Understanding your audience is one of the most critical components of content marketing. By knowing who is reading what, and how they’re reacting to the content that’s being shared, you can really start to understand how your content is performing, and how it can be improved to better match your audience.
Google Analytics can be used to help you identify several audience behaviours from anywhere in Nigeria. These include:
- Which age and gender groups are consuming your content
- Where your content is being consumed geographically
- How they are consuming it (mobile vs. desktop)
Let’s take a look at some scenarios in this article by which Google Analytics provides some great insights that can help to improve posts that already exist, but can also give you insights for upcoming content marketing efforts.
1. Identifying age and gender for individual blog posts:
When marketers do audience personification before writing posts, age, and gender are likely very important in identifying who they’re trying to reach. That said, you can learn quite a bit by diving in.
In order to get to the post you’re looking to evaluate, simply follow this path in Google Analytics: Behavior > Site Content > All Pages > Search the URL you’re looking for.
Once you’ve found that URL, click it. Lastly, you’ll use the secondary dimension feature to find age and gender, which both fall under “users.”
As an example of how this can be beneficial, we’ve taken a post that discusses pricing of a service. For this industry, women are consistently doing the majority of the searching. But as you’ll see below, when it comes to researching price, it’s actually the opposite:
- Age: 25-34 and 35-44 result in over 55 percent of the visitors for this post. 18-24 is the next closest age group.
- Gender: Males make up roughly 54 percent of the visitors to this post.
So based on just that alone, you’d get the impression that your idea is just slightly male-heavy for a piece about pricing for this particular service, but not enough to focus only on males, and that the audience also tends to be a younger, more price conscious group with the two oldest demographic ranges creating the least amount of visitors.
BUT you can certainly go beyond that, and you definitely should. Visitors themselves only tell you who has visited the post. You’ll want to know how they received the post.
By simply looking at the average session duration, we quickly find that males only stay on this post for 33 seconds, while females stay for an average of 2:24. This changes everything. We can now see that females are far more interested in the post once they make it there, even if they’re searching for it and coming to our post less often than males.
So what are some takeaways?
- We might want to optimize this post for a younger, female audience.
- For future posts about the pricing of this service, we should start by gearing it towards this audience.
2. Geographical Analytics
There are also several instances in which knowing the location of your visitor can give you valuable insights you need to more effectively provide the content and solution that the audience needs.
Let’s use a post about the best cities in Nigeria for young professionals as an example. This post would likely have the most visits from these five cities:
So what can we take away?
- You might not get what you expect.
- You can now take a look at your post and see if you can make it better for these audiences and also if you can find a way to show that the service ultimately being marketed can be beneficial for people who are moving great distances.
3. Mobile &Tablet vs. Desktop
Lastly, it’s also crucial to pay attention to how your audience is consuming your content. In order to find this information, follow this path: Audience > Mobile > Overview.
For the sake of this post, the example website is used as follows:
- 55 percent mobile
- 30 percent desktop
- 15 percent tablet
The majority of websites are likely seeing something similar. Mobile usage keeps rising, so the biggest takeaway is that you should probably make sure that your website works and works well for mobile users. One easy way to at least get an initial idea is how mobile users are responding to your content in comparison to others. If bounce rate, page/session, or average visit duration are worse on mobile than desktop or tablet, there is room for improvement.
Knowing your audience is important. Doing things like audience personification ahead of creating a post is definitely worth it, but it’s also highly beneficial to use the data at your disposal to help drive that process, and also to review how well you initially identified your audience, and then make changes if needed.
Did you find these tips helpful? Share your thoughts in the comments section!