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How to Use Data Visualization in Your Content Marketing Strategy

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how to use data visualization in your content marketing strategy

How to Use Data Visualization in Your Content Marketing Strategy

As a marketer, you've most likely heard of data visualization. Even if you're not very familiar with the term, you've surely seen it in action.

Data visualization simply refers to graphical images such as charts, maps, scatter plots, or graphs that represent and explain data sets or other numerical information in a comprehensive, easy-to-digest manner.

As part of your content marketing strategy, you can use graphical images within blogs, on landing pages, or in social media posts to make data such as stats and numerical information easily digestible to the reader.

Data visualization can also help you as a marketer when it comes to feedback and productivity.

For instance, say you set up a survey using the 5 points Likert scale to request feedback from your blog audience on the content you publish, there's a chance you'll get hundreds (if not thousands) of responses to that survey and, sure enough, you need to analyze that data in the shortest possible time. That's where data visualization comes in.

Now you've seen that there are basically two ways by which data visualization can help improve your content marketing strategy. Our focus in this blog is not on how you can use graphs and charts in your content, but on how you can capitalize on data visualization to boost your productivity and improve your bottom line as a marketer.

How to Use Data Visualization to Drive Your Content Marketing Strategy

  1. Unleash the Powerful Tools in Google Analytics

One of the most important tools in a content marketer's arsenal is Google Analytics. After all, it is the most versatile tool as far as gathering data about a website and its visitors is concerned. And the best part is that it renders all its data in beautiful well-constructed charts and graphs.

If you've only been using Google's Webmaster Tools and similar tools to monitor your blog traffic, I'm afraid you've been doing yourself and your content marketing efforts a great disservice.

As a content marketer, Google Analytics help drive your content marketing strategy by

  1. Showing where your content marketing efforts have been effective 
  2. Showing you the pages with the highest views
  3. Showing you the pages with the highest bounce rates
  4. Giving you demographic information about your visitors i.e their gender, age range, location, device type, etc
  5. Giving you tips on how to improve
  6. Showing you how you acquire users
  7. Rating your traffic channels based on the amount of traffic you get from each
  8. Showing your average engagement time i.e how long your visitors spend on your website; etc

Although Google Analytics is an essential tool a content marketer must exploit, it won't do you much good if you don't know what data you should watch out for or how to access its powerful features. Below are 5 analytics reports that can guide your content marketing strategy.

  1. Audience

The audience report on Google Analytics gives you a lot of information about your audience, and the value of this information cannot be overstated.

One of the information reported under Audience is the percentage of mobile users. And, in recent times, the percentage of mobile users exceeds those of the other devices combined. This means your website must be fully mobile compatible for you to get the most out of your content marketing strategy.

To view information on how your website performs on mobile devices, go to Audience Mobile Overview. This will tell you whether or not your website performs poorly on mobile.

  1. Site Content

Analyzing your site content with Analytics is an excellent way to learn about what's currently working for you and what's not. Basically, this report will list out your pages by popularity based on page views.

When you know what page has the most pageviews, you can then deliver similar content in order to keep your audience coming back for more.

For instance, if your best-performing pages are blog posts where you publish industry statistics, then you know you should publish more of such blogs to keep your visitors coming.

On your Analytics dashboard, look at Behavior Site Content All Pages to access this tool.

  1. Site Speed

The slower your website loads, the more likely you are to have higher bounce rates. This is because internet users want web pages to load as fast as possible, and if a page loads too slowly, they just go elsewhere.

Besides, Google now uses page speed as a ranking factor, so you want to keep tabs on your page speed and make sure it's up to par.

You can access this information from Behavior Site Speed Page Timings where your pages will be grouped by page load time. You can also go to Behavior Site Speed Speed Suggestions to see suggestions on how to improve your page load speed.

  1. Site Search

This tool helps you analyze what visitors to your website are searching for using your search bar. There are 2 ways by which you can benefit from this:

  • You'll be able to identify gaps in your content. If a topic you haven't covered comes on this report, then you know you should cover it

  • You can analyze the keywords found here to the keywords you've been targeting in your content to see if you're doing everything right

You can view this information from Behavior Site Search Search Terms.

  1. Low Engagement Pages

It is true that your pages that rank well on search will be much fewer than those that don't. But what if those pages that attract visitors are unable to keep them engaged? That means you lose leads as soon as they come.

To see how much engagement your magnet pages get, go to Behavior Site Content Landing Pages to see where people land on your website. You can then check the bounce rates to the goal conversion rate if you have one set. If you're not impressed with the figures, then take steps towards optimizing those pages for conversion.

Although there are more reports on Analytics that could be helpful to your content marketing strategy, the 5 listed above give the most valuable information that is essential to content marketing.

  1. Survey with a 5 Point Likert Scale and Analyze the Data

The Likert scale is a popular tool in the world of customer surveys. It is very effective in getting very valuable feedback and reviews from customers and internet users in general.

Although most content marketers are fully aware of the value of customer feedback to their content marketing strategy, many are not intentional about collecting this data and using the information found therein to drive their strategy.

For instance, a happy visitor to your blog may voluntarily leave a comment on your post but simply write something like "great post! Thanks.". Although this is good, it's not as valuable as detailed feedback. A remedy to this problem is an audience survey.

When you conduct audience surveys, you're in control of the whole operation. Hence, you can ask the right questions depending on what you desire to learn from the survey and you'll gain much more valuable insights into how much your readers and customers benefit from the content you publish and whether or not you have the information they need.

Now, when we talk about Likert scales, there are several options you can choose from. Although the original Likert scale had 7 points, there have been alterations and there now exist Likert-like scales with as little as 3 points and as much as 9 points.

Among these scales, the 5-point Likert scale has been found to be the most effective. This is because the 5 points Likert scale is the sweet spot between the confinement of the 3-point Likert scale and the excessiveness of the 7-point and 9-point scales.

With the 5 point Likert scale, respondents can confirm or discredit a statement based on how much they agree with it or express the level of their feelings for a particular concept.

Most times, the questions asked in a Likert scale-based survey have to do with satisfaction or agreement. So the preset options to a 5 point Likert scale would look something like

  1. Strongly disagree

  2. Disagree

  3. Neither agree nor disagree

  4. Agree

  5. Strongly agree


  1. Very dissatisfied

  2. Dissatisfied

  3. Neither satisfied nor dissatisfied

  4. Satisfied

  5. Very satisfied

I'd like to mention that questions and responses on the Likert scale don't always take this form as you'll see later on in this article.

Probably the greatest advantage of the Likert scale is that you set both the questions and the responses and respondents only have to choose which one best describes their thoughts. Now let's see this in action.


Data visualization is the most effective way to analyze and digest any form of stats or numerical information.

Some of the benefits of data visualization include:

  • Spotting patterns faster

  • Identifying loopholes and gaps

  • Increased productivity

  • Accurate data analysis

  • Faster trend identification; etc.

As a content marketer, there are two ways by which data visualization can help drive the success of your content marketing strategy:

  1. By presenting data in your content using charts and graphs; and

  2. By using data visualization to boost productivity and improve your bottom line as a marketer

In this article, the focus was on boosting productivity and improving your bottom line using data visualization. And two ways by which you can do that are:

  1. By unleashing the powerful tools in Google analytics; and 

  2. By conducting customer surveys and analyzing the data using a versatile data visualization tool.

And once you conduct your survey, go through the responses, identify your positives and your negatives, and take relevant action. You'll definitely see a shift in your results.

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