Using Google Analytics to Generate B2B Content Ideas

B2B Marketing ExpoMay 11th 2016

Emily Hill @AskEmilyHill

uk.linkedin.com/in/emilyjanehill/slideshare.net/EmilyHill1

• Set up Write My Site in 2006:www.writemysite.co.uk

• New copywriting training website launching 2016:

www.AskEmilyHill.com

Who Needs Google Analytics Anyway?

Write My Site Content Inspiration Survey

Do you add regular content to your website, such as blogs and guides?

Answer

Do you produce as much content as you would like?

Answer

If no, why do you think this is? (Select all that apply)

Answer

Do you use Google Analytics?

Answer

If yes, why do you use Google Analytics? (Select all that apply)

Answer

Content Inspiration Dashboard

writemysite.co.uk/contentinspiration

Dashboard Widget: New vs Returning Visitors

New vs Returning Visitors

New vs Returning Visitors

Impact on content planning - new visitors:

• Write ‘short and snappy’ pieces that don’t take long to read• Improve internal content linking to extend session times

Impact on content planning - returning visitors:

• Write long-form content, e.g. downloadable white papers• Create blog pieces specifically for returning visitors (e.g. regular features,

content series)

Frequency and Recency

Dashboard Widget: UK Cities

UK Cities – Avg. Time on Page

UK Cities – Avg. Time on Page

Impact on content planning:

• Create/ curate content targeted at users from the most engaged locations• Examine existing content to identify gaps that may be harming engagement in

target locations.

Dashboard Widget: Traffic Sources

Traffic Sources

Traffic Sources

Traffic Sources

Impact on content planning:• Continue optimising all content for organic

search • Revise content distribution strategy, to include

greater focus on existing social communities• Look at a remarketing strategy

Dashboard Widget: Site Search

Site Search

Site Search

Impact on content planning:

• Create more content around popular search terms • Fill any ‘content gaps’ revealed by the searches• Investigate relevant content that already exists – is there a problem with the its

structure/ navigation?

Dashboard Widget: Most Popular Content

All Pages Report – Avg. Time on Page

Goodbye GA, Hello Excel

Why Size Matters

Why Size Matters

What Are Our Best Features?

Conclusions:

• Posing a question in the title doesn’t cause the piece to outperform others• No pieces with a negative tone made it into the Top 10 – consider revising House Style

Guide to commission only pieces with a neutral or positive tone• 3 out of our top 10 pieces contain the word ‘statistics’ – test other data-inspired content

to see if our users continue to respond well to this approach

Look for the Patterns

Download yourContent Inspiration Pack

Content Inspiration Dashboard Content Analysis Spreadsheet10 Sources of Content Inspirationwritemysite.co.uk/contentinspiration

Come and see us: Stand 302