When you think about it, your choice of words is what influences your audience to like you or not.
Your potential customers become aware of your business’s existence and learn more about you just from your writing. Your other elements like colors and images help, but it’s always your core content that impacts your audience.
So, if you want to win people over and get them to engage with your business, you need to create great content. And great content is possible when you have enough data to back your choice of topics.
In this post, I’ll share how you can use a tool like Google Analytics to create awesome content. We’ll look at important information that this tool can provide to help you make content that engages your audience.
Start with your goals
Google Analytics is a powerful tool that can give you in-depth information about your website. However, the very depth of information that this tool provides can be its most frustrating pain point. It is difficult to use and has a large learning curve before you can use it effectively.
So, when using Google Analytics, you need to save time and frustration by defining your goals and then using them to make sense of the information you get.
In this post, we’re looking at how you can boost your content writing. So the main aspects you’ll want to look at are traffic and engagement.
When you look at your analytics dashboard, take note of these specific metrics:
- For traffic
- The number of visits your site gets
- How many new visitors your site gets
- And what percentage of your total traffic consists of new visitors
- The number of impressions your website receives based on different types of search results
- For engagement
- The average time spent by a user on your site
- The average session duration or the group of user interactions that happen in a specific time frame
- Your bounce rate
- And pages viewed by your visitors
These metrics can help you create a baseline understanding of how well your website is doing. It will also let you know if your current content strategy is bringing in enough traffic and whether people are spending any time engaging with your content.
Study your audience
One of the most helpful things Google Analytics can do for you is to tell you more about your audience.
And this is important because when you understand who your audience is, you’ll be able to tailor your content so that it meets their needs better. Here are some specific things you can learn about your audience:
- Their age and gender
- Device used
- ‘Affinity Categories’ or general interests of your audience
When you get these details, you can make subtle shifts in the way you create content. Writing for people who are approaching retirement age will be different from writing for those who are just entering the workforce. Your content focus will be different for young gamers Vs moms.
One helpful and practical step you can take is to build a customer avatar or persona. This is a detailed breakdown of what your average customer looks like.
When creating a customer avatar, you can come up with a name, an age, a gender, a fashion preference, profession, and other details.
When you picture a very real audience member and create blog posts or social media content, your tone and choice of words will become more natural sounding. Your content will also resonate with people more.
Study your top posts
It’s very likely that you have a blog post or a set of blog posts that bring in a large amount of traffic. Or you may notice that certain types of posts create great discussions in the comment sections.
Google Analytics will help you by identifying the top posts on your website. Once you’ve rounded up the best performing posts based on Pageviews, average time spent on the page, and other metrics, make note of the following:
- Headlines: Look for patterns in your headlines. And try to replicate them in your new posts
- Topics or categories: Identify the themes or topics that tend to get the most visits and engagement. And focus on creating more posts on these themes.
- Use of images: Do these particular pages have more visual elements in them? If so, consider adding images to your posts
- Keywords: Are there specific keywords or phrases that appear on these pages? Identify them and create more content that includes them
Looking at what’s working well already will help you leverage the best aspects of your content strategy. With Google Analytics, you’ll be able to make informed decisions that improve your chances of success.
Using Google Analytics well can transform your business by bringing more traffic and helping you create engagement.
To get the best out of this tool, you should consider using an analytics tool that makes the process of getting reports easier.
With a good analytics tool, you can get an attractive visual dashboard with the right metrics to serve your business.
Keep using the data you get and try to experiment by making more content that’s built from your data. With the right setup, you’ll see better engagement, more traffic, and faster business growth.