Ongoing improvement of campaigns across various digital marketing channels – SEO, Paid Search, Social Media, Referrals, and Direct Traffic – cannot be achieved without tracking their performance and the results they produce over a certain period. When it comes to evaluating digital marketing campaigns, Google Analytics is the top choice.

Google Analytics is one of the most important, yet often overlooked tools in digital marketing, especially in content marketing. Many beginners and even some experienced content marketers may not realize that, in addition to tracking website traffic and conversions, Google Analytics can also help generate content ideas that have a strong chance of drawing in visitors and customers.

But why should you take advantage of Google Analytics in your content ideation process in the first place? According to a recent study by SEMrush, content ideation – the process of finding topics relevant and useful for the target audience – is the third most challenging task in content marketing. Through Google Analytics, you can access a plethora of different reports, which you can take advantage of to produce ideas that are grounded in data and real-world performance of your on-going campaigns.

While Google Analytics may seem too daunting to use at first, accessing the most relevant reports and deriving meaningful insights from them is not really that challenging. To help you get started, here are the key takeaways of the infographic below from Digital Marketing Philippines, which discusses the different strategies for using Google Analytics in your content ideation efforts:

  1. Use site search terms as content ideas.
  2. Access search queries report to create intent-based content.
  3. Repurpose content with the longest Average Time on Page.
  4. Update content with high bounce rate and exit rate.

Learn more on the specifics of these tips by checking out the infographic below.

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