiar with it, you may be surprised at what you can find.
Soon, you will have your audience completely engaged in the content you are producing and continually coming back for more.
About the Author
Sameer Panjwani is the Founder & CEO of Mondovo, an online marketing toolset that helps you track your rankings, monitor your site stats, and research your competitors. A man of many talents, Sameer is currently on a mission to help 1 million businesses grow organically through his products and services.
Moss Clement is a blogger and B2B freelance writer who blogs at www.mossmedia.biz. He is working with B2B marketers and individuals like you by providing high-quality blog content writing, ghostwriting, and other writing services that are tailored to the needs of your target audience.