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I've done a lot of content and a lot of analytics, so I wanted to write a post to tie the two together: how to use data to inform your content strategy and execution. Lots of times I feel content is left out of the discussion we talk about being "data-driven," but there's no real reason for that. In this article I give a half dozen walk throughs in Google Analytics as well as show you how to conduct qualitative data analysis to reach better results with your content marketing.

  • ML

    Mark Lindquist

    over 1 year ago #

    This is awesome, thanks for sharing. Love the excel formulas/screenshots, it's always nice when authors share the exact formulas rather than just saying 'clean it up in excel and you'll have XYZ'.

    • AB

      Alex Birkett

      over 1 year ago #

      Thanks! I like to be as concrete as possible when walking through the examples but always worry about boring people with the nitty gritty. Glad you found the nitty gritty useful

  • RF

    Ryan Farley

    over 1 year ago #

    Wow, can't believe I didn't know that GA time of day heatmap trick for knowing when to publish, that's brilliant!

    • AB

      Alex Birkett

      over 1 year ago #

      Yep! They show a heatmap on their dashboard but I like to export specific metrics and dimensions to cut and slice the data on my own in Excel or R. Pretty handy data visualization to quickly explain to things to others on the team

  • VE

    Victor Eduoh

    over 1 year ago #

    Great, great post.

    You did a great job here, Alex.

    Thanks for sharing.

    • AB

      Alex Birkett

      over 1 year ago #

      Thank you! Been meaning to write something like this for a while and finally put the finishing touches on it. Glad you like it

  • ED

    Edward Dennis

    over 1 year ago #

    I wish someone was kind enough to create a GA dashboard off of this post....

  • AZ

    Allen Zapien

    over 1 year ago #

    Thanks, great post!

  • ED

    Elise Dopson

    over 1 year ago #

    Great post! It's so important to ensure your content is data-driven: whether that's through surveys or GA analysis. Love that you included the heatmap -- such an under-used tool.

  • CL

    Cassie Lance

    over 1 year ago #

    Alex, you always present the wonderful post. It was an amazing read about the Content strategy. Thanks for listing out some helpful ways, I'll try to use them.

  • JC

    Jerome Collomb

    over 1 year ago #

    Super useful, Alex. Shared it with my team. Didn't know the comparison feature! We might have a mistake here when you say "The pages with high traffic and lower than average conversion rates or bounce rates are the biggest potential impact areas. " I guess you wanted to say low conversion rate / high bounce rate, as bounce rate represent an opportunity to improve, only when it's high.

    • AB

      Alex Birkett

      over 1 year ago #

      Whoops, yeah definitely meant that. High traffic & reach combined with below average performance or engagement metrics (low CVR, or high bounce) would be the way to go!

  • IK

    Ishika Kapoor

    over 1 year ago #

    There’s only so much you can cover in a blog post, and this one is already long. But we all get the point: content marketing and analytics don’t need to be antonyms. Thanks, @iamalexbirkett for this wonderful post!

  • HR

    Hadwin Rex

    about 1 year ago #

    Thanks for sharing Alex, Its sounds great.

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