Tracking metrics like unique visitors, bounce rate, and conversion are critical to content marketing success. But choosing the right key performance indicators to measure can be a challenge. Slow down and focus on these five to start.
Performance improvement expert H. James Harrington once said, “Measurement is the first step that leads to control and, eventually, to improvement.” For anyone trying to take their content marketing efforts to the next level, his words certainly ring true.
With so many pieces of content for so many different buyers at every stage of the funnel, a complete content marketing strategy can also quickly become a confusing one. Learn how content mapping brings order to the chaos and can help you deliver the right content to the right prospect at the right time.
It’s no secret that the content marketing approach that works best is one that includes a personal touch. One recent study conducted by Marketing Sherpa saw a company increase B2B leads by 124% after incorporating buyer personas into their content marketing strategy.
You’re likely seeing an increase in requests for content marketing materials, so it’s more important than ever to create a process for prioritizing content creation.
With content marketing continuing to rapidly grow in popularity, your team is probably seeing an avalanche of requests for new content — often with turnaround times that are borderline unmanageable. So how do you decide between the fire drills and the actual fires?
In this post at the Content Marketing Institute, Gina Balarin, Content Manager at Concur, explains two incredibly useful tools for prioritizing content creation.
All that content your company produces is only as effective as the platform it’s delivered on. Learn how to choose the right content management system that balances your company’s needs with essential elements like promotion, price, and practicality.
Like CRM software for sales and marketing organizations, a content management system (CMS) is the heart of a functioning content factory. It takes much of the coding legwork out of publishing and distributing the content you create and allows you to manage the myriad content related activities in a single, flexible interface.
Of course, there isn’t just one universally lauded CMS for your company to choose from.
Sure, content marketing is great in theory, but how do you develop a program that actually works in the real world?
In this week’s Labcast, OpenView Managing Editor Jonathan Crowe takes listeners inside OpenView’s content factory to explain what it really takes to get a content marketing strategy up and running smoothly.
Explainer videos can be hugely valuable content resources for tech companies with complex products. But they can also be brand killers if they’re not produced the right way.
In the content marketing world, there are numerous mediums and tactics marketers can use to communicate and engage with customers and prospects. But Andrew Follett isn’t shy about which content format he prefers.
Take a lesson from overnight successes Mailbox and Summly and release a startup marketing video.
You probably have plenty of items on your company’s checklist to becoming purchased. A killer product, a crack staff and an influx of clients. But it’s time to add one more thing to the list: a startup marketing video. Infant startups like Mailbox and Summly recently rode their videos to buyouts of $100 and $30 million respectively, and well before either was profitable. In a post at Business Insider Megan Rose Dickey explains how they did it and why you need to follow suit.
If you really expect your content to connect with your customers in any meaningful way you need to make sure it’s laser targeted to address their needs. And how do you do that? By developing accurate buyer personas.
A personal touch goes a long way when trying to make a connection with someone. Generic pick-up lines aren’t going to get you too many dates, and generic content won’t bring in many leads. To make an impression and start off on the right foot, whether at the bar or on your blog, you need to make sure the person you’re reaching out to understands that you’re right for them.