{"id":113274,"date":"2013-10-11T00:14:00","date_gmt":"2013-10-11T05:14:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/what-to-write-how-metrics-can-guide-your-online-content-2\/"},"modified":"2024-12-21T05:54:51","modified_gmt":"2024-12-21T10:54:51","slug":"what-to-write-how-metrics-can-guide-your-online-content-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/creative\/what-to-write-how-metrics-can-guide-your-online-content-2\/","title":{"rendered":"What to Write? How Metrics can Guide Your Online Content"},"content":{"rendered":"

Every writer\u2019s ideation process should include a peek at analytics<\/a>. Here’s why:<\/i> Writing a regular blog is a lot of work. There are times when post topics come fast and furious, and times when you read, research, and scrape for inspiration. There are all kinds of ways to source content for your next post \u2013 or series of posts: we scan our RSS feeds, follow news about what\u2019s hot in the industry, and share what we\u2019ve learned in our day-to-day. We also\u00a0log into analytics and use keyword tools to find out what topics our audience is asking for.<\/p>\n

What? That\u2019s not creative!<\/b> Won\u2019t that result in keyword-stuffed spam meant only for bots? I beg to differ. There are innovative ways to use metrics and search data to spark the creative process, resulting in posts that people actually read, enjoy and share. And if your audience likes your content, chances are Google will too. You\u2019re a writer, right? Once you\u2019ve been enlightened by the data, it\u2019s your job to turn those metrics into something clever and engaging. I know you can do it.<\/p>\n

Step one: Look at Your Site\u2019s Analytics<\/b> Once upon a time, creative types came up with great ideas on their own, and left\u00a0readership calculations\u00a0to the pointy-headed analysts. These days, every web writer\u2019s ideation process should include a peek into your site\u2019s web analytics. Those charts and numbers will guide you closer to writing content that is interesting and shareable. Don\u2019t be scared. Ask your web developer to show you what\u2019s where. Or watch a couple of tutorials. Once you have analytics access and know your way around a little bit, look for data on:<\/p>\n

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  1. Which pages and blog posts garner the most views<\/li>\n
  2. Which keywords visitors entered to find your site<\/li>\n
  3. Which traffic sources (other websites) are driving traffic to your site<\/li>\n
  4. Keywords people enter in your search box<\/li>\n<\/ol>\n

    Then ask yourself: who is coming to the site right now? What kind of information are visitors looking for? Does my post offer value? Which posts and topics do they enjoy and share? Which posts are not generating traffic?<\/p>\n

    Step two: Do Your Keyword Research<\/b>\n

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