Finding the “needle in the haystack” within the Business Victoria Website by analyzing 2 years of Google Analytics user data.
After I exclude one-off content, such as grants, yearly public & school holiday dates and COVID-19 information, we can see (highlighted in yellow) the annual themes and topics. This list became the start of a 12-month content plan for all digital channels (website, e-newsletter, and social media).
For example: “Register a business name”, “Employment types and hiring options” and
“Write a business plan”, topics occurred in the third quarter of the year, but not as strongly at other times.
It meant that Business Victoria always had something to talk about and we could then create events, workshops, longer articles and e-newsletter stories to happen at the same time to align with these “quarterly themes & topics”.
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