Q: How can B2B marketers most effectively gauge content performance on their site?
A: Content, like everything else in digital, should be judged against its ability to either increase traffic or improve the conversion rate. That’s mostly what performance is all about. Let’s break those down.
Does the content increase traffic?
- Is it keyword focused? Does it rank? If so, it will attract visitors from search
- Is it shareable? The headline and images may help it attract visitors from social media
- Will it work as a newsletter? Give it a good subject line and call to action and it may attract visitors from email
Does the content increase the conversion rate?
- Does it help visitors solve their own problems? If so, they may be compelled to subscribe
- Does it build credibility? If so, that trust may help generate leads
- Does it position your brand as expert? If so, people may remember and refer you to others
There are a few other ways that you can judge your content, but they don’t show up in your analytics. For example, is the content something that you can use in sales meetings, either to walk through in person or to leave behind?
Another way that content can perform: it gives you networking benefits. Blogging gives you a reason to reach out to influencers. If you keep in touch with them, they may be able to give you big benefits down the road!
Join the conversation on LinkedIn or @MarketingB2B on Twitter with #DearB2B. Or email [email protected] to get help with your toughest B2B marketing challenges.
