10 Tips for Aligning Content Strategy with Google Analytics
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Transcript of 10 Tips for Aligning Content Strategy with Google Analytics
10 Ways to Align Your Content Strategy With Google Analytics
Jeff Sauer | h+p://Knowledge.land | @jeffaly:cs
Your Guide
2
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