How to Create a Content Analysis Machine w/ Google
Analytics
A WEBINAR BY
AND
How to Create a Content Analysis Machine w/ Google Analytics#collectleads2
Jeff Sauer Eva McKnightContent Team Lead at FormstackFounder of Jeffalytics
How to Create a Content Analysis Machine w/ Google Analytics#collectleads3
Flexible online form building platform. Quickly capture responses with branded web forms.
How to Create a Content Analysis Machine w/ Google Analytics#collectleads4
Join the conversation on Twitter! • @formstack #collectleads
• @evachristine09 & @jeffsauer
• This webinar is being recorded and will be emailed to registrants.
#collectleads5
Google Analytics can do a lot of things
#collectleads6
But it is also a one size fits all tool (Customize it to your needs)
#collectleads7
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.
Close
#collectleads
This doesn’t give you much to work with. Just some lines of data and a lot of weak indicators of success.
9
How to Create a Content Analysis Machine with Google Analytics#collectleads10
What is a weak indicator and why do they happen?
Attract
Engage
Capture
Close
Nurture
Bounce rate - People think its important, but is it?
How to Create a Content Analysis Machine with Google Analytics#collectleads10
What is a weak indicator and why do they happen?
Attract
Engage
Capture
Close
Nurture
Bounce rate - People think its important, but is it?
A 95% bounce rate can make
you millions
How to Create a Content Analysis Machine with Google Analytics#collectleads10
What is a weak indicator and why do they happen?
Attract
Engage
Capture
Close
Nurture
Bounce rate - People think its important, but is it?
A 95% bounce rate can make
you millions
A 5% bounce rate can earn you
nothing
How to Create a Content Analysis Machine with Google Analytics#collectleads11
Attract
Engage
Close
Time on page
What is a weak indicator and why do they happen?
How to Create a Content Analysis Machine with Google Analytics#collectleads11
Attract
Engage
Close
Time on page
What is a weak indicator and why do they happen?
Only calculated for non-bounced
visitors
How to Create a Content Analysis Machine with Google Analytics#collectleads11
Attract
Engage
Close
Time on page
What is a weak indicator and why do they happen?
Only calculated for non-bounced
visitors
Could indicate love / hate relationship with your content
How to Create a Content Analysis Machine with Google Analytics#collectleads12
Attract
Engage
Capture
Close
Nurture
$ Value - I love this metric
What is a weak indicator and why do they happen?
How to Create a Content Analysis Machine with Google Analytics#collectleads12
Attract
Engage
Capture
Close
Nurture
$ Value - I love this metric
What is a weak indicator and why do they happen?
Shows relative value & validates
your strategy
How to Create a Content Analysis Machine with Google Analytics#collectleads12
Attract
Engage
Capture
Close
Nurture
$ Value - I love this metric
What is a weak indicator and why do they happen?
Shows relative value & validates
your strategy
Requires proper goal setup & value
assigned
#collectleads
Well if these are so weak, then what can we do?
13
How to Create a Content Analysis Machine with Google Analytics#collectleads14
Have you ever wanted to answer the following questions?
Attract
Engage
Capture
Close
Nurture
How to Create a Content Analysis Machine with Google Analytics#collectleads14
Have you ever wanted to answer the following questions?
Attract
Engage
Capture
Close
Nurture
How many words should I write in
my posts?
How to Create a Content Analysis Machine with Google Analytics#collectleads14
Have you ever wanted to answer the following questions?
Attract
Engage
Capture
Close
Nurture
How many words should I write in
my posts?
What day of the week are my posts
most popular?
How to Create a Content Analysis Machine with Google Analytics#collectleads14
Have you ever wanted to answer the following questions?
Attract
Engage
Capture
Close
Nurture
How many words should I write in
my posts?
What day of the week are my posts
most popular?
Which topic is most interesting to Google searchers?
How to Create a Content Analysis Machine with Google Analytics#collectleads14
Have you ever wanted to answer the following questions?
Attract
Engage
Capture
Close
Nurture
How many words should I write in
my posts?
What day of the week are my posts
most popular?
Which topic is most interesting to Google searchers?
What is my conversion rate by
author?
How to Create a Content Analysis Machine with Google Analytics#collectleads14
Have you ever wanted to answer the following questions?
Attract
Engage
Capture
Close
Nurture
How many words should I write in
my posts?
What day of the week are my posts
most popular?
Which topic is most interesting to Google searchers?
What is my conversion rate by
author?
How do our existing customers interact with our content?
How to Create a Content Analysis Machine with Google Analytics#collectleads14
Have you ever wanted to answer the following questions?
Attract
Engage
Capture
Close
Nurture
How many words should I write in
my posts?
What day of the week are my posts
most popular?
Which topic is most interesting to Google searchers?
What is my conversion rate by
author?
How do our existing customers interact with our content?
What is our bounce rate by browser
screen size?
How to Create a Content Analysis Machine with Google Analytics#collectleads15
Have you ever wanted to answer the following questions?
Close
Nurture
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
#collectleads
Advanced content analysis: We can do all these things in Google Analytics using advanced techniques
16
#collectleads17
Cg Sd BrContent Groupings Secondary Dimensions Adjusted Bounce Rate
Today I am going to talk about
#collectleads18
CgContent Groupings
You can group your content by any number of attributes to make reports more meaningful
#collectleads
How to create content groups
19
How to Create a Content Analysis Machine with Google Analytics#collectleads20
Attract
Engage
Capture
CgContent Groupings
First, define your groups (there are three ways to do this)
How to Create a Content Analysis Machine with Google Analytics#collectleads21
Be specific with first rules and then leave the more general rules for the end.
Attract
Engage
Capture
CgContent Groupings
How to Create a Content Analysis Machine with Google Analytics#collectleads22
Close
Most valuable groupings come from code (I love Google Tag Manager for this step)
Attract
Engage
Capture
CgContent Groupings
How to Create a Content Analysis Machine with Google Analytics#collectleads23
Attract
Engage
Capture
Close
Here’s a code example for tracking word count, word count range, and year published.
Attract
Engage
Capture
CgContent Groupings
How to Create a Content Analysis Machine with Google Analytics#collectleads24
Engage
Capture
Here’s an example of a final report.
Attract
Engage
Capture
CgContent Groupings
How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
Word count
How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
Word count Author name
How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
Word count Author name
Year published
How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
Word count Author name
Year published Day of the week published
How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
Word count Author name
Year published Day of the week published
Month published
How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
Word count Author name
Year published Day of the week published
Month published Total comments on post
How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
Word count Author name
Year published Day of the week published
Month published Total comments on post
Post category, tag, or topic (from blog software)
How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
Word count Author name
Year published Day of the week published
Month published Total comments on post
Post category, tag, or topic (from blog software)
Social shares
How to Create a Content Analysis Machine with Google Analytics#collectleads26
Attract
Engage
Capture
Close
More Ideas
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
How to Create a Content Analysis Machine with Google Analytics#collectleads26
Attract
Engage
Capture
Close
More Ideas
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
Social share counts
How to Create a Content Analysis Machine with Google Analytics#collectleads26
Attract
Engage
Capture
Close
More Ideas
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
Social share counts External links
How to Create a Content Analysis Machine with Google Analytics#collectleads26
Attract
Engage
Capture
Close
More Ideas
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
Social share counts External links
On page metadata
How to Create a Content Analysis Machine with Google Analytics#collectleads26
Attract
Engage
Capture
Close
More Ideas
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
Social share counts External links
On page metadata Targeted keyword
How to Create a Content Analysis Machine with Google Analytics#collectleads26
Attract
Engage
Capture
Close
More Ideas
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
Social share counts External links
On page metadata Targeted keyword
Specific dates
How to Create a Content Analysis Machine with Google Analytics#collectleads26
Attract
Engage
Capture
Close
More Ideas
Engage
CaptureAttract
Engage
Capture
CgContent Groupings
Social share counts External links
On page metadata Targeted keyword
Specific dates Company department
#collectleads
Where else does content grouping make Google Analytics data shine?
27
How to Create a Content Analysis Machine with Google Analytics#collectleads28
Attract
Engage
Capture
Close
Behavior Flow Report
How to Create a Content Analysis Machine with Google Analytics#collectleads29
Attract
Engage
Capture
Close
Custom Reports
#collectleads30
CdCustom Dimensions
Make Google Analytics speak your language
How to Create a Content Analysis Machine with Google Analytics#collectleads31
Attract
Engage
CaptureClose
Custom and Secondary Dimensions
view custom secondary dimensions
How to Create a Content Analysis Machine with Google Analytics#collectleads31
Attract
Engage
CaptureClose
Custom and Secondary Dimensions
view custom secondary dimensions
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
31
Attract
Engage
CaptureClose
Custom and Secondary Dimensions
view custom secondary dimensions
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
31
Attract
Engage
CaptureClose
Custom and Secondary Dimensions
view custom secondary dimensions
Google Analytics is more useful when you segment
Custom dimensions - Make Google Analytics speak your language
How to Create a Content Analysis Machine with Google Analytics#collectleads
Creating advanced segments is a lot of work and can result in sampling
31
Attract
Engage
CaptureClose
Custom and Secondary Dimensions
view custom secondary dimensions
Google Analytics is more useful when you segment
Custom dimensions - Make Google Analytics speak your language
Screen size of browser
How to Create a Content Analysis Machine with Google Analytics#collectleads
Creating advanced segments is a lot of work and can result in sampling
31
Attract
Engage
CaptureClose
Custom and Secondary Dimensions
view custom secondary dimensions
Google Analytics is more useful when you segment
Custom dimensions - Make Google Analytics speak your language
Screen size of browser
Customer status (lead, customer, unknown)
How to Create a Content Analysis Machine with Google Analytics#collectleads32
Attract
Engage
Capture
Close
Custom and Secondary Dimensions
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
#collectleads33
BrAdjusted Bounce Rate
Measure bounce correctly
How to Create a Content Analysis Machine with Google Analytics#collectleads34
Attract
Engage
Close
Adjusted Bounce Rate
User enters and exits the same page WITH NO INTERACTION
BOUNCE RATE:
How to Create a Content Analysis Machine with Google Analytics#collectleads35
Attract
Engage
Capture
Close
= “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
Adjusted Bounce Rate
How to Create a Content Analysis Machine with Google Analytics#collectleads36
Attract
Engage
Capture
Close
Non - Bounce Interaction Code “Adjusted” Bounce Rate
Adjusted Bounce Rate
#collectleads
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.
37
#collectleads
Once you know what content resonates, how do you scale?
38
How to Create a Content Analysis Machine w/ Google Analytics#collectleads39
E-bookGuest Post Blog Series
InfographicVideo
SlideshareTwitter chat
Email Marketing
Webinar
Beyond the landing page
#collectleads
Define other KPIs to pay attention to. What behaviors should my visitors take?
40
How to Create a Content Analysis Machine with Google Analytics#collectleads41
Here are a few KPIs to add to your reporting cycle
Close
• Social Shares • Traffic Sources • Landing Page Conversion Rate • Prospect to Sale Conversion Rate
Keep goals in mind
How to Create a Content Analysis Machine with Google Analytics#collectleads42
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
How to Create a Content Analysis Machine with Google Analytics#collectleads43
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
+
#collectleads
Repurposing content that converts What we’ve learned
44
How to Create a Content Analysis Machine with Google Analytics#collectleads45
Case Study #1 - Anatomy of a Perfect landing page
Close
• Created several years ago • Huge hit on social media • Viewed on our site more 750,000 times (not including re-blogs and shares)
How to Create a Content Analysis Machine with Google Analytics#collectleads46
A successful infographic became a successful webinar.
Close
• 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
How to Create a Content Analysis Machine with Google Analytics#collectleads47
CloseWebinar
Sales Collateral
Infographic
Press coverage
Case Study #2 Form Conversion Report + Newsjacking
How to Create a Content Analysis Machine with Google Analytics#collectleads48
Close
• 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
How to Create a Content Analysis Machine with Google Analytics#collectleads49
Close
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.
How to Create a Content Analysis Machine with Google Analytics#collectleads50
Close
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.
How to Create a Content Analysis Machine with Google Analytics#collectleads51
Close
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
#collectleads
Questions?
52