Google Analytics 4 (GA4) made its appearance in October 2020. However, this isn’t the first time Google has published major updates. You have already seen iterations rolling out in 2005, 2007, 2012 and finally in 2020.
Google Analytics may be a challenge, so this blog will discuss how a digital marketing agency Los Angeles uses Google Analytics 4 with business intelligence tools for better tracking and analysis of content marketing strategies.
How Google Analytics 4 Assist Marketers?
Well thanks to GDPR and 2021’s privacy enhancements, tracking with cookies has become quite difficult. However, GA4 fills those gaps with the help of machine learning. Additionally, cross platform tracking emphasizing user over sessions.
But even sophisticated, GA4 combines app and website interactions initiated by users who are good at making marketing decisions
So what’s the catch?
If using UA, the website data becomes viewable from the moment you start. But GA4’s data expires after 1 year 2 months. Also, the amount of info you can store gets reduced by 75%.
Where Does GA4 Fit In Content Strategy?
GA4 fits within a six step content strategy. Here are the steps:
1.Know Your Business And Set Goals
Before talking to your audience, consider:
- What content you must create?
- What topics to discuss?
- What is your industry specialization?
Finally, digital marketing agency Los Angeles creates content that will place your brand as the expert. GA4 as well as data insight drives accuracy. By studying traffic patterns and searching for trends of previous success, you can tie the topics to future success.
Examine the screens and pages for:
- Content visitors read longest
- Highest traffic page
- Pages visitors scroll more
2.Know The Audience And Positioning
Once you find the differentiation factor, you can understand your audience. Find out their likes, dislikes, interests.
Talk to them directly through your content, analyze audience engagement and customize approach to keep them hooked.
3. Research And Pick Keywords
Using keyword research helps find out the keywords you are ranking for, and the keywords you should be ranking for.
You can start looking at the Search Console performance reports. This will help you find keywords you rank and pages you are already ranking with.
Simply sneak around your competitions and discover keywords you want to rank for. You can use tools like Moz or Ahrefs for professional SEO services.
After nailing down those keywords, develop keyword clusters for the edge you need to win in competitive verticals.
4. Build Authority With Content
No doubt, content brings authority. But first, you need clarity. Define the content format, and decide how comprehensive and deep you wish to go into each one.
Building amazing content is directly proportional to recognition and authority in your industry. Observe how content toes into sales and revenues.
Make sure to optimize content for better conversion. This can improve your results moving forward.
5. Be Consistent At Creating And Publishing Content
A HubSpot study on 7000 businesses found that companies having over 1000 webpages see 9.5x more traffic than those having fewer than 50 pages.
B2B businesses with 9-15 blog posts each month had 2 times more inbound traffic of B2Bs publishing after once or twice each month.
All you need to be is consistent at publishing good content to build results that you can always go back to, work from or study.
6. Maintaining Strategy With Calendar And Post Publishing Promotion
To keep the strategy going, you must have a budget at your disposal, with agreement from each party involved. So, each month doesn’t end up in scrambles and missing out on lead generating content.
Professional SEO services use a calendar to regularly develop topics bringing in leads. However, it becomes useless without promotion strategies.
By monitoring and tracking your content performance through GA4 and other business tools, you will gain insight into whether you are at all approaching your goals.
KPIs giving you valuable insight include:
- Blog conversion- newsletter subscription, engagement, and time spent on website, etc.
- Best performing genres- topics, authors, formats, etc.
- Business conversion- revenue, leads, email subscribers, etc.
The internet is constantly evolving. Your business is growing, audience is changing, and your content strategy should adapt.
Use proper resources to track success of your earlier promotions and see where you can include adjustments to your upcoming strategies.
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