There are many tricks and tactics to excel at content writing. One of the tricks which is majorly used by all the content marketing agencies is SEO content marketing. According to the research done by Content Marketing Institute, only about 20% of your content will keep your audience engaged if it is created effectively. Google Analytics is a tool that can be used to get audience insights which will help you understand your audience better. This tool is mostly free but there are premium versions available too which are paid.
Google Analytics can help you obtain primary as well as secondary audience data. Following tips will help you understand how to use the Google Analytics data to improve your content marketing

Identify Your Most Popular Content

Google Analytics Behaviour report will generate the data to identify your most popular content. To use Google Analytics to identify that:

  1. Go to Behaviour > Site Content > All pages
  2. Use filters to check blog posts
  3. And then identify audience visits through Unique Pageviews

This will give you a filtered list of your blog posts through traffic volume. This will help you understand the most popular content on the site.

Once you have this data, it will become easier to understand topics that interests your audience the most, update the most popular posts by adding stats, images, infographics, etc to keep your audience engaged, add relevant links to your other blog post which are less popular, and identify the least popular blog posts and try to improve and optimize them.

Determine if your Content is Optimized for Mobile Users

Over the past few years mobile usage has increased. It is very vital to optimize mobile content as audiences using mobile devices do not engage with content the same way they engage on desktop. You can check your mobile content through Audience > Mobile > Overview on your Google Analytics account. By doing this you will be able to understand if you need to create or optimize your mobile content.

Using the Behavior Reports

The behavior section on your Google Analytics dashboard helps to identify what your audience is going on your website such as what actions they have taken and what pages they have visited. It helps you to give a visual representation of your audience on how long they stayed on your website. This section will help you understand site engagement, usability issues and potential content.

With this data it will easier for you to identify the strengths and weaknesses of your content, how your audience uses your website, and how to refine and improve content.

Aligning your Content to Goals

It is important to track your progress and to understand what is critical to your business. This can be done through setting goals. To set goals on Google Analytics you need to go to Google Analytics > Admin > Goals, here you can edit or set new goals. This will measure all the set targets on your website that will represent actions by audience, conversions, activity on your website. Analyse and evaluate your progress through Google Analytics and modify and optimize your content accordingly.


There is no better way to optimize your content better than strategically developing it based on strong audience data, expectations and content preferences. Google Analytics is a strong tool that should be used by any organisation to increase their online business.