Jun 27, 2022
Now that you've spent time and effort matching content to the buyer's journey, identifying the right keywords, and building audiences, it's time to measure success. Hopefully you already have good conversion tracking, but if you don't, get it now. Be sure to include Banner Design micro-conversions – actions such as video views or action button clicks that cannot be counted as leads, but indicate that users are engaging with your content. Micro-conversions are especially important for upper funnel content that doesn't generate form fills. Resist the temptation to recover % of your assets. People in the early stages of research won't want to fill out a form just to watch a video presentation, but you still want to know how many people watched it. Banner Design Once you've set up micro conversions, take it a step further. Advertising Continue reading below It is important to know the performance of individual content. It's simple: just create a separate landing page for Banner Design each element and track performance per page. But you'll also want to measure performance at every stage of the buyer's journey. For example, how well does your outreach content perform compared to action content? One way to do this is to create a content Banner Design identification system. Give each piece of content an ID that parses: The title of the item. The stage of the buyer's journey. The type of content. This way you can easily group data at multiple levels. Do not skip this step. It is essential to develop a plan to track the performance of your content on different channels. While Banner Design there are assets that will perform well in specific channels and poorly in others, some will rise to the top as overall performers. Advertising Continue reading below Focus on promoting this content and try to replicate it. Also think about the types of assets your audience Banner Design responds to. Do they prefer videos? Do they enjoy downloading white papers to read and share? Thinking about this from the start will allow you to set up a monitoring system in which you can extract the data and information you need to make decisions. You may also find that some content has been misranked Banner Design in the buyer's journey. Maybe you assigned a top-of-funnel whitepaper, but that generates a lot of manual leverage and might work better with mid-funnel keywords or as a retargeting item. The key is to ensure that you are able to collect data at its most granular level.