{"id":3176,"date":"2018-04-28T14:41:49","date_gmt":"2018-04-28T14:41:49","guid":{"rendered":"http:\/\/captaim.com\/?p=3176"},"modified":"2018-04-28T14:44:15","modified_gmt":"2018-04-28T14:44:15","slug":"how-to-use-google-analytics-to-create-better-content","status":"publish","type":"post","link":"https:\/\/rimanagency.com\/fr\/2018\/04\/28\/how-to-use-google-analytics-to-create-better-content\/","title":{"rendered":"Comment utiliser Google Analytics pour cr\u00e9er un meilleur contenu"},"content":{"rendered":"

\"How<\/h2>\n

\u00cates-vous \u00e0 c\u00f4t\u00e9 de la plaque en mati\u00e8re de marketing de contenu ax\u00e9 sur les donn\u00e9es\u00a0?<\/b><\/h1>\n

Vous recherchez du contenu performant\u00a0? N'est-ce pas le cas de tout le monde\u00a0? <\/span><\/p><\/blockquote>\n

En travaillant avec diverses entreprises, des petites start-up aux entreprises du Fortune 500, j'ai constat\u00e9 que l'analyse de donn\u00e9es est un outil insuffisamment exploit\u00e9, notamment en mati\u00e8re de marketing de contenu. M\u00eame les grandes entreprises, dot\u00e9es d'\u00e9normes budgets marketing, passent \u00e0 c\u00f4t\u00e9 de l'essentiel.<\/span><\/p>\n

Il est int\u00e9ressant de noter que les analyses (qu'il s'agisse de Google Analytics ou d'un autre outil) ont tendance \u00e0 \u00eatre consid\u00e9r\u00e9es uniquement <\/span>apr\u00e8s<\/span><\/i> Une campagne payante, en fin de saison ou avant la fin de l'ann\u00e9e. Malheureusement, la plupart des entreprises n'envisagent m\u00eame pas de consulter les donn\u00e9es avant la campagne, ce qui constitue une \u00e9norme opportunit\u00e9 manqu\u00e9e.<\/span><\/p>\n

Plus je travaille avec l\u2019analyse, plus je me rends compte que ces donn\u00e9es puissantes doivent \u00eatre prises en compte dans toutes les phases d\u2019une campagne, en particulier lorsqu\u2019il s\u2019agit de marketing de contenu.<\/span><\/p>\n

Pourquoi\u00a0? Parce que l'analyse ne se contente pas de vous dire ce qui a fonctionn\u00e9, elle peut aussi vous aider \u00e0 pr\u00e9dire ce qui fonctionnera \u00e0 l'avenir et comment l'optimiser\u2026 si vous cherchez au bon endroit\u00a0!<\/span><\/p><\/blockquote>\n

C'est pourquoi, lorsque vient le temps de cr\u00e9er du contenu pertinent et engageant, je me tourne vers 5 indicateurs principaux de Google Analytics.<\/span><\/h3>\n

Voici 5 fa\u00e7ons d\u2019utiliser Google Analytics dans votre strat\u00e9gie de marketing de contenu\u00a0:<\/h3>\n
\n

<\/h2>\n

1. Contenu du site<\/h2>\n

Dans Google Analytics, sous \u00ab\u00a0Contenu du site\u00a0\u00bb, vous pouvez voir les pages de votre site les plus visit\u00e9es. Cela vous permet d'identifier vos sujets ou types de contenu les plus populaires et d'anticiper les sujets et formats les plus engageants et attrayants pour vos visiteurs.<\/span>
\n<\/span><\/p>\n

Regardez \u00e9galement vos taux de rebond, vos sorties et votre temps moyen pass\u00e9 sur la page.<\/span>
\n<\/span>
\n<\/span>Gr\u00e2ce \u00e0 ces donn\u00e9es, vous pourrez planifier le contenu futur en utilisant une structure de contenu similaire, des sujets similaires ou m\u00eame une approche g\u00e9n\u00e9rale similaire.<\/span><\/p>\n

\"Site<\/a><\/p>\n

\n

<\/h2>\n

2. Recherche sur le site<\/h2>\n

Si vous disposez de fonctionnalit\u00e9s de recherche de site int\u00e9gr\u00e9es, les mesures de recherche de site sont le meilleur moyen de voir ce que les internautes recherchent une fois qu'ils arrivent sur votre site.<\/span>
\n<\/span><\/p>\n

Les gens recherchent-ils un sujet sur lequel vous n'avez pas beaucoup de contenu\u00a0? Ou peut-\u00eatre que vous en avez un, mais qu'ils utilisent des termes diff\u00e9rents et ne trouvent pas ce que vous proposez\u00a0? <\/span>
\n<\/span>
\n<\/span>Savoir ce que les gens recherchent, c'est comme avoir une boule de cristal, qui vous indique quel contenu cr\u00e9er ou am\u00e9liorer. <\/span>
\n<\/span>
\n<\/span>Cela peut vous indiquer comment r\u00e9pondre aux besoins des nouveaux visiteurs, aligner votre strat\u00e9gie de contenu sur les besoins actuels des clients et savoir quel contenu utiliser dans les publicit\u00e9s et les promotions.<\/span><\/p>\n

\"Site<\/a><\/p>\n

\n

<\/h2>\n

3. D\u00e9tails du public<\/h2>\n

Quel type de visiteurs fr\u00e9quente votre site\u00a0? Cela peut vous aider \u00e0 d\u00e9terminer le type de contenu \u00e0 proposer. Par exemple, vous pourriez d\u00e9couvrir que vous avez une large audience de millennials ou de baby-boomers \u00e0 laquelle vous pouvez adapter votre contenu. Vous pourriez \u00e9galement b\u00e9n\u00e9ficier d'un trafic important en provenance d'un pays particulier et adapter votre contenu existant pour lui donner une touche plus locale.<\/span><\/p>\n

En ce qui concerne les d\u00e9tails du public, de nombreux facteurs peuvent \u00eatre \u00e0 prendre en compte.<\/strong><\/p>\n

Pour mieux comprendre les chiffres, j'examine g\u00e9n\u00e9ralement au moins 3 mois de donn\u00e9es pour obtenir des indicateurs plus pertinents, et j'examine ces indicateurs cl\u00e9s\u00a0:<\/strong><\/p>\n

    \n
  1. \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span>Donn\u00e9es d\u00e9mographiques (\u00e2ge et sexe).<\/span><\/li>\n
  2. \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span>Int\u00e9r\u00eats (cat\u00e9gories d'affinit\u00e9 et segments de march\u00e9), qui m'aident \u00e0 comprendre les int\u00e9r\u00eats g\u00e9n\u00e9raux et connexes de mes visiteurs, me permettant de cr\u00e9er un meilleur contenu et de les cibler dans mes campagnes sociales ou de recherche.<\/span><\/li>\n
  3. \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span>G\u00e9ographie (langue et localisation). Soyez attentif \u00e0 la langue. Au fil du temps, vous pourriez constater une croissance du trafic associ\u00e9 \u00e0 une autre langue, ou un potentiel d'expansion pour votre march\u00e9.<\/span><\/li>\n<\/ol>\n

    Conna\u00eetre ces indicateurs vous aidera \u00e0 cr\u00e9er le bon contenu, pour la bonne tranche d\u2019\u00e2ge, au bon endroit, au bon moment. <\/span><\/p>\n

    \"Demographics<\/a><\/p>\n

    \n

     <\/p>\n

    4. Canaux<\/h2>\n

    L'\u00ab\u00a0Acquisition\u00a0\u00bb d\u00e9signe la mani\u00e8re dont vous avez acquis des visiteurs. C'est l\u00e0 que vous trouverez les principales sources de trafic vers votre site. Par exemple, vous pouvez acqu\u00e9rir des visiteurs via Google, des r\u00e9f\u00e9rences d'autres sites, des mentions d'articles, des newsletters, etc.<\/span><\/p>\n

    Savoir comment vous avez obtenu vos visiteurs actuels vous aidera \u00e0 comprendre comment votre contenu est partag\u00e9, recherch\u00e9 et consult\u00e9, et quel contenu est le plus efficace pour attirer les gens.<\/span><\/p>\n

    Conna\u00eetre cela vous permet de cr\u00e9er du contenu adapt\u00e9 aux diff\u00e9rents visiteurs de vos diff\u00e9rents canaux et de cr\u00e9er encore plus de contenu du type le plus efficace pour attirer de nouveaux visiteurs sur votre site.<\/span><\/p>\n

    \"\"<\/a><\/p>\n

     <\/p>\n

    \n

     <\/p>\n

    5. Search Console<\/h2>\n

    Dans Google Analytics, sous \u00ab\u00a0Acquisition\u00a0\u00bb, se trouve une section importante appel\u00e9e \u00ab\u00a0Search Console\u00a0\u00bb. Cette section est fonctionnelle lorsque vous associez Google Analytics \u00e0 la Search Console.<\/span><\/p>\n

    La Search Console refl\u00e8te le trafic issu de la recherche organique, ce qui vous permet de voir quels mots-cl\u00e9s ou requ\u00eates Google dirigent les internautes vers votre site. Vous pourrez \u00e9galement consulter votre classement pour ces mots-cl\u00e9s et le nombre d'impressions que vous obtenez pour eux.<\/span><\/p>\n

    Ces donn\u00e9es vous permettront d\u2019\u00e9valuer ce qui fonctionne en termes de recherche, de vous aider \u00e0 capitaliser davantage sur ces sujets et de vous permettre de travailler sur un contenu meilleur et plus pertinent pour votre site.<\/span><\/p>\n

    \"Google<\/a><\/p>\n

    \n

    Emporter<\/b><\/h2>\n

    L'analyse peut jouer un r\u00f4le essentiel dans la cr\u00e9ation de contenu de qualit\u00e9. Exploiter l'analyse AVANT de cr\u00e9er ou de modifier du contenu permet de s'inscrire dans un cycle puissant\u00a0: cr\u00e9ation de contenu, analyse de son efficacit\u00e9 sur vos sites web, r\u00e9alignement de votre strat\u00e9gie de contenu en fonction des donn\u00e9es collect\u00e9es, puis retour \u00e0 la cr\u00e9ation. La grande diff\u00e9rence\u00a0? Votre contenu s'am\u00e9liore, devient plus pertinent et plus engageant \u00e0 chaque fois.<\/span><\/p>\n

    Si vous utilisez l'analytique (et vous devriez le faire), assurez-vous d'en exploiter tout le potentiel et d'en tirer le meilleur parti. V\u00e9rifiez syst\u00e9matiquement vos donn\u00e9es et vos analyses. Soyez \u00e0 l'\u00e9coute de leurs retours. Int\u00e9grez-les \u00e0 votre strat\u00e9gie marketing globale et vous constaterez que votre contenu est plus performant que jamais.<\/span><\/p>\n

     <\/p>","protected":false},"excerpt":{"rendered":"

    Are You Missing the Boat on Data-Driven Content Marketing? Do you want high performing content? Don\u2019t we all! In working with a variety of companies, from small startups to Fortune 500s, I\u2019ve learned that analytics is a tool not capitalized on enough, especially when it comes to content marketing. Even big companies, with huge marketing […]<\/p>\n","protected":false},"author":2,"featured_media":3177,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35],"tags":[36,37],"class_list":["post-3176","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-analytics","tag-google-analytics"],"yoast_head":"\nHow to use Google Analytics to Create Better Content Marketing<\/title>\n<meta name=\"description\" content=\"Are You Missing the Boat on Data-Driven Content Marketing? Do you want high performing content? Don\u2019t we all! 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