NOVEMBER 27, 2017 BY PRAVEEN SHRIVASTAVA

3 Ways Content Insights Complement Google Analytics

3 Ways Content Insights Complement Google Analytics

NOVEMBER 27, 2017 BY PRAVEEN SHRIVASTAVA

3 Ways Content Insights Complement Google Analytics

3 Ways Content Insights Complement Google Analytics

 

Get the Full Picture Using Content Insights

If you are using only Google Analytics, you aren’t getting content insights. It is critical to have both for your digital marketing success. Google Analytics is a universally loved tool that helps us analyze web traffic to a site, identifying sources, events, and various other characteristics. The data is shown and analyzed at an aggregate level. With the help of events, digital marketers can measure goal completions such as content downloads.

While Google Analytics is great at macro-level trends and stats on your website, it stops right there. If you are interested in going beyond macro to visitor level and provide a better/personalized experience, you need to go beyond Google Analytics.

While content downloads are predominantly used as an indicator of content marketing success, many marketers have started to think that content marketing success does not end at determining the number of clicks or downloads. It has become critical to go beyond downloads for a number of reasons:

  • Do you know how many leads actually read the content they downloaded?
  • Do you know how many leads are ready to be called by your sales team?
  • What should be the value given to a content download when it comes to qualifying a lead?

Veteran marketers and Inside Sales teams have already started discounting content leads till the lead exhibits additional intent to engage with sales. This is done through observing the user behavior on the website.

While marketing automation tools such as Marketo and Hubspot allow you to get more signals, they fall short of certain critical signals, such as whether the lead has read the content. This is because the current marketing automation tools also deem content marketing success is defined by leads generated by content downloads. In addition, they don’t provide a way to understand the content consumption.

What can Content Insights Give you that Google Analytics Doesn’t?

Since conversions depend heavily on the type of content you have, content insights have become extremely critical for your marketing success.

Google Analytics doesn’t observe the behavior of the people and relate that to the content on the site. Of course, Google Analytics gives you a way to know which pages are frequented by visitors most and the corresponding stats such as the time one page and bounce rates.

However, content insights will analyze traffic to a site at the lead/account/segment level. You can also understand how well the content resonated with your audiences. Most importantly, content insights help you bubble up the analytics by helping you identify the most frequently browsed topics on your site.

Content insights can not only help you measure the ROI of your content, but also help with content planning for the future. With a better planning on content based on the visitor interests, you have a better chance of creating winning content that will help you convert your website visitors.

1. Sales Insights – Identify Sales-Ready Leads

Besides knowing how many people visited your site from a location and source, B2B companies could really benefit from knowing which target accounts visited their site and when, as well as understand where they spent most of their time on the site.

This information would help them identify the most engaged prospects, understand their requirements and reduce sales cycles by accelerating targeted nurturing by Sales.

 

 

 

 

 

 

 

 

 

 

 

2. Content Inventory Insights

Site Topic Cloud

As you keep publishing new content on your site, across your resources section and your blog, you might be creating a situation where customers of different segments find it hard to find what’s relevant to them.

While it’s imperative to keep your content marketing engine running, it might be a good idea to keep a bird’s eye view of the topics that you have been focusing on in your content creation.

Are you losing focus on your key value propositions? Is your content marketing aligned with your Sales goals? Here is where a Site Topics Cloud can help.

Such a view would not only give you an idea about the most commonly written about topics on your site but would also highlight the key sources of these topics. It might also help you identify content sources that could be utilized for current goals.

 

It could also compare the amount of content created across the different formats.

3. Measuring Content Performance

Besides knowing the number of visits and downloads, to really identify high-performance content, engagement metrics such as attention spans and content completion rates of different content types would help identify what type of content is working well for your target audience.

 

Finally, compare the conversion rates of different content types.

Next, you can look at understanding these engagement and conversion metrics at the level of each content asset as below.

 

 

Conclusion – Increasing the ROI of Content Marketing

As buyers do more of their research on their own before speaking to sales, using digital channels, sales and marketing objectives become more aligned. To deliver more predictable outcomes and equip Sales with high quality leads with the relevant context, marketers need more tools to understand their web audiences.

Content marketing needs to be more data-driven, than using gut feeling. Advanced technologies such machine learning, big data analytics, personalization can enable marketers to deliver account-based marketing right on their websites, and help reduce sales cycle.

Are you satisfied with the results of your content marketing? We’re eager to hear from you in the comments on your challenges.

 

Praveen Shrivastava
Praveen is a demandgen marketer, with a decade in the enterprise tech industry. Passionate about digital marketing in driving business goals and is never satisfied with status quo. Praveen takes care of marketing at Qwardo.

 

 

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