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Google’s New Tools Help Creators Leverage Data-Driven Content

At RebelMouse, we've always embraced the power of "big data," but we also believe the insights it offers should be broken down and made "little" again. This means that data once considered to be high-level analytics for only developers should be repackaged for content creators so they can help to move the needle on revenue and strategy.

This is important in today's digital climate because writers and social curators are in charge of every media company's greatest asset: content. They should be able to unlock the insights that are pivotal to adjusting content and social strategies to deliver repeat engagement and, in turn, conversions.


We're glad the industry has moved to prioritized data-backed content. Recently, Google announced a new insights tool for content creators called Realtime Content Insights (RCI) to help newsrooms and writers shape their content decisions with data on what is and isn't working.

According to the announcement, RCI will show users which articles are most popular with their audiences at present, as well as what topics are trending in other regions. The data is viewable in a full-screen display mode, and the platform is free for all publishers using Google Analytics.

A screenshot of RCI's "Newsroom View," showing top-performing articles, from Google.

Google Trends

The launch of RCI will pair nicely with Google Trends, a real-time search engine that shows the popularity of topics across the world.

Google Trends is a great way to determine what path your content should take, and how to optimize it for the right audience. Here's a look at how it works, comparing the search queries "yoga for mental health" and "yoga for weight loss."

For example, maybe you have a story about yoga that's trending high on your RCI dashboard. To keep the momentum going, you could explore other popular topics about yoga using Google Trends. In the example above, it's clear that "yoga for weight loss" is more popular. So a successful next step for the content team would be to create a dynamic piece of media about practicing yoga for weight loss.

Using data in this kind of thoughtful way will not only result in better-performing content, but you'll be able to track wins more easily by crafting a strategy that is proactive rather than reactive. Instead of publishing and hoping that a piece of content will do well, you can anticipate what's high-performing long before an article is live.

Even More Tools for Data-Driven Content Strategy

In addition to RCI, Google released other tools that will help journalists and content creators make the most of their efforts:

Propensity to Subscribe: This is a signal in Google Ad Manager that leverages machine learning to suggest which readers are likely to convert to subscribers.

GNI Data Lab: This is a pilot program with Google and several news organizations to test new ad strategies, and learn more about how data can help target the right audiences and optimize marketing for relevancy and context. Once completed, they will share best practices with the public.

Data Maturity Benchmark: This is a tool that allows you to compare your data to other news publishers to see how your data capabilities match up with competitors and similar publishers in the digital space.

Optimize Your Content With Powerful Insights

Sites powered by RebelMouse never publish a piece of content without first being supported by the insights that matter. We use another Google product called Data Studio that allows us to pull in many data sources and then filter them so our clients can get immediate insights that are actionable. This data can then be shared with the rest of their teams and understood at a glance, regardless of their experience with web analytics.

Example of a Google Data Studio dashboard for a RebelMouse client.

We also provide in-depth analysis that isn't available natively in Google Analytics, such as moving average reports for page views and users over time. Seeing how your short, medium, and long-term trends are shaping up at a glance is critical to answering the question: "How are we doing?"

Don't ever publish blindly. Let's start working together to ensure your content is backed with data that moves the needle on organic growth, engagement, and conversions. Request a proposal today to get started.

Why RebelMouse Is the Best Content Marketing Platform

RebelMouse is a unique platform and company. The company was founded on the vision that media companies would need an always-modern solution to thrive in the new connected internet, and that brands would have to behave like new media companies and use the same platforms.

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Why Premium Creative Agencies and CTOs Choose to Develop on RebelMouse vs. WordPress and Drupal

The Intersection of Design and Development: Where Your Clients Thrive

We started RebelMouse seven years ago knowing that there was a fundamental design flaw in the world of traditional CMSs: Every instance, on every platform, had to be updated independently. It's similar to an era when users had to manage their own Microsoft Exchange Server for email. The costs of managing, maintaining, and iterating on a CMS to keep it awesome and world class is typically a $10 million-a-year endeavor. But even then, these cost-prohibitive CMSs are still behind the times.

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Native Multivariate Testing at Scale With RebelMouse

What Differentiates Our Approach

There are many popular tools that allow you to perform experiments and A/B tests on your users — primarily Google Chrome Experiments and Optimizely. But all of these solutions are JavaScript additions to your web page that sidestep the problem of old, outdated, and clumsy CMSs. These solutions work by calling on a third-party JavaScript library that rewrites a page after it's rendered. This approach adds extra page weight and creates strange user experiences due to having to wait for everything to load and be rewritten on the fly.

At RebelMouse, we've solved this in a very elegant way. At the core level of our platform, we can natively render different layouts and track the exact differences in performance when comparing a test to your other layouts.

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Modern E-Commerce: Blur the Line Between Content and Design

Create Modular + Reusable Design Patterns on RebelMouse

Content saturation is an industry-wide problem, and the e-commerce space is no exception given that it's filled with big brands, small Etsy stores, and everyone in between all fighting for similar audiences. The best way to fight this symptom is to understand your audience and provide them with what they want.

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Instagram-style E-commerce Features on RebelMouse

Revolutionizing E-commerce on RebelMouse

Whether you're a brand with a blog or a media company with a site, driving purchasing behavior and building an audience that uses your content to find things they love to buy is vital. We're very proud to have built out the same functionality that everyone is now used to on Instagram, with layovers on images that lead to products with attribution.

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Building Premium Communities and User Journeys on RebelMouse

RebelMouse is much more than just a replacement for a traditional CMS. Our platform is a tremendous community-building experience. Today's social ecosystem has given us a seemingly limitless number of premium creators who understand how to create gorgeous and relevant content that drives the growth of their own audiences. These creators and influencers are either experts in certain topics, or heavily engaged in targeted content that drives their interests. They're not only consuming the content they're passionate about, but they're contributing to the conversation, too. The new role of the editor is not just to cover the most important topics and people around their expertise, but also to invite those preferred influencers into their community and get them to participate in creating premium content.

Read our deck here...

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Dynamic Voting: Grow Traffic and Engagement Organically

Help your audience find its voice.

Creating quality content is no longer on marketers alone. We live in a universe of creators who are willing to not only consume content that resonates, but play a role in the creation, promotion, and conversations surrounding it.

Since the start of RebelMouse, we've been on a journey to create dynamic media that is easier for content creators to curate and amplify on social. It's why we've built an online engagement platform centered around the power of communities that thrive naturally in the digital ecosystem.

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How to Monetize Your Website in Today’s Publishing Environment

In order to define distributive publishing, we have to ask the following question: If you have quality content, but nobody sees it, does it even exist? The answer is no, because your content needs to be supported in a way that lets it move seamlessly across all channels, especially site, search, and social. But let's take this question a step further: If you can't monetize your content to generate the support it needs, how do you create quality content in the first place?

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No More Website Updates: Publish Like It’s the 2020s

These are the next-gen updates you need to stay ahead of the competition

Content creation is still the most powerful engine that propels every publisher forward. But in 2020 and beyond, quality content won't sustain a site on its own. The modern content lifecycle hinges on a number of things working together in unison — including page speed, intelligent SEO, and effective distribution, just to name a few.

However, there's one thing that can throw a wrench in the entire system, and that's platform updates. Whether you're publishing on a common CMS solution like WordPress, using a custom in-house CMS, have access to a dedicated team of developers, or any option in between, platform updates can be both costly and frustrating.

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RebelMouse CEO: Reimagining Diversity “Starts in the Office”

Why women, minorities, and the LGBTQ+ community will restructure workplace norms

Entering a new decade means a new opportunity to change how we approach diversity. In a joint interview alongside Leanne Pittsford of Lesbians Who Tech, RebelMouse founder and CEO Andrea Breanna said that the only way to fight patriarchal dominance is to encourage and nurture more women, minorities, and members of the LGBTQ+ community in the workplace, particularly in tech.

Over half of RebelMouse's employees are women or identify as LGBTQ. Read our full diversity and inclusion report here.

Check out the full video below.

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