How to Create a Content Analysis Machine

transcript

How to Create a Content Analysis Machine w/ Google

Analytics

A WEBINAR BY

How to Create a Content Analysis Machine w/ Google Analytics#collectleads2

Jeff Sauer Eva McKnightContent Team Lead at FormstackFounder of Jeffalytics

Flexible online form building platform. Quickly capture responses with branded web forms.

Join the conversation on Twitter! • @formstack #collectleads

• @evachristine09 & @jeffsauer

• This webinar is being recorded and will be emailed to registrants.

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Google Analytics can do a lot of things

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But it is also a one size fits all tool (Customize it to your needs)

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CoContent

Today I want to talk about how to get more insights about your content in Google Analytics

How to Create a Content Analysis Machine with Google Analytics#collectleads8

Out of the box, GA content reports are a little underwhelming.

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This doesn’t give you much to work with. Just some lines of data and a lot of weak indicators of success.

What is a weak indicator and why do they happen?

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Bounce rate - People think its important, but is it?

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A 95% bounce rate can make

you millions

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A 95% bounce rate can make

you millions

A 5% bounce rate can earn you

nothing

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Time on page

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Time on page

Only calculated for non-bounced

visitors

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Time on page

Only calculated for non-bounced

visitors

Could indicate love / hate relationship with your content

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$ Value - I love this metric

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Shows relative value & validates

your strategy

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Shows relative value & validates

your strategy

Requires proper goal setup & value

assigned

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Well if these are so weak, then what can we do?

Have you ever wanted to answer the following questions?

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How many words should I write in

my posts?

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my posts?

What day of the week are my posts

most popular?

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my posts?

most popular?

Which topic is most interesting to Google searchers?

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my posts?

most popular?

What is my conversion rate by

author?

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my posts?

most popular?

author?

How do our existing customers interact with our content?

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my posts?

most popular?

author?

How do our existing customers interact with our content?

What is our bounce rate by browser

screen size?

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Is our content marketing hitting the mark?

Are we making progress towards our goal with our recent content marketing?

Did our SEO investment mature like we thought it

would?

Has our new focus on conversions affected overall

revenue significantly

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Advanced content analysis: We can do all these things in Google Analytics using advanced techniques

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Cg Sd BrContent Groupings Secondary Dimensions Adjusted Bounce Rate

Today I am going to talk about

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CgContent Groupings

You can group your content by any number of attributes to make reports more meaningful

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How to create content groups

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CgContent Groupings

First, define your groups (there are three ways to do this)

Be specific with first rules and then leave the more general rules for the end.

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CgContent Groupings

Most valuable groupings come from code (I love Google Tag Manager for this step)

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CgContent Groupings

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Here’s a code example for tracking word count, word count range, and year published.

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CgContent Groupings

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Here’s an example of a final report.

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CgContent Groupings

Other ideas to track

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CgContent Groupings

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CgContent Groupings

Word count

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CgContent Groupings

Word count Author name

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CgContent Groupings

Year published

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CgContent Groupings

Year published Day of the week published

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CgContent Groupings

Month published

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CgContent Groupings

Month published Total comments on post

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CgContent Groupings

Post category, tag, or topic (from blog software)

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CgContent Groupings

Post category, tag, or topic (from blog software)

Social shares

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More Ideas

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CgContent Groupings

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CgContent Groupings

Social share counts

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CgContent Groupings

Social share counts External links

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CgContent Groupings

On page metadata

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CgContent Groupings

On page metadata Targeted keyword

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CgContent Groupings

Specific dates

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CgContent Groupings

Specific dates Company department

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Where else does content grouping make Google Analytics data shine?

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Behavior Flow Report

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Custom Reports

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CdCustom Dimensions

Make Google Analytics speak your language

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Custom and Secondary Dimensions

view custom secondary dimensions

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Google Analytics is more useful when you segment

How to Create a Content Analysis Machine with Google Analytics#collectleads

Creating advanced segments is a lot of work and can result in sampling

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Custom dimensions - Make Google Analytics speak your language

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Screen size of browser

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Screen size of browser

Customer status (lead, customer, unknown)

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Just like Multiplication, the insights are exponentially more useful

Example:

Word count vs Word count w/ Search Traffic

Browser size of visitor vs Browser size and Bounce rate

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BrAdjusted Bounce Rate

Measure bounce correctly

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Adjusted Bounce Rate

User enters and exits the same page WITH NO INTERACTION

BOUNCE RATE:

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= “INTERACTION”

A Logged Event

i.e logging an event at a 5- second view time (or whatever “first impression” time makes sense for your audience) results in Google

Analytics NOT counting the visit as a bounce

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Non - Bounce Interaction Code “Adjusted” Bounce Rate

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Love what you are hearing about Google Analytics? We have an online course coming February 1st, 2016!

Check out www.analyticscourse.net for more information.

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Once you know what content resonates, how do you scale?

E-bookGuest Post Blog Series

InfographicVideo

SlideshareTwitter chat

Email Marketing

Webinar

Beyond the landing page

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Define other KPIs to pay attention to. What behaviors should my visitors take?

Here are a few KPIs to add to your reporting cycle

• Social Shares • Traffic Sources • Landing Page Conversion Rate • Prospect to Sale Conversion Rate

Keep goals in mind

Different KPIs may become more significant based on your goals.

Goal KPI

Increase brand awareness

Free trials/Demos

Social Shares, page views,

Landing page conversion Rate

For more Google Analytics magic, track activity on your form

• Better understanding of the activity the user takes on your conversion point: the form

• Sync information on how the user interacts with your form into Google Analytics

Result: more streamlined reporting, less to monitor, more holistic picture of your user activity

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Repurposing content that converts What we’ve learned

Case Study #1 - Anatomy of a Perfect landing page

• Created several years ago • Huge hit on social media • Viewed on our site more 750,000 times (not including re-blogs and shares)

A successful infographic became a successful webinar.

• To date has driven more leads for us than any other webinar

• We’ve repurposed the “Anatomy” theme across other content that saw decent success

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Sales Collateral

Infographic

Press coverage

Case Study #2 Form Conversion Report + Newsjacking

• Formstack releases annual benchmark report of conversion rates across its customers

• It’s become successful, but we’ve leveraged it in a few ways

Most notably, we did a bit of newsjacking.

Case Study #2 Form Conversion Report + Newsjacking

Think about ways your content could be relatable to a specific audience.

• The Form Conversion Report included some best practices for optimizing forms for mobile.

• Around that time, Google announced update to its algorithm that gave mobile-optimized sites a higher page value than those that weren’t.

Repurposing content gives you a valuable opportunity to speak to different buyer personas.

• You get not only more mileage out of content, but content that is more relevant to your audience

• Once you know profitable themes and ideas you can brainstorm ways to broadcast it through various mediums.

Formstack’s Google Analytics Plugin

• Track form activity as events in Google Analytics

• Log occurrences such as views, submit button clicks, Save & Resume, and validation errors

• View form activity in conjunction with overall campaign goals

Get a free trial of this feature on our Gold Plan

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Questions?