Content Marketing is the King and booming tactic to connect and communicate with your audience/visitors. As per the content marketing experts they get 7.8 times more traffic to their sites in comparison with non-content marketing sites. Google analytics is the most powerful tool to measure the success of you Content Marketing Strategy.
As discussed in our B2B Content Marketing Strategy blog, you all are aware that setting up of clear goals for content marketing strategy is the important step. Even creation of the unique, high quality, effective and goal accomplishing content plays a significant role. Once your content is published in public environment analyzing the success results for your content marketing strategy is a must do activity. To do so Google Analytics is the most popular and powerful analytics tool.
Two Imperative Aspects to be Considered Here:
- Technical Aspect: Technical aspect demands the proper analytics tracking code to be included in website source code.
- Legal Aspect: Legal Aspect demands the implementation of Google Analytics to adapt the data protection laws.
Here are Five Segments of Google Analytics to Measure Content Campaign Success
1. Audience Persona(Demographics)
Demographics is first the segment that helps you in building an effective content campaign strategy. Through Google Analytics you can know more about your targeted audience and active visitors on your site.
To adapt this segment, Click on Audiences -> Demographics -> Overview. Here you can analyze the data about your current active visitors, even their age, gender and interested categories. This data will help you generate your customer persona sheet.
2. Content/Post Engagement
Analyzing the engagement for your blogs content is equally important. While exploring the results you will get to know which content is doing good and popular, so that you can implement and create the same.
To explore this segment, Click on Behavior -> Site Content -> All Pages. This will take you to your all site pages content report based on page-views. Through this you can generate engagement measure report that includes page views, Average time spent on particular page, Bounce rate, Exit and Page Value.
3. User Traffic Sources
If your content gets traffic from all the sources, then your content marketing strategy is on the way to be successful. Take a deep look into Traffic Channels of your Google Analytics and let yourself know which is performing better for your content marketing strategy.
To take a look, Click on Acquisition -> All Traffic -> Channels. Here you will analyze which all traffic sources are bringing good number of visitors to your site or blog. The traffic channels will include the traffic sources as Social Media Platforms, Organic Traffic(SEO), Direct Traffic, Paid Traffic and Referral Traffic.
4. Implementation via Various Devices and Platforms
In any website or any content marketing strategy, User Experience matters a lot. According to research mobile users are five times more likely to drop down and leave the website page if the site is not mobile optimized. Using Google Analytics you can explore the user experience issues with your site content comparing with a performance by platform.
To check this, Click on Audience -> Mobile -> Overview. Here you will get the complet report about your site performance on different devices like Mobile, Desktop and Tablet.
5. Conversions and Goals
Every content marketing strategy holds its own goals, driving targeted traffic and converting the visitors into buyers will be the most common goal. Many of the bloggers and content leaders go with some call-to-action forms on the sites for visitors to take action.
This Call-To-Actions Include:
- Contact Form
- Downloading Content as PDF
- Subscribing for Blog & Newsletters
- Buying the Product
Conclusion:As per listed above, you can see there are various ways to evaluate your content marketing performance and results. Google Analytics answers all your questions regarding your content marketing strategy and goals.