Is Your Content Marketing Working

Is Your Content Marketing Working

Databox turns to Michelle Tresemer to explain how to use google analytics’ content groupings to find out if your content is worth the effort.

Let’s face it. Long-form content is an investment. White pages, ebooks, case studies, and longer blogs should not only be useful and engaging to your audience, they should also convert sales. If you’re not using Google Analytics’ Content Grouping feature, you don’t know which long-form efforts are working or if those content dollars are well spent. Michelle Tresemer of TGroup Marketing Method simplifies the Content Grouping process in Databox’s November 18, 2020 piece, “7 Ways to Use Content Groupings in Google Analytics to Better Understand Your Site’s Content.” Author Archita Sharma consults with Tresemer and other digital marketing experts on how to harness GA’s Content Grouping feature. With a few easy tips, you’ll be able to use Content Grouping to gain a better understanding of how your content affects your engagement, navigation, conversions, and ultimately your ROI.

What content grouping does

Google Analytics’ Content Grouping is a handy way to categorize your website content so you can get metrics on both grouped and specific content. Going beyond page-level data is especially important to get a reading on how each content section of your site performs. According to Thad Warren of EnergyBot, content grouping tells us what content is converting the most customers and what content category needs improvement.

How to set up content grouping so it works for you

There are a number of ways in which you can set up your Content Groups. Sharma’s article simplifies the set-up process below:

  • Modify each page’s tracking code that you wish to include in a group.
  • Extract pages with regex capture groups.
  • Create rules that include particular pages in a group.

Google Analytics processes the code in the above order, and once it locates a match, your content is grouped according to that first match.

Next step–creating content groups

  • Log in to your GA account.
  • Click ‘Admin,’ and navigate to the view you want.
  • In the VIEW column, click ‘Content Grouping.’
  • Click +New Content Grouping.
  • Enter a name for the new grouping.
  • Finally, select the methods–tracking code, extraction, or rules–to create Content Groups.
     

Some pro tips on organizing content grouping for the data you need

The real value of Sharma’s article lies in a collection of real-world tips on how to organize your content groupings for your analytical needs. Depending upon what type of business (B2B or B2C) you have, you can follow the logic of your website’s navigation or your buyer’s journey. For example, a B2C company may find it most useful to group content along product groupings. A B2B firm, on the other hand, will benefit from knowing its “highest converting pages, most-clicked keywords, and CTRs by keyword.”

Getting to the bottom of your content investments

Tip 5, “Creating different content groups for long-form and short-form content” is a great first step to evaluating if your content investments are paying off. Not only will you find out if your longer content like in-depth how-to blogs, case studies, and white papers produce more visitors, but you will also gain perspective on what topics appeal (or don’t appeal) to your customers. Michelle Tresemer explains how to do this:

“Organize your content via folders in the URL and group content beyond just your blog posts. This way you can quickly see if blog posts, case studies, or other resource documents led to a lead or conversion. It also allows you to see trends over time.” The important effect of this grouping strategy is that you’ll be able to clearly see if your investments are paying off. “This allows us to create more of what’s working and less of what isn’t,” says Tresemer. Simple enough.

Tresemer includes a screen shot in her explanation that reinforces the method using a grouping for blogs. “You can see in the screenshot I’ve included only content in one grouping, in this case, any URL containing /blog/ so I can quickly see what content is performing the best. If I didn’t have the URLs set up this way it would be much more difficult to see what is performing within each content category.”

Check out this post about why your URL structure matters to dive a little deeper into URL structure and why it matters for reporting.

Digital Marketing Content Grouping

More content grouping advice

Perhaps grouping blog content based on the level of expertise might work for your needs. Joinative ’s Adelina Karpenkova says that because they offer services for people with varied levels of understanding on a given topic, “it’s important for us to be able to analyze the demand for basic guides, more detailed tutorials, and comprehensive tech instructions.” Karpenkova reports that they can analyze such data because they group articles according to types of audiences. That way it’s possible to “measure how effective we are at reaching people at this or another stage of their journey.”

Content grouping saves time and money

Creating content groups not only allows you to drill down on how to improve your content and site, but it also “will save you a lot of time,” says Datis Mohsenipour of HeyOrca. Content grouping will better inform you as to how to invest more judicially in content, while you save time and money on digging through data.

“Bottom line, as Michelle Tresemer always says, “you want to keep doing what works and not waste money on what doesn’t.”

Whatever way you set up your content grouping, you’ll get a much better read on how to adjust your content for better engagement, navigation, conversions, and return from your content investments.

"Bottom line, as Michelle Tresemer always says, “you want to keep doing what works and not waste money on what doesn’t.”

Whatever way you set up your content grouping, you’ll get a much better read on how to adjust your content for better engagement, navigation, conversions, and return from your content investments.

Michelle Tresemer
[email protected]