5 Ways to Use Analytics To Transform Your Marketing Strategy
Content marketing analytics is confusing for both novices and professionals. It’s especially true when it comes to real-life campaigns. Here are five ways to leverage content marketing analytics to improve your marketing strategy.
1. Check Which Pages Have the Highest Engagement using Bounce Rate and Identify Common Themes
The average bounce rate for most e-commerce sites is 47% according to Contentsquare. If the bounce rate for your pages is more than that, it may be too high. Luckily, you can use high bounce rates to your advantage.
2. Utilize Content Marketing Insights to Determine Content Gaps and Develop New Content
Marketing data can tell you what types of pages your users visit, as well as what content your visitors are looking for but can’t find. What does this mean?
Content marketing analytics tools can be used to understand user journey, including how users find your website as well as where and when they leave. You can also get an idea of what users are searching for when they come across your site.
This is very important for all types of businesses. The fact that 66% of companies want to boost their content creation expenditure makes perfect sense.
There are tools available that allow you to see what search keywords or phrases get the most traffic as well as the pages that rank the highest for those terms.
3. Research What People Search for and Create Content for Similar Keywords
You can find out how your top pages are ranking by looking at which terms they rank for. You can then formulate content based on related search terms.
With tools like Google Search Console, it’s easy to find out what keywords each page ranks for on your website.
4. Compare the level of engagement across platforms and implement changes accordingly to optimize performance.
Do you know what devices your customers are using to view your website? If not, there’s a chance that you have a bad user experience for many of your visitors. This not only reduces traffic to your website but can also damange your brand strategy.
Worldwide internet traffic per device is broken down as follows:
These percentages depend on the country, region, and website, but overall mobile devices are used the most by the majority of people.
5. Use Audience Data to Source High Bounce and High Traffic Groups to Uncover Issues and Optimize Experience
Bounce rates differ depending on the type of website and even types of pages on individual websites. For example, the average bounce rate is 82.4% for a blog page.
While this is just a helpful guideline, it’s more effective to assess audience segment bounce rate versus page type. If specific demographics have high traffic and bounce rates, you can use that data to improve the experience.
Here are some reasons you might see this traffic or bounce rate combination for your page:
ranking for an unrelated topic
ranking for a closely related topic
outdated or incorrect information on your page
By focusing primarily on audience segments that have high traffic and bounce rates, you can identify those types of problems and more.
Audience segmentation tools such as Adobe Analytics, Kissmetrics, or Google Analytics can help you find these issues.
And there you have it! Now you’ve had an introduction to the benefits of data analytics in digital marketing.