Posts tagged as:

Google Analytics

Is There a Dark Side of Google?

by · October 25, 2013

Full disclosure: I’m a Google stock owner and Google Analytics pro.
I feel like my parents just told me I’m adopted but gave me a fat bag of money to ease the pain. Read on to understand why…

Google recently stopped passing keyword data from searches to analytics platforms. This change means that reports within Google Analytics, Hubspot, and any other kind of analytics program will not provide keyword analytics for all of their Google search traffic.


What Happens Before The Click

by · September 7, 2012

Last week, we talked about a simple workflow for using Google Analytics to inform your content planning. We looked at the Content Drilldown report, and used it to reveal the gaps in your existing content, helping you plan your editorial calendar.  While looking at content performance is interesting, have you ever wondered how your content performs before the click?

  • How many web searchers see your content in search results?
  • Which keywords and content get a lot of eyeballs, but relatively few clicks?
  • What topics could you add to your editorial calendar to exploit strong search interest?

Using Analytics to Plan Great Content

by · August 28, 2012

If you’re a digital marketer and don’t log into analytics at least weekly, shame on you. You’re missing information that can help you make better decisions, even in tasks and roles that seem pretty far removed from reporting.

Most marketers associate Google Analytics with periodic reporting of traffic. Those who are responsible for tracking revenue or media buys may look at conversions or traffic source performance. But the data in Google Analytics can help content strategists, community managers and others in a more editorial role, too.


The ROI of Infographics

by · August 1, 2012

Defining the best way to measure the value of your infographic content can be an adventure in semantics. Your objectives, the organizational culture you operate in, and your definition of return on investment (ROI) all contribute to how, or even if, you measure the business performance of infographics.

ROI is calculated as follows: (Gain from an investment – Cost of the investment) / Cost of the investment

The formula is simple enough. So why do ROI discussions always seem to have the potential to become acrimonious? Like a good political debate, how you approach the measurement of your content marketing and communication initiatives can depend on your perspective.


The Optimists Die First: Why Hope is Not a Content Strategy

by · June 22, 2012

If this post doesn’t go viral, I think I might die.

If only I could get one of those big names – Chris Brogan, Seth Godin, Brian Clark, I’d even settle for Jason Falls – to trumpet the piece I’ll be en route to cashing checks and speaking in front of sold out conference center ballrooms.

If only I could get it to catch on. Maybe it’ll happen this time. I really hope it does.


While we won’t readily admit to it – at least not out in the open on the internet – we often use hope as the primary driver of our content strategy.


The Balkanization of The Parking Deck

by · June 14, 2012

I work in a building with a rather large parking deck. Seven floors, if you include the roof, yet all is not as it seems. Unlike many such structures, getting to the top doesn’t require seven rounded upward turns — ours could best be described as a double-helix. (Efficiency in our DNA.) What this means is that your trip up (or down) doesn’t go past every single vehicle: you only see half. The twin spirals do connect at top and bottom where one can cross over to the other side, but few do.


In Social Media, The Fine Line Between Nimble And Fickle

by · February 9, 2012

study by The Center For Marketing Research declared, “blogging declines as new media rules.” Based on results of a survey sent to the Inc 500, the article states, “there is clearly a shift in how these nimble companies are communicating.”

If it is true that blogging is on the decline, then I’d say these companies are more fickle than nimble. Throwing over — or not starting a blog because it’s easier to use Facebook, Twitter or Pinterest is short-sighted and risky. A blog may be an “old” form of social media but it has five benefits that the newer platforms can’t touch.


Super Charge Your Social Media With HootSuite And Google Analytics

by · December 28, 2011

In March, HootSuite announced their release of Social Analytics which combines the power of HootSuite’s statistics with Google Analytics, Facebook Insights and more. They already boast an easy-to-use interface for managing social media channels, and now HootSuite Pro users have an expanded social reporting dashboard that is providing best-in-class reporting options starting at $5.99 per month.

What HootSuite Pro Does Well

One-Click Report Creation

The social reporting dashboard allows users to set up a variety of automated reports including stats, Facebook Insights, and Google Analytics. They have made it fairly easy to create reports by providing templates and a system of widgets that allow you to quickly drag and drop reporting elements onto your dashboard.


A Quick Tour Of Real-Time Google Analytics

by · October 3, 2011

As you probably know, I spend a fair amount of time these days answering questions and providing some more in-depth content to folks over at The learning community and question-answer site has become quite the resource for professional communicators and business owners hoping for some help with the ever-changing world of digital marketing. Tamar Weinberg, Nick Huhn, DJ Waldow and I are available in sort of an on-call consultancy role there and enjoy helping people like you with their digital marketing issues.

We’d be honored if you would join us. It’s just $25 per month and you can cancel anytime!