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Using analytics to drive your agency's content

Published on Sunday, 3rd September 2017, contributed by FD Works

Every creative agency knows the importance of a great website. In the digital age, it’s vital to have a well-designed site and a good social media presence to raise your profile and show potential clients what you’re all about.

But how do you know if your audiences are actually reading your content? The answer lies in putting analytics at the centre of your online strategy.

Steve Ash, content consultant at CommsBreakdown, gives us a short overview of why analytics are the key to creating a more effective website for your business.

Posting content is not the end of the process

It’s a common misconception that posting your new blog or page is the end of the content process. Once your brilliantly written new page is published on the site, many of us assume that this is it – it’s live and the world will rush to read it.

But, in fact, posting new content isn’t the end game. Your content may be live, but there’s no guarantee that anyone is going to read it – and even less guarantee that readers will click on your ‘call to action’ buttons or share their contact details and email addresses.

It’s vital to understand that there’s still work to do AFTER you’ve published. And this post-publishing analysis will focus on reviewing the performance of new content, knowing who’s landing on your pages and (crucially) what they’re doing once they click through to your site.

To do this effectively, you need a way to record, track and analyse the performance of content over time – and the most common way to do this is using Google Analytics.

Tracking the performance of content

Google Analytics gathers data from your site using a small snippet of code, embedded in the website’s HTML. Once there, it brings you a huge resource of data, statistics and insights into how your online content is performing.

Google breaks your analytics down into three key areas:

  • Acquisition – measurements that show how successful you are at getting visitors to click through to your site and how many page views you’re getting.

  • Behaviour – this shows how visitors behave once they land on your site. Do they stay on the landing pages, or are they ‘bouncing’ off the page as soon as they arrive? What kind of content is proving popular, and what pages are becoming a ghost town?

  • Conversion – these stats show if your visitors are clicking on your call-to-action buttons, or filling out your contact forms in the way you’d planned. And you can also see if users are moving through your user interface with the desired actions.

Becoming familiar with these key areas of your online metrics puts you in control of the performance of your website. And the nice folks at Google offer a free online training course to help you get your head around using the Google Analytics reporting tools.

Google Analytics Academy teaches you the main aspects of online analytics, giving you the overview and skills needed to understand your online numbers.

If you want to truly understand whether your agency’s website is delivering, we’d strongly recommend taking the course and learning more about Google Analytics.

Find out more
You can read the full version of this post on the FD Works Insight blog – tips and advice for creative agencies that wants to grow and prosper.