The document provides 10 tips for aligning content strategy with Google Analytics data. It recommends collecting the right data through tools like Google Tag Manager, understanding the full capabilities of Google Analytics, and using data to tell stories and gain knowledge. It also suggests setting goals, tracking content performance, optimizing landing pages, promoting content, proving the value of top-of-funnel activities, and properly calculating return on investment.

1. 10 Ways to Align Your Content
Strategy With Google Analytics

2. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Your Guide
2
Jeff
Sauer
Marketer
and
Entrepreneur
Knowledge
Land
Minneapolis,
MN,
USA
Email:
jeff@jeffaly:cs.com
google.com/+JeffSauer
Newsle*er:
bit.ly/jeffaly:cs

3. Google
Analytics Loves
Your Content

4. 10 Tips For Aligning
Content Strategy to
Google Analytics

5. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
1) Collect the Right Data

6. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Analytics Used to be an IT Roadblock
• Nerd/IT
person
as
roadblock

7. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Then Came Google Tag Manager
Get
Google
Tag
Manager:
google.com/tagmanager

8. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Now We Can Easily Track
Website
Analy:cs
Heat
Maps
Remarke:ng
Conversion
Tracking
Audience
Measurement
Display
Ads

9. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Revolution for Gaining Insights
Google
Tag
Manager
is
like
the
Co+on
Gin
of
the
Measurement
Revolu:on

10. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
2) Understand The Possible
Photo
Credit:
morberg
via
Compfight

11. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Many Possibilities in Google Analytics
Periodic
Table
of
Google
Analy>cs:
h*p://bit.ly/GAperiodic

12. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
3) Turn Data into Knowledge

13. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Knowledge > Information > Data
Data
vs.
Informa>on
vs.
Knowledge:
h*p://www.infogineering.net/data-­‐informa>on-­‐knowledge.htm

14. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Use Data to Tell a Story
We
Like
Telling
Stories,
Right?

15. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
4) A Customer is not a Device

16. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Same Customer, Multiple Devices

17. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Universal Analytics is Here

18. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Multiple Devices, One View

19. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
5) Be Goal Oriented

20. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Set Strategic Goals
Macro
Goals
(Revenue,
Leads,
Subscrip:ons,
Ad
Clicks)
Macro
Goals
=
Top
Line
Revenue
Micro
Goals
(Downloads,
Time
on
Site,
Video
Views,
etc.)
Micro
Goals
=
Engaged
Visitors

21. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Macro Goals in Action
Macro
Goals

22. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Micro Goals in Action
Micro
Goals

23. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
6) Your Content Must Perform
• Customer
engagement
• Bounce
Rate
black
hole
• Advanced
Content
Tracking
Jus:n
Cutroni

24. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Let’s Get Past Bounce Rate
Bounce
Rate
Shows
the
Percentage
of
Visitors
That
Leave
Your
Site
Having
Only
Viewed
This
One
Page
Lower
is
be+er
(but
can
be
misleading)

25. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Advanced Content Tracking
Advanced
Content
Tracking
by
Jus>n
Cutroni:
h*p://bit.ly/AdvContent

26. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Group Your Key Content Together

27. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Thematic Content Performance

28. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
7) What is the Big Draw?
• Landing
Pages
importance
YourWebsite.com"

29. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Where Are They Going? Landing Pages
Landing
Pages
Report:
What
pages
are
driving
visitors
to
your
site?

30. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
How Did They Get There?
Secondary
Dimensions:
How
did
they
get
there?

31. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
8) Shamelessly Self Promote

32. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
My Content Promotion Rules
The
more
:me
you
spend
wri:ng,
the
more
:me
you
should
spend
promo:ng
Time
Spent
Wri:ng
Content
<
Time
Spent
Reading
Content
Reach
out
to
peers
and
trusted
sources
to
help
promote
Don’t
overdo
it

33. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Understand Time Spent Reading
Time
on
Page
*
Pageviews
=
How
much
:me
your
ar:cles
have
been
read
*

34. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
9) Prove Top of Funnel Value
• Image
Photo
Credit:
epSos.de
via
Compfight
cc

35. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
The Consumer Decision Funnel
Researching
Trends
Genera:ng
Ideas
Learning
How
Product
Research
Comparing
Products
Purchase
Heavy
Paid
Search,
Email
and
Landing
Pages.
Gets
most
of
conversion
credit
in
web
analy:cs.
Heavy
Organic
Search,
Social,
Content
Marke:ng
&
Nurturing
Focus.
Gets
li+le
conversion
credit
in
web
analy:cs.

36. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Customers, not Channels

37. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Assisted Conversion Value

38. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Attribution Modeling

39. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Compare Multiple Attribution Models
Search,
Social
and
Referral
Suffering
from
Last
Click
A+ribu:on

40. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
10) Calculate Return on Investment

41. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
How ROI Should Really Be Calculated
Revenue

42. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Subtract Our Ad Spend
Revenue
Adver:sing
Investment

43. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Subtract Cost of Selling Each Product
Revenue
Adver:sing
Investment
Product
Cost

44. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Subtract Fixed Costs of Business
Revenue
Adver:sing
Investment
Product
Cost
Fixed
Costs

45. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Now You Have Net Profit
Revenue
Adver:sing
Investment
Product
Cost
Fixed
Costs
Net
Profit

46. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Here’s an ROI Equation to Use
Gain
From
Investment
(Net
Profit)
Cost
of
Investment
Cost
of
Investment
ROI
True
ROI
Measurement:
h*p://bit.ly/TrueROI

47. Strong ROI =
Bigger Budgets!

48. Jeff
Sauer
|
h+p://Knowledge.land
|
@jeffaly:cs
Thank You!
48
Jeff
Sauer
Marketer
and
Entrepreneur
Knowledge
Land
Minneapolis,
MN,
USA
Email:
jeff@jeffaly:cs.com
google.com/+JeffSauer
Newsle*er:
bit.ly/jeffaly:cs