How to Mine Google Analytics for Content Ideas – A Webinar from Emily Hill

On December 3rd 2015, we hosted a webinar with Emily Hill, Founder of Write My Site, a copywriting agency that has been in business since 2006.

Emily presented her tips on how to use Google Analytics to get content ideas. Usually, content marketing is not perceived as an activity with a strong analytical foundation, unless you are creating content involving research and analytics. However, during her webinar, Emily countered this position, and proved to us that analytics is what you need to produce the best-performing content.

We are all accustomed to using Google Analytics for monitoring and analyzing traffic. But did you know that you can use Google Analytics’ many tools to examine your content as well?

Research on content inspiration was performed in 2015 by the Write My Site agency. It showed that more than 90 percent of digital marketers are not satisfied with the amount of content they produce on a regular basis for their blogs and guides. When asked about the reasons for this, a lot of respondents cited “lack of inspiration.” In fact, this was the third most popular answer (after “lack of time” and “lack of planning”), and it was reported by almost 40 percent of all respondents. So, the problem of inspiration seems to be quite widespread. So why not approach it from an analytical point of view?

During the webinar, Emily shared some fresh ideas and outlines based on Google Analytics tools that help you to generate ideas for your content marketing campaigns.


So, which Google Analytics tools and statistics derived from Google analyses can you use to get new content ideas?

New vs. Returning Visitors

As usual, new visitors constitute most of your traffic, and that means that part of your content should be optimized for them. But if you look at the average amount of time spent on your web page, you can see that returning visitors are the most engaged and interested members of your audience. From a content production perspective, this means that you shouldn’t exclusively target new visitors, which a lot of brands do – they just put too much effort into introducing their brand.
If you want to keep your audience engaged, you need to produce content that is appealing for your loyal visitors.


Long-form content and content series are the best means of engaging returning visitors. Also, you can add some inner links to your content, which usually increases time spent on your site.

Visitors’ Location

Taking into account your visitors’ location can also help you figure out ways to encourage them to stay on your site longer. Google Analytics shows you your audience’s location; and even if most of your visitors come from London, for example, you should also trace where your most engaged visitors are coming from and optimize your content strategy for them as well.


Site Search

Site Search analytics is another type of data that should give you insights on what kind of content to create.
Site Search allows you to track which search terms correlate with the highest average search depth. This helps you to identify the most popular search topics to build content around. Also, Site Search analytics encourages you to identify and investigate problems with your actual content. Perhaps there are problems with your navigation or page structure, for example.


In general, Google Analytics provides us with quite an insightful tool for discovering information regarding content performance. Emily’s practical webinar showed us how you can use simple analytics to provide quality content that will engage your audience and help your site perform optimally.