Developing content on a consistent basis is a sizable investment and having a proper analytics system in place allows your business to track its results and measure ROI.

Google Analytics is a valuable tool that helps you design and implement a content strategy that connects with your ideal audiences, while also identifying key opportunities for growth through data.

Why you should use Google Analytics

Today, this content analytics tool is necessary for constructing a solid marketing strategy. With this tool, you can uncover an enormous amount of data about activities occurring on your website that you can use to improve your brand awareness and business development.

These analytics reports will show you what you’re doing right and what you can improve on so you can produce personalized content for prospects to help move them along your sales funnel more quickly.

Here are three things you should be reviewing in Google Analytics to help improve your overall marcom strategy.

1. Determine your best performing content

A major goal when creating content for your business’ website is to attract more visitors using various keywords. But do you know which content is bringing most of the traffic?

This is where content grouping comes in.

Content grouping is a rule-based pairing of similar content themes that allows you to group content based on format, category or even a particular campaign you ran. This helps your business better understand its metrics, engagement, navigation and ultimately conversions.

For example, if you help run a tax software company, your groups might be business, non-profit, personal, estate and trust. Or, if you provide guitar lessons, your categories might be classical, rock, jazz, and Latin.

If your site infrastructure doesn’t allow for content grouping, another way to achieve this is to review your site content, group similar themes together and jot down the number of views each page or post received in an Excel spreadsheet.

With this data, you can see which types of content are performing in your favour and which segments are not.

2. Discover what platforms drive the most traffic

If your brand is committed to investing in content marketing to build its business and bottom line, you’re most likely using other effective marcom strategies to increase visibility such as social media, paid advertising or earned media.

With Google Analytics, you’ll be able to view all sources that drive traffic to your website, which allows you to make data-informed decisions on where to invest or reallocate your marketing budget to increase your business’ digital and traditional footprint.

On top of discovering the media that bring qualified leads to your site, Google Search Console is another powerful, complementary tool where you can see which search terms your website ranks for, while also analyzing your site’s impressions, clicks and position on Google search.

3. Find out what content converts the best

At the end of the day, the purpose of your content marketing strategy is not just to educate your audience and post pretty graphics on social media.

You want to attract ideal customers to your brand, position your company as a trusted expert in its industry and convince people to buy your products/services.

With Google Analytics, you can see how well your content is converting prospects into qualified leads and paying customers. You can set up specific goals to view various metrics such as:

  • Visits to a certain page
  • Email newsletter signup/form completion
  • Downloads of material such as whitepapers or eBooks
  • Consultation requests
  • Online product/service purchases

With this knowledge, you’ll be able to monitor what goals are performing well and adjust your strategy accordingly to ensure you’re meeting your digital marketing KPIs to improve business results.

For more information on how Fifth Story can use Google Analytics to help with your business’ marcom strategy, contact us at