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Marketing

8 Content Marketing Metrics to Track in Google Analytics

by
Carena Marchi
on
Jul 15, 2020

With so many ways to implement content marketing into your company, your brand’s success is dependent on how you utilize and adapt an insightful strategy. When it comes to creating a content marketing strategy, it’s important to understand all of the different moving parts that can affect your end goals in the long run.

The moment you implement a content marketing strategy for your brand is nowhere near the end of your work. The data you collect from the campaigns you’ve developed is what will lead you to your ultimate success and help you continue foraging your path forward.

But how can you measure your brand’s content marketing success in an efficient and effective way?

Your next search engine optimization (SEO) and content marketing superhero may not wear a cape or have a catch phrase, but deserves the recognition of all marketers across the world: Google Analytics.

A knowledge of Google Analytics is a must-have in every marketer’s toolkit. The metrics provided by Google Analytics offer actionable insights that can help improve your brand’s SEO strategy over time and influence the effectiveness of your overall marketing strategy. This article will explain content marketing and its impact on SEO and explore which Google Analytics metrics may be most useful for your brand’s marketing strategy.

What is Content Marketing?

Content marketing is all about sparking interest in your brand, rather than the outright promotion of what you have to offer. In this way, it fosters a more natural and genuine conversation about your brand without coming across as superficial. This is especially important for building consumer loyalty that leads to brand exposure. The way people talk about your brand directly corresponds with your brand’s overall reputation and ultimate success.

Understanding your brand’s higher purpose will give you a better foundation for all of your campaigns and questions to come later on. As your brand continues to evolve and you reach goals and set new ones, having this deeper understanding will help you remain consistent and efficient.

The ultimate goal of your brand’s content marketing strategy is to increase brand awareness and spark conversation surrounding your offerings. This idea of conversation translates into data and your SEO. Your content marketing strategy will directly impact your brand’s SEO in a variety of ways. Adjusting your tactics piece by piece will have a measurable impact on your brand’s success.

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For instance, incorporating relevant keywords into blog posts, developing interesting website copy, and utilizing eye-catching visual media all help your content to eventually rank better in Google search results. This will then increase your brand’s awareness and allow you to become a trusted expert in your industry, ultimately leading to an increase of new loyal leads and clients.

With content marketing, it’s important to remember that each small action you take can have a pretty large impact on how people find and view your company. Understanding this concept will also help guide which Google Analytics metrics to pay attention to when analyzing your progress and reassessing your goals.

Key Metrics to Consider

Now that we’ve talked about how content marketing and SEO are intertwined within your brand’s marketing strategy, let’s take a closer look at eight Google Analytics metrics that may be the most helpful for measuring your success.

1.  Organic Traffic

Tracking your website’s organic site sessions over time is one of the most valuable ways to gauge your brand’s SEO success.This metric is especially useful because it helps you understand whether your website’s traffic via Google searches is consistently growing based on the efforts and strategy you have implemented thus far.

2.  Organic Conversions

Once you look at how many people are visiting your site based on your organic traffic, you can begin to understand the actual quality of your site’s visitors. The traffic your site receives is not very useful if the visitors are irrelevant and likely won’t turn into long-lasting leads or loyal followers of your brand. In order to measure your site’s organic conversions, you need to set a specific “goal” to track. This could be subscribing to a newsletter or making a purchase, but this goal will allow you to track conversions and gain insights on the quality of your site’s visitors and the leads you produce over time.

3.  Keyword Rankings

Your keyword ranking has a major impact on your website’s traffic and lead generation. Tracking your site’s keyword rankings allows you to better understand the effectiveness of your SEO strategy. In doing so, you will also be able to target individual keyword rankings that continue to change as personalization increases.

4.  Organic Landing Page Metrics

While you may often focus on the overall traffic to your site in general, it’s important to take into consideration the data that lies within the separate pages within your site. To truly understand your brand’s overall SEO performance, you need to know the detailed information pertaining to each of your landing pages. Doing so will allow you to gain a better idea of what matters most to your site’s visitors and what type of content both works and doesn’t work for your brand’s goals and your customer’s needs. Tracking individual landing pages within your site will give you the chance to put your best foot forward and make a lasting impression on your site’s visitors.

5.  Bounce Rate

The bounce rate indicates the number of people who visit your site but leave without clicking on any other links or pages.Bounce rates can help you pinpoint pages that visitors may not be getting to quickly enough as well as give you insight into whether your page’s design is effective enough for your audience. Checking on your site’s bounce rate will help you know when to make updates to your layout and understand what information your visitors regard as important.

6.  Time Spent on Site

This metric is pretty straightforward since it basically indicates whether your visitors are finding what they are looking forand whether your site is offering something of value to them. This is another engagement metric that helps you understand how users are interacting with your site.

7.  Organic CTR (Click-Through-Rate)

Your organic CTR allows you to determine how your content meets the needs of your audience and whether they find your content appealing or relevant. When a user comes upon an article in a search result, but they choose not to click on a certain page, it’s important to find out why they chose to keep scrolling rather than clicking on your page. If your content is not connecting with your site’s visitors, it’s important to adjust your content marketing strategy so that you can ensure you’re meeting the needs of your audience.

8.  New vs. Returning Visitors

Once you’ve attracted someone to your brand’s page once, it’s important to find ways for them to keep coming back for more.Comparing the number of new vs. returning visitors is very useful because it allows you to determine if you are getting quality traffic with the content you are producing in the first place.

SEO is a Marathon, Not a Sprint

Creating value for your brand through content marketing and SEO is a task that can’t be complete overnight. It’s important to remember that creating an effective strategy is a lot like developing the perfect pie recipe completely from scratch. It takes time, careful planning,effective measuring, and constant tweaking in order to end in a tasty success.Insights from these Google Analytics metrics and more will help guide the evolution of your marketing strategy and help you ensure that your brand is the piece of pie that everyone wants a slice of!

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