The use of analytics tools has transformed the ways in which businesses measure their marketing results. It allows you to get feedback that helps you customize your strategy in real time and develop new ways to reach prospective customers.
But many businesses don’t realize the value that analytics can bring to their content creation process. Google Analytics has a number of features that makes it easy to determine what content serves your needs best.
The Need For Analysis
If you’re like most businesses, you already have your finger on the pulse of your online activity. A quick glance at your followers, fans, likes, and shares works as a general overhead view of your activity.
This is analysis at its most basic level. A more advanced analysis can be performed using Google Analytics to measure traffic, sources, and behavior.
But the performance of your website traffic is only one piece of the online marketing puzzle. You must also consider how individual pieces of content perform in light of your goals.
The feedback you get from this information helps you determine your future strategy decisions.
It can also help shape the content that you develop and distribute down the line for improved performance. You develop a well-crafted message that speaks directly to your customers.
More importantly, you can begin to answer the following questions:
How successful is the current content strategy?
How have conversion rates impacted total revenue for the business?
Have we met the business goals with respect to SEO, marketing, and other campaigns?
Analysis Features in Google Analytics
You can use Google Analytics features to analyze content performance. One of the features available allows you to create content groups.
Groupings lets you collect various pieces of content according to shared characteristics such as topic, medium, distribution, or length. This provides you with valuable feedback that might not be generated otherwise.
In Google Analytics, you can customize rules, which work a lot like the advanced segments commonly used within the platform.
How to Analyze Your Content
There’s a wide range of ways to group your content for the purpose of analysis. Many businesses test different factors to see how they affect the performance of a given piece of content.
For example, the length of a blog post can be analyzed to see if users respond more favorably to shorter or longer pieces. In addition, the days on which content is distributed can also be analyzed for optimizing future publications.
The groups you create (and their definitions) will allow Google Analytics to begin pushing your data through. Over time, you’ll begin to gain valuable insight into your existing strategy.
This can save valuable time by honing in on the best performing pieces of content without having to review your content archive.
Google Analytics is simple and free. This makes it a powerful tool for any business. Using its grouping feature will help you dig deeper into your content strategy to determine the most successful approach to serving your customers.
Begin to experiment with Google Analytics to analyze your content. If you’ve found success with this approach, let us know how it’s served your business in the comments below.