O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
10 Ways to Align Your Content Strategy With Google Analytics
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Your Guide 2   Jeff  Sauer   Marketer  and  Entr...
Google Analytics Loves Your Content
10 Tips For Aligning Content Strategy to Google Analytics
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   1) Collect the Right Data
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Analytics Used to be an IT Roadblock •  Nerd/IT  person...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Then Came Google Tag Manager Get  Google  Tag  Mana...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Now We Can Easily Track Website  Analy:cs   Heat  M...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Revolution for Gaining Insights Google  Tag   Manager...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   2) Understand The Possible Photo  Credit:  morberg ...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Many Possibilities in Google Analytics Periodic  Table ...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   3) Turn Data into Knowledge
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Knowledge > Information > Data Data  vs.  Informa>on ...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Use Data to Tell a Story   We  Like  Telling   S...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   4) A Customer is not a Device
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Same Customer, Multiple Devices
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Universal Analytics is Here
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Multiple Devices, One View
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   5) Be Goal Oriented
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Set Strategic Goals Macro  Goals     (Revenue,  ...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Macro Goals in Action Macro  Goals  
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Micro Goals in Action Micro  Goals  
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   6) Your Content Must Perform •  Customer  engagement ...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Let’s Get Past Bounce Rate Bounce  Rate  Shows  the...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Advanced Content Tracking Advanced  Content  Tracking...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Group Your Key Content Together
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Thematic Content Performance
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   7) What is the Big Draw? •  Landing  Pages  importanc...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Where Are They Going? Landing Pages   Landing  Pages...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   How Did They Get There?   Secondary   Dimensions: ...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   8) Shamelessly Self Promote
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   My Content Promotion Rules The  more  :me  you   ...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Understand Time Spent Reading Time  on  Page  *  ...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   9) Prove Top of Funnel Value •  Image     Photo  Cr...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   The Consumer Decision Funnel Researching  Trends   Ge...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Customers, not Channels
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Assisted Conversion Value
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Attribution Modeling
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Compare Multiple Attribution Models Search,  Social  ...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   10) Calculate Return on Investment
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   How ROI Should Really Be Calculated Revenue  
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Subtract Our Ad Spend Revenue   Adver:sing   Investme...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Subtract Cost of Selling Each Product Revenue   Adver:s...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Subtract Fixed Costs of Business Revenue   Adver:sing ...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Now You Have Net Profit Revenue   Adver:sing   Invest...
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Here’s an ROI Equation to Use Gain  From   Investment...
Strong ROI = Bigger Budgets!
Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Thank You! 48   Jeff  Sauer   Marketer  and  Ent...
Próximos SlideShares
Carregando em…5
×

10 Tips for Aligning Content Strategy with Google Analytics

14.547 visualizações

Publicada em

Content strategy needs to align with web analytics! If you are not using Google Analytics to track your website visitors, you are missing out on insights and actionable data

Publicada em: Dados e análise, Tecnologia, Educação
no profile picture user

  • Entre para ver os comentários

10 Tips for Aligning Content Strategy with Google Analytics

  1. 1. 10 Ways to Align Your Content Strategy With Google Analytics
  2. 2. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Your Guide 2   Jeff  Sauer   Marketer  and  Entrepreneur   Knowledge  Land   Minneapolis,  MN,  USA   Email:  jeff@jeffaly:cs.com     google.com/+JeffSauer   Newsle*er:  bit.ly/jeffaly:cs  
  3. 3. Google Analytics Loves Your Content
  4. 4. 10 Tips For Aligning Content Strategy to Google Analytics
  5. 5. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   1) Collect the Right Data
  6. 6. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Analytics Used to be an IT Roadblock •  Nerd/IT  person  as  roadblock  
  7. 7. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Then Came Google Tag Manager Get  Google  Tag  Manager:  google.com/tagmanager    
  8. 8. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Now We Can Easily Track Website  Analy:cs   Heat  Maps      Remarke:ng   Conversion  Tracking   Audience  Measurement   Display  Ads  
  9. 9. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Revolution for Gaining Insights Google  Tag   Manager  is  like  the   Co+on  Gin  of  the   Measurement   Revolu:on  
  10. 10. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   2) Understand The Possible Photo  Credit:  morberg  via  Compfight  
  11. 11. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Many Possibilities in Google Analytics Periodic  Table  of  Google  Analy>cs:  h*p://bit.ly/GAperiodic    
  12. 12. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   3) Turn Data into Knowledge
  13. 13. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Knowledge > Information > Data Data  vs.  Informa>on  vs.  Knowledge:  h*p://www.infogineering.net/data-­‐informa>on-­‐knowledge.htm    
  14. 14. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Use Data to Tell a Story   We  Like  Telling   Stories,  Right?    
  15. 15. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   4) A Customer is not a Device
  16. 16. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Same Customer, Multiple Devices
  17. 17. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Universal Analytics is Here
  18. 18. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Multiple Devices, One View
  19. 19. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   5) Be Goal Oriented
  20. 20. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Set Strategic Goals Macro  Goals     (Revenue,  Leads,  Subscrip:ons,  Ad  Clicks)   Macro  Goals  =  Top  Line  Revenue   Micro  Goals     (Downloads,  Time  on  Site,  Video  Views,  etc.)   Micro  Goals  =  Engaged  Visitors  
  21. 21. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Macro Goals in Action Macro  Goals  
  22. 22. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Micro Goals in Action Micro  Goals  
  23. 23. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   6) Your Content Must Perform •  Customer  engagement   •  Bounce  Rate  black  hole   •  Advanced  Content  Tracking  Jus:n  Cutroni  
  24. 24. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Let’s Get Past Bounce Rate Bounce  Rate  Shows  the  Percentage  of   Visitors  That  Leave  Your  Site  Having   Only  Viewed  This  One  Page     Lower  is  be+er  (but  can  be  misleading)  
  25. 25. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Advanced Content Tracking Advanced  Content  Tracking  by  Jus>n  Cutroni:  h*p://bit.ly/AdvContent    
  26. 26. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Group Your Key Content Together
  27. 27. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Thematic Content Performance
  28. 28. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   7) What is the Big Draw? •  Landing  Pages  importance   YourWebsite.com"
  29. 29. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Where Are They Going? Landing Pages   Landing  Pages  Report:   What  pages  are  driving   visitors  to  your  site?    
  30. 30. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   How Did They Get There?   Secondary   Dimensions:   How  did  they  get   there?    
  31. 31. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   8) Shamelessly Self Promote
  32. 32. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   My Content Promotion Rules The  more  :me  you   spend  wri:ng,  the   more  :me  you  should   spend  promo:ng   Time  Spent  Wri:ng   Content  <  Time  Spent   Reading  Content    Reach  out  to  peers  and   trusted  sources  to  help   promote   Don’t  overdo  it  
  33. 33. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Understand Time Spent Reading Time  on  Page  *  Pageviews   =  How  much  :me  your   ar:cles  have  been  read   *  
  34. 34. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   9) Prove Top of Funnel Value •  Image     Photo  Credit:  epSos.de  via  Compfight  cc  
  35. 35. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   The Consumer Decision Funnel Researching  Trends   Genera:ng  Ideas   Learning  How   Product  Research   Comparing   Products   Purchase   Heavy  Paid  Search,  Email     and  Landing  Pages.     Gets  most  of  conversion   credit  in  web  analy:cs.   Heavy  Organic  Search,   Social,  Content  Marke:ng   &  Nurturing  Focus.     Gets  li+le  conversion   credit  in  web  analy:cs.  
  36. 36. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Customers, not Channels
  37. 37. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Assisted Conversion Value
  38. 38. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Attribution Modeling
  39. 39. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Compare Multiple Attribution Models Search,  Social   and  Referral   Suffering  from   Last  Click   A+ribu:on  
  40. 40. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   10) Calculate Return on Investment
  41. 41. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   How ROI Should Really Be Calculated Revenue  
  42. 42. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Subtract Our Ad Spend Revenue   Adver:sing   Investment  
  43. 43. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Subtract Cost of Selling Each Product Revenue   Adver:sing   Investment   Product   Cost  
  44. 44. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Subtract Fixed Costs of Business Revenue   Adver:sing   Investment   Product   Cost   Fixed   Costs  
  45. 45. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Now You Have Net Profit Revenue   Adver:sing   Investment   Product   Cost   Fixed   Costs   Net  Profit  
  46. 46. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Here’s an ROI Equation to Use Gain  From   Investment   (Net  Profit)   Cost  of   Investment   Cost  of   Investment   ROI   True  ROI  Measurement:  h*p://bit.ly/TrueROI    
  47. 47. Strong ROI = Bigger Budgets!
  48. 48. Jeff  Sauer  |  h+p://Knowledge.land  |  @jeffaly:cs   Thank You! 48   Jeff  Sauer   Marketer  and  Entrepreneur   Knowledge  Land   Minneapolis,  MN,  USA   Email:  jeff@jeffaly:cs.com     google.com/+JeffSauer   Newsle*er:  bit.ly/jeffaly:cs  

×