Louis Columbus, Author at Gigaom Your industry partner in emerging technology research Wed, 14 Oct 2020 00:36:09 +0000 en-US hourly 1 https://wordpress.org/?v=6.5.3 https://gigaom.com/wp-content/uploads/sites/1/2024/05/d5fd323f-cropped-ff3d2831-gigaom-square-32x32.png Louis Columbus, Author at Gigaom 32 32 10 strategies for improving content marketing with analytics https://gigaom.com/report/10-strategies-for-improving-content-marketing-with-analytics/ Thu, 05 Sep 2013 15:53:37 +0000 http://pro.gigaom.com/?post_type=go-report&p=188649/ For successful content marketers, conversion rates improve when content becomes contextual, tells a compelling story, and includes measurable results.

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]]> 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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