Public Relations & Social Marketing Insight

Most likely you are working to reduce your bounce rate and may have even performed some split testing to improve your conversion ratio. But do you know the deeply rich and valuable wealth of data available through Google analytics if you just have the necessary knowledge to tease it out?

Is the keyword you are spending money on SEO giving you the highest possible return? Perhaps you think your head term is bringing in a large portion of your revenue. Is that true? How are your long tail visitors performing? If you quantify the ROI for each, are you allocating your resources properly? Are there long tail keywords that are at the bottom of the funnel that have a greater ROI than your head terms? These, and other similar answers, await you in your Google Analytics account....

Before you can determine whether or not your content marketing strategy is successful, you need to know what behavior you’re looking to create in your audience. The go-to assumption is that content marketing will drive sales, but if you’re hoping to push more towards thought leadership and positive branding through your strategy, you may be looking at the process differently. You might want to see:

• An increase in newsletter sign-ups
• An increase in the number of customers who click through to a targeted sales site
• An increase in the number of shares or comments on your posts

These different metrics drive different goals. Let’s look closer at some of these objectives to determine what might help you determine content marketing success....