Creating original and interesting content is one of the most important things we can do as entrepreneurs. It communicates to our audience (and potential clients) everything they need to know about how we do our work and why we can help them specifically.
And even though it is important, I hear it is one of the hardest things to do. Time and time again I hear about how difficult it is to produce compelling content and deliver it on a consistent basis.
I get it; creativity isn’t cheap. And it doesn’t always come when you need it. Actually, building a structure and habit around producing content is probably the best way to get those creative neurons going.
So, at the beginning of the month, if you are stuck on what blog articles, podcast topics, or freebie opt-in you should be working on, here are three Google Analytics tips you can use to stimulate the creative juices.
- Use filters. When using a report like Behavior > Site Content > All Pages, don’t just stare at all your traffic bunched together. Instead, filter our the main pages and just focus on the blog content. You can do this easily by using the advanced filter on the top right, above the metrics.
Here you can add several filters, excluding main pages on your website. The search bar on the right is smart to detect values coming up in this report so you don’t have to do the work.
Outcome: Once you’ve filtered out the pages, you will be able to better analyze just blog content and see which one is most popular, least popular, etc. You can use this to inspire future content or what topics aren’t as interesting to users.
2) Keep an eye on bounce rate + new visits. Some of you might get an awkward feeling when it comes to Bounce Rate, but this key metric will help you detect what content is not sticking very well.
And if you zoom in on new visits, this gives you an even clearer picture in terms of content that is pulling in visitors who are coming to your site for the first time.
To cross these two data types, go to Behavior > Site Content > Landing report and with the Second Dimension option, select User Type. You can use the search bar again to save time in finding it.
Now you will be able to see each blog post by user type (new or return). Focus on the new visitors, and check to see which content produced the highest bounce rates.
Outcome: Knowing what content is getting new users to stay on your site can help you understand better what these fresh visitors are looking for and what they find attractive in terms of your content. It is important to separate these two types of visitors and have a unique strategy for each.
3) Document all your strategy and finding. This isn’t a specific report or metric, but it is something many business owners don’t do when it comes to their analytics.
As part of the monthly date you have with your Google Analytics, you should bring along a spreadsheet that you update with what you noticed as part of your analysis. This will help you notice patterns over time, compare strategy, and in the end progress in whatever your goals are.
It doesn’t have to be complex; just something to quickly fill out and refer to when you are looking at what to write, or talk about.
For the conclusions that you can draw from the data, it can be your honest and obvious observation. It is important to take into consideration what other marketing strategies you used for each content. Did you share on Facebook? Or did a referral also share the content? Also consider the details of the content. Did you spend extra time writing an intriguing title? Did you include an awesome stock photo? Or maybe you spent more time letting the writing simmer and were able to edit it better? Try and pinpoint the successes and failures, and to learn from them.
I hope this takes off the weight of your next content creation. And if you want a more hands on approach, do my 5 day content creation challenge, to generate a month’s worth of content using Google Analytics.
What is included? Take a look:
- Daily reporting prompts sent to your inbox that tell you exactly what to look at and how to interpret your data
- Ideas on how to draw inspiration from your data and to then translate that into real content
- Email Support from me to answer any questions you might have!
Be part of this 5 days challenge and take out the pain of figuring out what to write about. Let Google Analytics tell you instead!