One of the primary benefits of content marketing is that, with the right approach, it can be a self-sustaining marketing platform that’s based on the provision of sought-after information. Top businesses have understood that leveraging their Analytics data to find the sources of their most promising traffic streams takes much of the work out of continued keyword research, in order to continue crafting the content for which their visitors are searching. Modern metrics, after all, show that people want to be informed – then, they stand a much better chance of converting (source: http://www.business2community.com/content-marketing/content-marketing-analytics-measure-matters-01185864).
Analytics Extends the Reach of Content
Successful businesses think of analytics as the most important part of their marketing platform. Content creation and marketing takes effort; analytics helps with the full realization of all this effort by pointing the way to future success. A robust analytics provider has many useful tabs on the dashboard, which shows everything from where the most traffic is coming from – to how long they’re staying on the landing page and how many pages they view before exiting the website.
Correspondingly, analytics also tells the marketing team what pieces of content aren’t converting; data which can be relayed to the content providers. Even if the post is well-optimized and garnering loads of traffic, if the time-on-page metric or the bounce rate is high – the latter means that people are leaving the site without interacting much – then perhaps a stronger call-to-action is needed. This information can also help the webmaster build a better site, because sometimes it’s the site architecture that’s making it difficult for visitors to navigate. More internal linking to relevant pages, for example, can improve the bounce rate. In effect, analytics is the gateway to improvement because of the insights it gives content creators.
Understanding the Analytics Dashboard
Even though there’s a wealth of information provided by an analytics platform, it’s also customizable to mitigate any clutter. This allows business owners to employ content groupings and then use tracking code for that specific stable of content, for example. Consider an example of what analytics offers: A popular piece of content seems to get a lot of visitors, but the company isn’t experiencing quite as many leads as they would expect from previous experiences. A look at an analytics dashboard would reveal the problem – high traffic and good time-on-page metrics, but little interaction, as determined by a small set of relevant signals. This strongly suggests the need for a more decisive closing statement, in which solid directions to the visitor are given.
Additionally, definitions can be established, making it easier to find pieces of content from the year of publication, so that they can be repurposed for a greater return-on-investment (source: http://moz.com/blog/content-analysis-google-analytics). In fact, repurposing is one of the greatest advantages provided by analytics. Because of the array of marketing channels available via the online space, and old, successful blog post can be repackaged in video form, as an infographic or as the basis of an interactive webinar. In terms of content creation, it’s similar to using the same piece of content several times – and getting new streams of traffic because of it. Analytics, for most businesses, is the final piece of the marketing puzzle in terms of direction.