Content creation has become one of the most popular techniques within digital marketing. Compared with traditional advertising, content creation allows companies to build a more natural, long-lasting relationship with customers. As well as long term benefits, uploading videos and blogs, can also lead directly to sales with conversion rates depending on a variety of different factors.
Keeping track of your content can be paramount. You should be asking yourself questions such as, what type is doing the best, when the best time of day to post is and which pieces are leading to the most sales. These are all very important questions, with answers that can help you to produce the best content possible. Using a program such as Google Analytics will help you acquire data such as this and answer all of these questions. Analytics is incredibly sophisticated and although it may appear complex at first, one you have gotten the hang of it, it can completely change the way in which you employ this type marketing.
When thinking about metrics, many content creators focus on a few different things. Usually these are reduced to page views and conversions. Whilst these are useful statistics, they will only showcase a small portion of the picture. To have a fuller understanding of your content and the impact it is having, you should look into other metrics. These include page views (standard and unique), the average time spent on the page, entrance rates, exit rates and bounce rates. You can also look at timings and find out which time of the day is the best for posting blogs or videos.
Google Analytics will allow you to view data on how visitors are accessing your content. There are many different channels which can be used to direct traffic but the most successful is dependent on a variety of factors. Some companies choose to drive traffic via email, other use referring sites and of course one of the most popular channels is social media. However, it isn’t a case of one size fits all, every website is different and this is why analytics are so important. It’s only through the use of such a program that you can acquire solid data on which channel is the most successful for you and your content.
It may seem like an obvious suggestion but one of the most useful aspects of Analytics is to find out what your most popular content is. However, this isn’t just about view counts alone, it’s about consumers finding their way to the content, staying with it and then being converted into a customer. Using these measurements, you can ascertain which of your articles or videos are the most successful and then attempt to extrapolate why this is so. You could even experiment with your content in order to generate more traffic. For example, changing the title of your piece can have a dramatic effect on its overall success.
One of the main benefits to utilising a program as advanced as Google Analytics is that it allows you to gain in-depth information on metrics such as timings. So for example you don’t have to settle with which of your content is the most popular, you can actually find out when it’s the most popular. This will provide an insight into your demographic and will also offer you data on when the best time is to upload. You can also compare the traffic to your site on a week by week basis, judging whether any recent changes have affected the way in which consumers interact with your site.
One of the most impressive features of Google Analytics is that you can view traffic on your content, in real time. This is especially useful immediately after posting a new piece. Real time data on how consumers are interacting with your content provides invaluable information on both your successes and weaknesses.
At this point in time, it isn’t a question of “can analytics improve my content,” it’s a question of how.