The success of a coherent content strategy often depends on the performance of your blog posts. You want to provide your visitors with high quality content that they read, like and share with their peers. You want your blog readers to come back to your website in search of relevant content to gain more knowledge about their area of interest. The success of creating such highly compelling blog posts is not by any random hit and miss method but through data science. In this blog post, we discuss some of the ways in which you can use Google Analytics to generate ideas about your next blog post.
Analyzing the Content of Interest on the Website
Analyze the pages on your website which have garnered highest number of views and the pages which have high user engagement. You can see this report under Behavior > Site Content > All Pages.
This report provides the list of all pages on your website. By default the report in sorted on Pageviews. You can identify the pages with highest number of pageviews indicating the type of content that is browsed more often on your website.
In order to identify the pages with higher user engagement, you can sort the report based on Bounce Rate and Avg. Time on Page. These metrics in combination of % Exit denote that these pages are not only gaining the views but also creating an interest among your users to browse more pages on your website to find more information of their interest.
Using Secondary Dimensions
Secondary dimensions in Google Analytics allows you to add an additional dimension to your report. You can select them at the top of the report. Add a secondary dimension of Next Page Path in your all pages report to understand the pages your users have visited after visiting a particular page on your website.
This information provides you an opportunity to understand the content your users go on to visit after reading visiting a blog post or content on the page. This information provides blog post ideas and also design follow up blog posts or determining the relevant posts that can be posted along with a blog post.
Segment the Users Based on Conversions
Not all visitors who visit your website fall in your target segments. You can use the demographic details in conjunction with goals to identify the segments of users that convert most. You can add Age or Gender under Users as a secondary dimension to All Pages report. This can help you in identifying the characteristic of highly converting visitors. This information can be used to create custom segments within your Google Analytics Data. Using these segments while analyzing the data helps you in developing content of interest for the user base that is highly likely to convert. You can also segment users based on the type of traffic source to determine the type of content that resonates with your organic and social users.
We have just outlined few techniques that can help you evaluate and improve your content strategy. The above information can provide you guidance in terms of creating content that help you engage your visitors and increase conversions.
