Data is pivotal in all marketing campaigns.
Companies that leverage data are able to better understand their customers.
Data-driven marketing results in greater customer loyalty, customer engagement, and increases in the number of customers.
However, we mostly use data to inform SEO, PPC, or social campaigns. These areas of marketing are clearly data-driven. But, there’s no reason we can’t use data to create better blog content, too.
The trouble is, most people see content marketing as a creative endeavor. This is certainly true as content needs to be engaging for readers.
Yet, we also use content marketing to get results (i.e., generate leads or sales).
To get the highest impact results in content marketing, we have to use a data-driven approach.
So, here’s how to use data collected from Google Analytics to find content ideas that garner results.
1. Create Variations on Your Popular Content
Naturally, you want to create content that performs well every time.
To do this, you need to look at your existing content to determine your top performing posts.
Ashley Poynter at Business 2 Community says:
“The best content marketers think like data scientists in order to create valuable and insightful content and distribution strategies that are based on facts rather than assumptions.”
By looking at Google Analytics, you can discover which pieces of content are verifiably the best. Not just the pieces that you think performed well.
You can see which topics and content frameworks worked best for your site in terms of page views.
Your first port of call should be the All Pages section in Analytics. You’ll find this under Behavior > Site Content > All Pages.
Within this section, you will also see primary and secondary dimension data you can filter to get a more detailed view of your content.