Download - 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


1) Collect the Right Data


Analytics Used to be an IT Roadblock

•  Nerd/IT person as roadblock


Then Came Google Tag Manager

Get Google Tag Manager: google.com/tagmanager


Now We Can Easily Track

Website Analy:cs Heat Maps

Remarke:ng Conversion Tracking

Audience Measurement Display Ads


Revolution for Gaining Insights

Google Tag Manager is like the Co+on Gin of the Measurement Revolu:on


2) Understand The Possible

Photo Credit: morberg via Compfight


Many Possibilities in Google Analytics

Periodic Table of Google Analy>cs: h*p://bit.ly/GAperiodic


3) Turn Data into Knowledge


Knowledge > Information > Data

Data vs. Informa>on vs. Knowledge: h*p://www.infogineering.net/data-‐informa>on-‐knowledge.htm


Use Data to Tell a Story

We Like Telling Stories, Right?


4) A Customer is not a Device


Same Customer, Multiple Devices


Universal Analytics is Here


Multiple Devices, One View


5) Be Goal Oriented


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


Macro Goals in Action

Macro Goals


Micro Goals in Action

Micro Goals


6) Your Content Must Perform

•  Customer engagement •  Bounce Rate black hole •  Advanced Content Tracking Jus:n Cutroni


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)


Advanced Content Tracking

Advanced Content Tracking by Jus>n Cutroni: h*p://bit.ly/AdvContent


Group Your Key Content Together


Thematic Content Performance


7) What is the Big Draw?

•  Landing Pages importance

YourWebsite.com"


Where Are They Going? Landing Pages

Landing Pages Report: What pages are driving visitors to your site?


How Did They Get There?

Secondary Dimensions:

How did they get there?


8) Shamelessly Self Promote


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


Understand Time Spent Reading

Time on Page * Pageviews = How much :me your ar:cles have been read

*


9) Prove Top of Funnel Value

•  Image

Photo Credit: epSos.de via Compfight cc


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.


Customers, not Channels


Assisted Conversion Value


Attribution Modeling


Compare Multiple Attribution Models

Search, Social and Referral Suffering from

Last Click A+ribu:on


10) Calculate Return on Investment


How ROI Should Really Be Calculated

Revenue


Subtract Our Ad Spend

Revenue

Adver:sing Investment


Subtract Cost of Selling Each Product

Revenue


Product Cost


Subtract Fixed Costs of Business

Revenue


Product Cost

Fixed Costs


Now You Have Net Profit

Revenue


Product Cost

Fixed Costs

Net Profit


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!


Thank You!

48

Jeff Sauer Marketer and Entrepreneur Knowledge Land Minneapolis, MN, USA Email: jeff@jeffaly:cs.com google.com/+JeffSauer Newsle*er: bit.ly/jeffaly:cs