Are you getting started with Google Analytics, and want to learn how to evaluate content metrics? This 5-minute overview video will give you an overview of how to use Google Analytics “Content” area, to determine which site content is engaging visitors … and which content is not working.
The video goes over basics such as visits, bounce rates, and exit rates. These data points are very useful for content audits, which author Derek Slater covered in chapter 2 of Online Content Marketing In 30 Minutes:
You will be creating content that links to product or business pages on your site, offering customers the opportunity to engage with you in ways big (ordering something) or small (signing up for a newsletter). Or you will find yourself attaching a postscript to an article, alerting readers to an ebook or an upcoming event.
If these traditional calls to action or landing pages or other existing content forms are not working, that will dilute the effectiveness of your new content as well. Conversely, if your audit identifies that your current web page listing your ten best-selling products is the page where most people click on the “Order Now!” button, that may be a page you will want to spotlight in, or around, your content marketing articles or blog posts (see the bonus chapter at the end of this book for some examples of calls to action in action).
Which leads to the second compelling reason to do an audit: The measurement work during the audit to answer the “how is it performing” question will come in handy throughout the entire content marketing lifecycle. You will use many of the same measurements and tools to determine how your new content is working, and how to improve it.
To see the video in its full-screen glory, press the icon at the bottom of the player window. To order a copy of Online Content Marketing In 30 Minutes, please visit this page.