Using Google tools to gauge essential metrics is common practice for content marketing professionals. But there are other ways to leverage the power of this important tool, including using Google Analytics to generate content ideas.
- Reinvent top performers
Building on past success is a solid content marketing strategy, and Google Analytics makes it fairly easy to go through previously published content to see the posts that have attracted the most attention. Start with the “All Pages” section (Behaviour > Site Content > All Pages) and look for information on things such as average time on page, bounce rate, page views by source and page value.
Once you get an objective sense of the kind of content that’s already working with your audience, you can use that data to create future posts that keep engaging and driving conversions.
- Use SEO to find easy keywords
To improve SEO rankings, use Analytics to find keywords that your site visitors are searching for that may not be addressed with your current on-page content. From the “Search Terms” section (Behaviour > Site Search > Search Terms), you can generate a report that lists all searched keywords on your site.
This is a direct line to your audience, not just generic suggestions from the Google Ads Keyword Planner tool. Use the most popular keywords to improve site navigation or to fill holes in your existing content.
- Refresh outdated content
If visitors are bouncing from your site too quickly, then it could be due to outdated content. Back on the “All Pages” section, you can compare your number of new visitors to your site’s bounce rate and exit rate to get a clearer sense of how many new visitors are actually staying on your pages long enough to read your content.
Posts with lots of unique views but a high bounce rate should be updated with fresh content, new photos or videos, infographics or external links.
- Explore keyword intent
Google Analytics can even help you determine the intent of keyword searches, including:
Generate a “Search Queries” report (Acquisition > Search Console > Queries) to show into which categories your most-searched keywords fall. Focus content ideas on the right kinds of keywords to fully optimise for intent.
Google Analytics offers content marketers more than just data and metrics. Properly leveraging this powerful tool can actually help generate new and engaging content to improve your marketing strategy.