George R.R. Martin is all up in my analytics.

Books & Whatnot is written with a very targeted audience in mind: booksellers.

So I was completely surprised to learn from our analytics that–other than the home page–the most visited page on our site is George R.R. Martin’s First Tweet?

We wrote about George R.R. Martin’s supposed first tweet on April 14th. Since that time, after every new episode of Game of Thrones, our numbers spike.

This is a lesson in content marketing, where “valuable” information is provided without a hard sell. There might be a subtle call-to-action located elsewhere on the page, like an ad for the Game of Thrones box set or for a similar book, but this is information sought by the user.

Take 5 minutes today and look at your website analytics. What kind of information do your visitors seek? Book reviews? Event information? Book club selections?

Once you identify the information your customers want, then it’s time to decide: What do you want from them? For an event page, an appropriate call-to-action might be an RSVP. Or you could have an ad or graphic that reads, “Can’t make it to the event? We can have a book signed for you. See how easy it is to get a personalized copy.”

Analytics can help you understand your customers, identify your strengths, and improve your weaknesses. And if you can figure out a way to include George R.R. Martin’s name on the page…

Beth Golay

Beth is a reader, writer, marketer and Books & Whatnot founder. Even though she knows better, she’s a sucker for a good book cover and will positively swoon if a book is set in appropriate type.

@BethGolay