So you’ve been writing and publishing blogs for a while. Your traffic is growing and you’re building your email list. But you want to get a little smarter.
You want to be able to identify your top performing content and leverage that traffic and opportunity.
There are multiple reasons why you should be considering this tactic:
- So you can publish more of the content that resonates the most with your audience
- Identify the content that is generating the most organic traffic to your website
- Reduce bounce rate by identifying top performing content and linking to other relevant top content
- Increase your email list subscriptions by creating relevant content upgrades
In order to do this you need to use Google Analytics to find out what content is driving the most traffic to your website. Then how you can get these visitors to do something else before they leave. A few examples could be to simply visit a 2nd page or subscribe to your email list.
I’m going to show you the exact steps to take to not only identify your top performing content, but what you can do with it once you’ve figured it out.
You may prefer to watch this video, and then follow up by reading through the remainder of the article.
Identifying top performing content
Behaviour > Site Content > Landing Pages
The first thing that you need is Google Analytics. If you are unsure what this is or how to use it for improving website performance, we have created a few other articles that will help you out…
- What are the best metrics to measure in Google Analytics? 8 key metrics every business owner should measure
- Improving website: Using Google Analytics effectively
- 11 ways to reduce bounce rate and improve website performance
From the main dashboard in Google Analytics, using the most recent month of data, select ‘Site Content’ from the Behaviour section on the left hand menu, and then ‘Landing Pages’. This will show you the most popular pages that are driving traffic to your website.
For this example you should ignore anything that is not a blog article and identify your top 3-5 articles. You may have to scroll through the pages to find all your articles.
Leveraging top performing content
Now that you have pinpointed your top performing content, what can you do with it?
Reduce bounce rate by recommending relevant content
For any of these top performing articles that have a high bounce rate ( >70%) you should be thinking about how you can get these visitors to visit a second page when they visit.
For example, throughout many of our articles we frequently add in links to relevant content (see below). You will also find links to our most popular blog articles in the main navigation and at the bottom of all our blog articles.
Other common strategies are placing popular articles in the side bar areas and footer areas.
How can you get your visitors to visit 2 or more pages when they land on your website for the first time?
We’ve covered reducing bounce rate in much more depth in this article: 11 ways to reduce bounce rate and improve website performance.
Grow your email list through suggested content upgrades
A major part of any content marketing strategy is email list building.
The articles you have identified are driving the majority of new visitors to your website, so it makes sense to find a way to get them to subscribe while they are there.
Think about how you could create a complimentary, relevant and highly valuable piece of content that someone would like to receive by subscribing to your email list.
This is what a content upgrade is – a bonus piece of content that compliments your article, and people have to give you their email address to receive it.
Here are some ideas to get you thinking about what your content upgrade could be:
- Longer form eBook on the same or similar topic
- Exclusive webinar content
- Private video content
- Exclusive/private podcast content
- Free course content
- A handy complimentary checklist or useful resource
- Worksheets, assignments and templates
- Transcriptions for video and audio
- Email course (Click here to see an example)
- A complete list of relevant tools and resources
- Exclusive interviews
You spend a lot of time and effort creating your articles, so it makes sense to get as much from the content as possible.
I understand that it’s a lot of extra work to create content upgrades, but the sooner you do it the better. Think long term and about all the traffic that’s visiting your website today. You don’t want to be missing out on this huge opportunity to communicate more and personally with your potential customers.
Your homework for now is to dig into Google Analytics, identify your top performing content and create some ideas around how to leverage your content.
I hope you’ve found this valuable. Please do jump into the comments section with any questions.