Google Analytics can be an amazing tool, but it’s pretty much as useful as an ice cream if you don’t know what exactly you’re supposed to be measuring. When it comes to content marketing, many think that as long as they’re producing as many articles as possible, then they’re on the right track, which is a bit of a half truth.
While creating content regularly is definitely a bonus, you still need to measure how your content is performing, and that where Google Analytics and knowing your KPIs are concerned. When you’re in the content marketing business (or just marketing in general), you need to know what to measure. While there are a good few ways to measure your results on Google Analytics, we’ll look at three of the more important ones.
We’re all trying to get our content in front of an audience, but we’re trying to get it in front of a certain type of audience. After all, you’re not trying to get an ad for your super skinny jeans in front of a pensioner. That’s where Google Analytics’ Demographic Reports come in handy. With this, you’ll be able to see exactly who is looking at your content. If your content isn’t in front of the wrong eyeballs, then you’ll need to change strategy.
Page Views By Source
Getting your content viewed is an amazing feeling, especially when it results in a sale or other type of conversion, but a lot of the time you need to see where exactly these page views are coming from. And why? Once you know where your page views are coming from, you’ll know where you’re marketing strategy is under or over performing and be able to adjust accordingly.
Once you know where your page views are coming from, you’ll be able to focus deeper and see which articles are resonating with audiences on each Social Media platform. LinkedIn and Facebook are two different places with different audiences, so breaking down what types of articles are a hit in each platform can help you segment your audience further and plan accordingly.
While everyone will have their own KPIs, measuring the impact your marketing strategy is having is a key issue, regardless of what you’re marketing or who you’re selling to. Simply stopping at how many views your content is getting is pretty short sighted; after all, it’s about getting your content in front of the right people that matters.