Reimagining Your Content: Category Analysis for Increased ROI

If you’ve been with us so far on The Year of Reimagining Your Content, you know that you need to start by taking a step back, and that you should really look at your web analytics before you start writing. This week we want to delve a little deeper into how successful content creators use analytics to decide which topic categories to focus on.
For simplicity’s sake, we’ll assume that you are working on your website’s blog, though category segmentation applies equally well to all content types: image sets, videos, social media posts, landing pages, etc.
If you’re like most companies, you publish content that can be broadly lumped into 5-10 general categories, simple because you happen to be knowledgeable about those specific subjects. If you’re an auto dealer, for instance, you may publish posts on: new car models, car maintenance how-to, seasonal driving tips, how customers can choose particular car features, industry trends, and Top Gear episode reviews (naturally).
Many content creators don’t take the time to actually analyze their content and divide it up into categories. They simply write about whatever is new or whatever they feel inspired by.
However, there are distinct benefits to thinking about your content in terms of categories. We advise content creators to visualize their content this way for two reasons:

  1. Thinking in terms of categories enables content creators to get a bird’s-eye view of what they’re creating. It also helps with brainstorming—once you know your blog covers 5 particular areas, it will be much easier to fill out your monthly publication schedule with a variety of topics.
  1. Thinking in terms of categories enables you to then measure the performance of these categories and double down on what the audience wants. For the sake of this post, let’s discuss this second reason.

A large part of calculating the ROI on a blog you publish is figuring out what works and what doesn’t. You may know that, overall, you’re able to convert 3% of blog readers into paying customers. But where do you go from there to improve that number?
That’s where your blog categories come in. When you’ve tagged your posts with the appropriate category in Google Analytics, you’ll be able to see a much more granular view of your blog. For example, you may see that one category of posts accounts for 70% of your conversions. Clearly, you’ll want to double down on this topic and explore what about it is so appealing to customers. Another category may be creating so little engagement that you may want to do away with it entirely, unless it serves a completely different purpose, such as providing entertainment.
For a step-by-step on how to actually implement category segmentation in Google Analytics, this post has a lot of good information. But if this segmentation stuff is a bit above your head at the moment, we’ll be happy to help with the analysis—contact us to get started!
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