Content Marketing Analytics
Content marketing is not an exact science, and the way people interact with content changes constantly. However, understanding content marketing analytics can help you make more informed decisions about your strategy, even if you don't know how to use analytics.
1. Use Bounce Rate to Identify Engagement
A bounce rate is essentially the number of single-page visits as a percentage of visits. High bounce rates may indicate that visitors are not finding what they need.
From Google Analytics, go to Behavior > Site Content > Content Drilldown to see which pages have the highest bounce rate.
2. Identify Gaps and Create New Content
Pages with consistent traffic but high bounce or exit rates are not meeting visitor needs. Thanks to keyword research, you can tell visitors what they specifically want and add content to those topics accordingly.
3. Compare Engagement Across Platforms
What devices are your website's visitors using? Worldwide internet traffic breakdown: - 56.05% mobile - 41.52% desktop - 2.43% tablet
4. Use Heat Maps to Understand Behavior
Heat maps are visual representations of where visitors click on your webpage. Their goal is to understand what draws them in, what makes them scroll down the page, or where they don't even bother clicking.
5. Understand Organic Search Metrics
The one thing you should always remember is that your blog is a living, breathing entity. Constant writing means new content and new insights. Analyze the performance of content you've already published to get new ideas.