Q: What analytics/metrics/tools are content marketers not using that they should be?
A: One report that a lot of marketers miss is the Behavior Flow report in Google Analytics. It looks different than the other reports in GA, but there are simple and very useful insights inside.
This report shows you the top path through your website. Where [visitors] start, where they go next, where they leave.
It’s useful because once you know the top path, you can focus on that sequence of pages that are already getting traffic. Time spent here is more valuable than time spent on other pages.
If your website was a city, there would be a highway running through it. When you know where that highway is, you know where to put your billboards.
So put your best assets on the pages that are on that highway. Here are some examples:
- That video that shows off your team
- That testimonial that gives visitors a reason to believe your claims
- That case study that tells the success story
Also, if you see that important pages are getting missed, you can try to change your top path by adding internal links or re-labeling your navigation.
Join the conversation on LinkedIn or @MarketingB2B on Twitter with #DearB2B. Or email [email protected] to get help with your toughest B2B marketing challenges.
