10 strategies for improving content marketing with analytics

Table of Contents

  1. Summary
  2. Great content marketers use analytics to build support and crush silos
  3. Conclusion
  4. About Louis Columbus

1. Summary

Making content marketing strategies contribute to revenue involves more than delivering a continual stream of blog posts, e-books, website content, white papers, and video content. The best content marketers make a point of working with sales teams to gain a thorough understanding of the buying process and how each buying role contributes to a sale. Also, there are specific tips and rules to keep in mind when pursuing a strategy that involves collaboration between different groups in an organization.

Key findings from this report include:

  • Combining story-based content in a problem/solution context increased conversion rates by 46 percent for a B2B marketer of enterprise software.
  • Including customer videos and testimonials within story-based content increased conversion rates by 53 percent for a B2B marketer.
  • Tracking each content-based tactic or strategy by program cost, pipeline generated, and expected or forecasted revenue and calculating the ratio of revenue to investment shows which content-based strategies are paying off and which aren’t.
  • The bottom line is that conversion rates improve when content becomes contextual, tells a compelling story, and includes measurable results with which prospects quickly identify.

Source: flickr user nathanmac87

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