Ever had these questions?
Is our content marketing hitting the mark?
Are we making progress toward our goals with our recent content marketing?
Did our SEO investment mature like we thought it would?
Has our new focus on converting visitors affected overall revenue significantly?
Google analytics is known for being a powerful and free tool for analyzing your web traffic, but what may be less known, is ability of Google Analytics to be configured to give you insightful data in the performance of your content marketing efforts. In this webinar we'll show utilizing "content groupings" in Google Analytics gives content marketers a clear way to gauge and report on the results of their web content.
In this webinar you'll learn:
* How to use content groupings in Google Analytics to accurately measure content performance
* How to organize and segment your content groups/themes to draw meaningful insights from your content
* Best practices you can apply to start immediately optimizing your content marketing efforts
1. How to Create a Content
Analysis Machine w/ Google
Analytics
A WEBINAR BY
AND
2. How to Create a Content Analysis Machine w/ Google Analytics#collectleads2
Jeff Sauer Eva McKnight
Content Team Lead at FormstackFounder of Jeffalytics
3. How to Create a Content Analysis Machine w/ Google Analytics#collectleads3
Flexible online form building platform. Quickly
capture responses with branded web forms.
4. 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.
10. 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?
11. 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
12. 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
13. 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?
14. 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
15. 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
16. 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?
17. 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
18. 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
20. 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
21. 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?
22. 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?
23. 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?
24. 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?
25. 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?
26. 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?
27. 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
32. How to Create a Content Analysis Machine with Google Analytics#collectleads20
Attract
Engage
Capture
Cg
Content Groupings
First, define your groups
(there are three ways to do this)
33. 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
Cg
Content Groupings
34. 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
Cg
Content Groupings
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Attract
Engage
Capture
Close
Here’s a code example for tracking word count,
word count range, and year published.
Attract
Engage
Capture
Cg
Content Groupings
36. How to Create a Content Analysis Machine with Google Analytics#collectleads24
Engage
Capture
Here’s an example of a final report.
Attract
Engage
Capture
Cg
Content Groupings
37. How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
Capture
Attract
Engage
Capture
Cg
Content Groupings
38. How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
Capture
Attract
Engage
Capture
Cg
Content Groupings
Word count
39. How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
Capture
Attract
Engage
Capture
Cg
Content Groupings
Word count Author name
40. How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
Capture
Attract
Engage
Capture
Cg
Content Groupings
Word count Author name
Year published
41. How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
Capture
Attract
Engage
Capture
Cg
Content Groupings
Word count Author name
Year published Day of the week published
42. How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
Capture
Attract
Engage
Capture
Cg
Content Groupings
Word count Author name
Year published Day of the week published
Month published
43. How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
Capture
Attract
Engage
Capture
Cg
Content Groupings
Word count Author name
Year published Day of the week published
Month published Total comments on post
44. How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
Capture
Attract
Engage
Capture
Cg
Content 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)
45. How to Create a Content Analysis Machine with Google Analytics#collectleads25
Other ideas to track
Engage
Capture
Attract
Engage
Capture
Cg
Content 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
46. How to Create a Content Analysis Machine with Google Analytics#collectleads26
Attract
Engage
Capture
Close
More Ideas
Engage
Capture
Attract
Engage
Capture
Cg
Content Groupings
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Attract
Engage
Capture
Close
More Ideas
Engage
Capture
Attract
Engage
Capture
Cg
Content Groupings
Social share counts
48. How to Create a Content Analysis Machine with Google Analytics#collectleads26
Attract
Engage
Capture
Close
More Ideas
Engage
Capture
Attract
Engage
Capture
Cg
Content Groupings
Social share counts External links
49. How to Create a Content Analysis Machine with Google Analytics#collectleads26
Attract
Engage
Capture
Close
More Ideas
Engage
Capture
Attract
Engage
Capture
Cg
Content Groupings
Social share counts External links
On page metadata
50. How to Create a Content Analysis Machine with Google Analytics#collectleads26
Attract
Engage
Capture
Close
More Ideas
Engage
Capture
Attract
Engage
Capture
Cg
Content Groupings
Social share counts External links
On page metadata Targeted keyword
51. How to Create a Content Analysis Machine with Google Analytics#collectleads26
Attract
Engage
Capture
Close
More Ideas
Engage
Capture
Attract
Engage
Capture
Cg
Content Groupings
Social share counts External links
On page metadata Targeted keyword
Specific dates
52. How to Create a Content Analysis Machine with Google Analytics#collectleads26
Attract
Engage
Capture
Close
More Ideas
Engage
Capture
Attract
Engage
Capture
Cg
Content Groupings
Social share counts External links
On page metadata Targeted keyword
Specific dates Company department
57. How to Create a Content Analysis Machine with Google Analytics#collectleads31
Attract
Engage
Capture
Close
Custom and Secondary Dimensions
view custom
secondary dimensions
58. How to Create a Content Analysis Machine with Google Analytics#collectleads31
Attract
Engage
Capture
Close
Custom and Secondary Dimensions
view custom
secondary dimensions
Google Analytics is more useful when
you segment
59. 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
Capture
Close
Custom and Secondary Dimensions
view custom
secondary dimensions
Google Analytics is more useful when
you segment
60. 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
Capture
Close
Custom and Secondary Dimensions
view custom
secondary dimensions
Google Analytics is more useful when
you segment
Custom dimensions - Make Google
Analytics speak your language
61. 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
Capture
Close
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
62. 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
Capture
Close
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)
63. 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
65. 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:
66. 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
67. 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
68. #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
70. How to Create a Content Analysis Machine w/ Google Analytics#collectleads39
E-book
Guest Post Blog Series
Infographic
Video
Slideshare
Twitter chat
Email Marketing
Webinar
Beyond the landing page
72. 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
73. 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
74. 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
+
76. 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)
77. 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
78. How to Create a Content Analysis Machine with Google Analytics#collectleads47
Close
Webinar
Sales Collateral
Infographic
Press coverage
Case Study #2
Form Conversion Report + Newsjacking
79. 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
80. 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.
81. 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.
82. 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