The document provides 10 tips for aligning content strategy with Google Analytics data. It recommends collecting the right data through tools like Google Tag Manager, understanding the full capabilities of Google Analytics, and using data to tell stories and gain knowledge. It also suggests setting goals, tracking content performance, optimizing landing pages, promoting content, proving the value of top-of-funnel activities, and properly calculating return on investment.
4. 10 Tips For Aligning
Content Strategy to
Google Analytics
5. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
1) Collect the Right Data
6. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Analytics Used to be an IT Roadblock
• Nerd/IT
person
as
roadblock
7. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Then Came Google Tag Manager
Get
Google
Tag
Manager:
google.com/tagmanager
8. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Now We Can Easily Track
Website
Analy:cs
Heat
Maps
Remarke:ng
Conversion
Tracking
Audience
Measurement
Display
Ads
9. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Revolution for Gaining Insights
Google
Tag
Manager
is
like
the
Co+on
Gin
of
the
Measurement
Revolu:on
10. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
2) Understand The Possible
Photo
Credit:
morberg
via
Compfight
11. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Many Possibilities in Google Analytics
Periodic
Table
of
Google
Analy>cs:
h*p://bit.ly/GAperiodic
12. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
3) Turn Data into Knowledge
13. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Knowledge > Information > Data
Data
vs.
Informa>on
vs.
Knowledge:
h*p://www.infogineering.net/data-‐informa>on-‐knowledge.htm
14. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Use Data to Tell a Story
We
Like
Telling
Stories,
Right?
15. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
4) A Customer is not a Device
23. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
6) Your Content Must Perform
• Customer
engagement
• Bounce
Rate
black
hole
• Advanced
Content
Tracking
Jus:n
Cutroni
24. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
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)
28. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
7) What is the Big Draw?
• Landing
Pages
importance
YourWebsite.com"
29. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Where Are They Going? Landing Pages
Landing
Pages
Report:
What
pages
are
driving
visitors
to
your
site?
30. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
How Did They Get There?
Secondary
Dimensions:
How
did
they
get
there?
32. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
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
33. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Understand Time Spent Reading
Time
on
Page
*
Pageviews
=
How
much
:me
your
ar:cles
have
been
read
*
34. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
9) Prove Top of Funnel Value
• Image
Photo
Credit:
epSos.de
via
Compfight
cc
35. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
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.
36. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Customers, not Channels
37. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Assisted Conversion Value
43. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Subtract Cost of Selling Each Product
Revenue
Adver:sing
Investment
Product
Cost
44. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Subtract Fixed Costs of Business
Revenue
Adver:sing
Investment
Product
Cost
Fixed
Costs
45. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Now You Have Net Profit
Revenue
Adver:sing
Investment
Product
Cost
Fixed
Costs
Net
Profit
46. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
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