Using Google Analytics Data to Inspire Blog Posts

Thursday - July 26th, 2012

Written by: Tristan Pelligrino

Using Google Analytics Data to Inspire Blog Posts

As an inexpensive advertising tool, blogs have taken center stage as one of the best ways to generate high-quality online leads. For the purpose of attracting potential clients; however, not all blogs are created equal. Using certain keywords strategically in blogs is a proven method used to target prospective customers or clients. Based on the data provided by Google Analytics, marketing executives have the information necessary to evaluate marketing campaigns and customize blogs to reach the intended audience.

Real-Time Reporting Benefits

The main benefit of Real-Time Reporting is that data can be monitored and analyzed as it occurs during real-time, allowing marketing management to evaluate campaigns and make adjustments quickly, and as often as needed to save time and money. The questions that Real-Time reports answer include critical ones about the popularity of a campaign and the numbers of people visiting the site, as well as where the visitor traffic originates. Available Real-Time reports that can be accessed are overviews, traffic, sources and content. These reports are retrievable under the Google Analytics Dashboard by clicking on Real-Time Reports.

Due to the immediacy of the information provided, management can decide how effective a campaign is long before more traditional advertising strategies could be evaluated, and at a fraction of the cost. There is also information provided about which particular pages are working. A particular blog post’s success is easily monitored, based on the number of visitors that click on that page and by the amount of time they continue reading. Additionally, Real-time reports also provide information about whether assigned tracking codes are working.

The Conversions Report

Different blog posts vary widely in effectiveness. The Conversions report, located under the Standard Reporting tab is designed to determine the value of different posts from your marketing efforts. Some posts may attract traffic, but convert poorly into customers. Transaction goals are linked to these reports as a way to evaluate how well a blog is performing in relation to stated company objectives.

If the goal is to get the site visitor to give information, one audience for one specific blog post may jump off the site within seconds without giving up target information, while a different blog post might attract a better audience that will complete the online form, or order on the spot. Conversion ratios are key to a company’s success. Traffic on its own merit is useless if conversion goals are not met. Depending on the sales cycle and expense of the product or service being sold, corporate objectives differ with each marketing campaign and blog post.

Social Sources Report

The Social Sources reports allow management to identify which content is popular on which social networks. Information provided is segmented on comparison charts for easy and immediate interpretation. Determining which social resources deliver customers is key for success. Certain blog posts might work better when advertised on Twitter, while others might do well being promoted on a Facebook Page. The truth is in the numbers.

Social Plugins Report

One of the surest tests of content popularity is whether it is shared. Social Plugins reports track how often a blog post is being shared. It is critical that management be able to easily evaluate the number of Facebook “like” and Google “+1″ buttons that are being clicked to measure effectiveness. Knowing where these blog posts are being shared is also important.

Activity Stream

The Activity Stream available in Google Analytics provides very valuable data about the URLs shared. This tool details how customers engage with a post. The Activity Stream also provides information about off-site activity such as bookmarking and comments.

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