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Content marketing isn’t 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.
So you want to learn about analytics but don’t know where to start? This article will tell you how to do that. Only 3% of bloggers never use analytics and 29% track every single one of their posts — meaning that most bloggers are either not using them at all or are not doing it correctly.
Who doesn’t love a good analytics tool? I know I do. And there’s no shortage of them out there. Google Analytics, HubSpot, ClickFunnels — all of these and more offer the results you need in order to gain insight and learn how to improve your content marketing strategy. But of course, a good analytics tool can only take you so far. You need the right strategy behind it and that’s precisely where I come in.
In this blog, we want to explain the importance of content marketing analytics, what they are and how they work. We'll also demonstrate how these analytics can be used to improve your strategy.
5 Ways to Use Content Marketing Analytics
Marketers have many options for data and analytics, but understanding the information and how to apply it to your strategy can be overwhelming. Here are nine ways to use content marketing analytics to your advantage.
1. Use Bounce Rate to See Which Pages Have the Highest Engagement and Identify Common Themes
A bounce rate is essentially the number of single-page visits as a percentage of visits. For example, if a person visits your site and bounces back within ten seconds, then they have a 100% bounce rate. Bounce rates vary greatly, depending on your website. For example, the average bounce rate for e-commerce sites is 47%. That means if one person visits the page and bounces back within ten seconds, then that page has had a 47% bounce rate. This can give you clues as to what pages might need improvement, or simply highlight the most engaging pages on your site. High bounce rates may not always be a bad thing—you should consider whether they indicate that visitors are engaging with a specific page or whether they're just going to one section of a site before exiting. From the left navigation in Google Analytics, go to Behavior > Site Content > Content Drilldown. To determine which pages have the highest bounce rate, click the “Bounce Rate” metric. A down arrow will appear, which indicates the metric is sorted from highest to lowest.
2. Our advice for using content marketing analytics to identify gaps and create new content is this:
The phrase “best of both worlds” gets tossed around frequently in our modern vernacular, as a way to describe a scenario where two very different concepts seem to be in stark contrast but, nevertheless, somehow coexist nicely.
We’ve never seen it more true than when I looked at the phrase “cont