28+ must-have content marketing tools
Want to step up your content marketing? Then our guide has all the tools you need to help with everything from generating content ideas and competitor analysis through to content creation, promotion and analysis.
Google Analytics: Track the performance of your website & content
Overview
Google Analytics is the biggest name in website analytics software and one of the first tools every content marketer needs to master. Even the free version of Google Analytics can rival many paid alternatives and Google Analytics 360 is one of the top enterprise systems of its kind.
For content marketing, you can see which pages generate the most traffic, where visitors are coming from and monitor engagement metrics to measure the effectiveness of your content.
Key Features
Real-time reporting:
Monitor activity on your site or app as it happens.
Predictive insights:
Google’s machine learning models can analyse your data and predict future actions that people may take, like making a purchase or churning.
Acquisition reports:
See how users land on your site or app and which content brought them to you.
Engagement reports:
Better understand what content drives engagement and conversions on your site or app.
Search Console integration:
See Search Console data in Analytics and get insight into which search queries drove users to your site, and how your organic search performance translates to on-site action.
Google Trends Fig. 1
Benefits & Costs
Pros
Content analytics:
With the right setup, Google Analytics is an excellent system for measuring content performance on your website.
Flexibility:
You can set the system up to track the goals, metrics and data points you care about.
Free version:
Still one of the most capable analytics systems on the market.
Cons
Learning curve:
It takes a lot of time to fully learn the system (even the free version) and get the best out of it.
Setup:
Without the right knowledge, setting up Google Analytics for content analysis can be tricky.
Support:
Don’t expect much help from Google in terms of documentation or support if you’re using the free version.
