using google analytics to generate b2b content ideas
TRANSCRIPT
Using Google Analytics to Generate B2B Content Ideas
B2B Marketing ExpoMay 11th 2016
Emily Hill @AskEmilyHill
uk.linkedin.com/in/emilyjanehill/slideshare.net/EmilyHill1
• Set up Write My Site in 2006:www.writemysite.co.uk
• New copywriting training website launching 2016:
www.AskEmilyHill.com
Who Needs Google Analytics Anyway?
Write My Site Content Inspiration Survey
Do you add regular content to your website, such as blogs and guides?
Answer
Do you produce as much content as you would like?
Answer
If no, why do you think this is? (Select all that apply)
Answer
Do you use Google Analytics?
Answer
If yes, why do you use Google Analytics? (Select all that apply)
Answer
Content Inspiration Dashboard
writemysite.co.uk/contentinspiration
Dashboard Widget: New vs Returning Visitors
New vs Returning Visitors
New vs Returning Visitors
Impact on content planning - new visitors:
• Write ‘short and snappy’ pieces that don’t take long to read• Improve internal content linking to extend session times
Impact on content planning - returning visitors:
• Write long-form content, e.g. downloadable white papers• Create blog pieces specifically for returning visitors (e.g. regular features,
content series)
Frequency and Recency
Dashboard Widget: UK Cities
UK Cities – Avg. Time on Page
UK Cities – Avg. Time on Page
Impact on content planning:
• Create/ curate content targeted at users from the most engaged locations• Examine existing content to identify gaps that may be harming engagement in
target locations.
Dashboard Widget: Traffic Sources
Traffic Sources
Traffic Sources
Traffic Sources
Impact on content planning:• Continue optimising all content for organic
search • Revise content distribution strategy, to include
greater focus on existing social communities• Look at a remarketing strategy
Dashboard Widget: Site Search
Site Search
Site Search
Impact on content planning:
• Create more content around popular search terms • Fill any ‘content gaps’ revealed by the searches• Investigate relevant content that already exists – is there a problem with the its
structure/ navigation?
Dashboard Widget: Most Popular Content
All Pages Report – Avg. Time on Page
Goodbye GA, Hello Excel
Why Size Matters
Why Size Matters
What Are Our Best Features?
Conclusions:
• Posing a question in the title doesn’t cause the piece to outperform others• No pieces with a negative tone made it into the Top 10 – consider revising House Style
Guide to commission only pieces with a neutral or positive tone• 3 out of our top 10 pieces contain the word ‘statistics’ – test other data-inspired content
to see if our users continue to respond well to this approach
Look for the Patterns
Download yourContent Inspiration Pack
Content Inspiration Dashboard Content Analysis Spreadsheet10 Sources of Content Inspirationwritemysite.co.uk/contentinspiration
Come and see us: Stand 302