During this month of focusing on analytics, we have looked at analytics for your website and social media, highlighting which analytics are a must, and which are just a nice-to-know. So next up is blog analytics.
So, maybe you’re a blogger and think these don’t apply to you. After all, you’re not running a company website and therefore don’t need to get all technical. Right?
Wrong! If you produce content and want someone to read it, then checking your analytics is just as crucial.
Today we talk to someone who will get you thinking twice about neglecting your data. Khalipha Ntloko wows us with her knowledge of all things analytics. As a fashion, beauty and photography blogger, we ask her view on why blog analytics are important if you want to keeping readers coming back.
Khalipha, tell us a bit about yourself
I’m Khalipha Ntloko, and I work in marketing full time. I’m also a blogger, content creator and photographer specializing in flat lays, but I do portraits every now and then. I’ve been based in Cape Town for about 6 years now and have degrees in Sociology (undergrad) and Industrial Sociology (postgrad).
When, how and why did you start your blog?
I started my very first blog in my second year of university in 2016. At the time I wanted it to be some kind of visual diary to document my experiences of discovering myself in Cape Town. I also wanted my blog to be this “big sister” to other young women looking for tips and advice within these niches – a place where one could get tips on what skincare products to try, a snippet into the events I’d get to attend and little messages of inspiration as I made my way through life in Cape Town.
Back then, WordPress really was the top choice for how I was going to start my blog. I watched YouTube videos on how to get started and within the week I had set up my free blog and was ready to get writing!
What got you into content production?
My dad had given me his camera to use while I was in varsity, and this sparked my love for photography. I’d watch hours and hours of YouTube videos to learn camera basics and how to take decent photos. I was also starting to work with brands on different campaigns, which provided me with the opportunity to start creating content as an “influencer.” This was a great stepping stone that’s lead to some great brand work I’ve done over the years. But with my initial love for photography, I made sure to keep creating content for myself too.
That’s where flat lay photography came into the picture. I wanted to get a better sense of what this photography form was and how I could get better at producing better flat lay photos. It really was passion that got me into content production; that, and a willingness and eagerness to learn more and do what I can to get better at it.
What type of content do you prefer? Text, video or audio?
Oh, this is a tough one! Do I have to pick just one? 😅
First and foremost, visual content appeals to me the most because it’s how I learn best and it’s how I immerse myself in my creative process – by seeing things. So definitely photos are number one. Videos come in next because, again, visuals. Text I enjoy for longer forms of content pieces (think Twitter threads and blog posts), while audio also falls part of my creative process (I always edit my content with some music going on. It stimulates me).
How do you drive traffic to your website?
Social media is a great channel for driving website traffic. I’ll always use my Facebook, Instagram or Twitter profiles to create awareness around a new blog post and include relevant links for traffic.
I’ve also started looking into email newsletters as another way to drive website traffic, as well as engaging other bloggers in doing backlink exchanges.
How important are blog analytics in your overall marketing strategy?
Very important! Using the analytical data from my website isn’t just good for me to see where my audience is and what channels are driving the most traffic – it’s also very helpful when it comes to the content I create. There are some obvious blog posts that do well on my website for a reason; people have an interest in that particular topic, so that informs the kind of content I should continue creating.
Because at the end of the day, I want my blog to be a source of value and knowledge, and I don’t want to create content that no one wants. I use my analytical data to help guide me with this.
How have you changed a strategy or campaign by studying campaign analytics?
I remember doing a campaign with Pond’s South Africa for their Pimple Clear Range. I did a blog post about it to share my experience with the product as part of my deliverables. After a couple of months, I started noticing the high volume of traffic this blog post was generating globally, particularly from an SEO perspective. This was all organic, that people were already searching for this Pond’s product (or even products to clear pimples), and my blog post was ranking high for it organically.
I analyzed the data surrounding that post to find the keywords that people were using to get to my post, and changed my content strategy for the beauty content on my website. I focused on using the keywords that people were using, capitalizing on the interest that people had for Pond’s products to then write two more beauty posts on Pond’s, which still to this day, generate a good amount of traffic for me.
Which blog analytics do you keep your eye on with regards to your website?
I generally keep an eye on the search terms that people have used to find me (this helps with my content and SEO strategy), as well as page views to see what content my audience seems to like most.
And just for my own personal enjoyment, I keep an eye on the demographics of my audience (especially which countries my audience is from; it’s really great to see the global reach and impact my website has).
With regards to social media, which platform do you feel offers its users the most comprehensive insights?
Oh, this is an interesting one because each platform is different and provides insights in their own unique way.
I will say that I have enjoyed both the Twitter and Instagram insights the most. Not just because these are the two platforms I pay the most attention to for my own insights, but because they are really good at making you understand the performance of your content and its impact (especially handy for campaigns). For being able to use their dashboard and insights for free, Twitter and Instagram do well for tracking your content and understanding the ROI of it.
Do you use Google Analytics or did you opt for one of the paid options?
Yes, I use Google Analytics (any time I can use a free analytical tool, sign me up!) but it is in combination with WordPress’ analytics.
Google Analytics is helpful for when I need to see my audience’s behaviour (what content makes them stay, which pages or posts are performing well) and I use WordPress analytics more for seeing which search terms are being used to bring people to my website and what links in my posts are they clicking on.
What advice would you give someone who hasn’t discovered the benefits of data-driven strategies?
We say that content is king, but data and analytics are part of the royal court. If you haven’t discovered using data to help you, consider the goal you have – whether it’s more website traffic, building brand awareness, engaging better with your audience. Whatever the goal is, data-driven insights can be such a powerful method of getting you to achieve your goal.
The importance of having blog analytics has been made all the more crucial in light of the current global pandemic. Last year, we had to shift and adjust rapidly; we needed to be reactive. But this year, it’s about how proactive you are despite the uncertainty, and data-driven strategies will be the calm in the storm that you need in order to see success.
It’s A Wrapp!
Analytics are not just for “those” people. Whether you’re posting on social media or in charge of a company’s website, knowing exactly what your audience is thinking can never be a waste of time.
I hope Khalipha has given you a lot to think about. Leave us a comment below to let us know what you think about her tips and insights
Remember, we are still running our promo for the month. We are giving our readers a 50% discount on getting you started with your website analytics. Visit our home page to get more information.
Don’t forget to share this article!
