Ways to Measure Content Marketing Success with Google Analytics

You’ve heard it before: When developing a content marketing strategy, you must start by determining what you want your content to accomplish. Though creating high-quality, compelling content is a tremendously significant part of the content marketing process, it’s even more important that your content proves to be effective — nothing else matters if your content doesn’t help you achieve a business goal.

As is the case with any marketing strategy, measurement and tracking against benchmarks and goals are necessary for proving content marketing ROI. Though there is a multitude of tools available to measure the effectiveness of your content, Google Analytics is a “one-stop-shop” that most website owners utilize from the get-go. However, due to the wealth of data this tool can provide, it can be difficult to determine exactly which information will be most informative.

So here are three suggestions for using Google Analytics to measure the potential success of your content marketing strategy:

Traffic and time on page

Often, traffic alone is not a great indicator of content marketing success but coupled with other metrics it can be particularly insightful. For example, your home page is probably one of the most visited pages on your site — but this isn’t always due to the content found there. If you’re employing basic SEO and promotion strategies correctly (and they are functioning properly), chances are your home page will always…