How to Use Google Analytics to Write Smarter Content

Posted by Lori Wade
July 25, 2017

Self-Published

Smart content is content that’s created with specific attention to the information about the audience. It has become apparent why we need this smart content. It delivers the message precisely and efficiently, and it’s among the most effective advertising methods. In creating smart content, specific attention is paid to the details about the audience, such as “who” they are, “how” many there are of them, and “where” they are. Wouldn’t you love this?

Here’s more, Google Analytics is the most powerful tool that ensures the development of smart content which will be a perfect fit for your audience. It has been a bank of audience information for some time now, a gold mine for any content developer. Above this, the most important aspect of Google Analytics is how it generates and renders various reports at any given time when you need them.

Services such as proofreading and editing services rely on Google Analytics for audience information. The reports can be generated for a better understanding of your audience. The examples and the data points are taken from CoSchedule.com.

 

Demographics – Age & Gender

Google Analytics paints a clear picture of the age and gender of our audience. From the data we went through, we were able to determine the most frequently used application and the topic of discussion in the blog. We drew two conclusions at this stage which were as follows:

  • 90% of CoSchedule social shares emanated from Pinterest.
  • Food and Home were most commonly discussed topics on Pinterest

Pinterest fact sheet as well reads the following:

  • 90% users are women
  • 52% of the interests are about food, 18% about clothes, and 15% about lifestyle.

This is very limited and subjective information that can lead to the creation of smart content with very limited results. Taking a look at information from Google Analytics, we can understand our audience from a more objective perspective. We now understand the age distribution of our audience and their density as well as the gender percentages.

From our example above, we draw two super useful analogies which are:

  • We can research the specific age group preferences
  • We are addressing an almost uniformly gender-distributed audience

With this in mind, you can tailor your content to appeal to a specific age group of your choosing. You can also see the daily traffic reports from the comprehensive Google Analytics reports tools. If you have a routine of a single daily post, you can determine which post has the highest and the lowest appeal rates.

 

Interests: Affinity and Market Segment

Possessing knowledge about your audience’s reading preferences is like striking oil. The affinity section of the Google Analytics is specifically designed for businesses planning to or carrying out a campaign via a TV ad and could extend their influence to the online context for a considerable investment. The market segment is meant for that section of the audience that is actively researching and considering buying products and services similar to yours. The other category is the section of the audience that is in neither of two groups but is likely to visit your page.

This information is provided for the purpose of aiding users by ads, not for content writing, making the available categories essentially ad focused. This information is still useful to a user who’s interested in what the audience is interested in even though they are not purchasing any ad.

This section is handy in providing a detailed idea of what to write about and relieves you of worrying about external audiences disliking your content. In general, while you don’t have to separate your audience, you don’t have to make everyone happy.

 

Culture, Geography, and Mobile

Knowing the location of your audience offers numerous advantages that start with the fact that you’re addressing various cultures. From our previous example’s data, we established that the audience was mostly based in the United States but with others spread all over the world.

Being aware of the location of your audience will enable you to:

  • Know if you have timed your content to match your audience’s time zone.
  • Avoid giving your audience information that contradicts their opinions or views.
  • Avoid opinions that could confuse your audience.

Nowadays, it is of critical significance to pay attention to creating content that offers mobile support. Many visitors of the majority of websites use mobile devices.

 

Google Analytics Demographics for Smarter Content

The question that comes up is, how do you make it work for your content?

Learn About Demographics

Having precise information about your audience, let’s say, 56% of women of average age 25, won’t be of much help until you establish what the interests of a 25-year-old lady are. There are hundreds of sources for this information online, but you have to exercise precaution if you intend to get accurate data.

Create Reader Personas

The data that Google Analytics provides reveals to you who’s viewing your content at that particular moment. This gives you the ability to manipulate your content with the intention of attracting new or keeping your current audience. You can put this information into use by creating some kind of persona to keep you anchored.

By creating some form of conversation with the person, you’re able to express yourself better as you have someone to relate to.

Enable Google Analytics Demographics

You will be required to enable Google Analytics Demographics in your Google Analytics account before you can use it and access this information.

 

Conclusion

Google Analytics provides us with very useful information about the audience of our sites. Until this tool came up, we had no way of determining the details about our audience online with such accuracy. Now, it is as if we are interacting with the entire audience at once. Wouldn’t you agree?

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