As the new year begins, it’s the perfect time to assess the value of content that you and your teams have produced over the last year. Doing so can put you well ahead of your competitors early on since many of them – 44 percent, to be exact – don’t even measure its value.
Revisit Your Business Goals
To measure its value, you first need to look at your corporate business goals. The ultimate objective, of course, is to drive ROI for your company. That means that your content needs to convert more of your audience into paying customers, while cutting marketing costs in the process.
Dive into the Content Metrics that Matter
Start with a look at your content analytics over the past year. Numbers that you should keep an eye out for are those that lead people further down the sales funnel, such as:
- Clickthrough rates
- Web traffic, both organic and referral
- Time on page
- Email and social shares
- Newsletter subscription conversions
- Ebook or white paper downloads
- Signups for free trials or consultations
- Sales conversions, upsells, and repeat sales
Pay attention to the percentage of each metric that leads to the next step along the funnel, and the average percentage of each metric that ultimately leads to a sale. These key performance indicators (KPIs) are the ones that you need to look at over the course of the year to ensure you stay on track to hit your goals.
Add up Your Expenses
Content production expenses for an enterprise content team include employee salaries and benefits, payments to freelance and other outsourced content creators, the costs of maintaining your website, email expenses, and of course, your content marketing platform. Then, subtract them from your revenue to calculate your ROI.
Now that you have that number, it’s time to look to the future for ways to increase it over the coming year. Chances are, there are areas you could shore up to boost that figure by the end of the year.
Improve Your Content KPIs
One of the best ways to find areas of improvement is by looking at how your content has performed in boosting your KPIs.
- Clickthrough rates: Look at how your landing pages, email newsletters, meta descriptions, snippets, social media posts, guest blog posts, and press releases have performed in driving clickthroughs. Look for ways to make these digital assets more appealing to your top-of-the-funnel segment. Analyze your customer data to ensure that your content addresses their pain points, interests, and needs.
- Web traffic, both organic and referral: Look for ways to optimize your content for search, concentrating on mobile, since nearly 60 percent of all web searches occur on mobile devices. Whether it’s looking for guest posting opportunities or simply creating value for your audience through more in-depth content, use your content to position your company as the go-to source for information and advice in your industry. With all these factors working in your favor, you should see your content rise in search results for your products and services.
- Pageviews: Encourage social shares to boost the number of new views. To entice your audience to read more of your content while they’re on your website, include links to related content with short, compelling descriptions.
- Time on page: Make your blog posts and other owned digital assets easy to read by including subheadings, visuals, and bullet points. Videos should be easy to understand and fun to watch. The easier you make it for people to read and watch your content, the more likely they will stay on the page until the end.
- Email and social shares: Always include share buttons with a short call-to-action to motivate people to share your articles, posts, and videos.
- Newsletter subscription conversions: On every blog post, include an invitation to subscribe. Provide a short explanation about how becoming a subscriber can benefit them.
- Ebook or white paper downloads: Blog posts and articles in your email newsletter can pique your audience’s interest in a topic. Use that interest to entice them to get a deeper grasp of the topic with an invitation to download a related white paper or ebook.
- Signups for free trials or consultations: Bottom-of-the funnel content should always include a call to action that invites qualified leads to contact you for more information or a free trial. Nothing drives sales better than hearing and experiencing what your products and services can do for your prospects.
- Sales conversions, upsells, and repeat sales: B2C companies can include links to purchase their products and services within the text of their posts. Both B2B and B2C companies should engage in storytelling that shows what their products can do for customers. In fact, B2B organizations can personalize content for key decision-makers, ensuring it addresses their specific concerns. This content strategy, called account-based marketing, is an excellent tactic to drive sales among your top prospects.
Then, as the year goes by, keep a close eye on your key metrics. Tweak your underperformers and amplify the reach of your best-performing content in another form to reach new customer segments.
Collaborate with Other Departments and Within Your Own Team
Content collaboration is one of the best ways to come up with creative, value-enhancing content. Brainstorming among your in-house teams can help provide outside-the-box ideas that can freshen older content and serve as the foundation for conversion-driving new content. Get them excited about boosting your numbers and keep them informed about your progress during the year. In fact, providing some of your top producers with access to your analytics can help motivate them to go above and beyond their call of duty in both the quantity and quality of their work.
Picking your subject matter experts’ brains for technical details can provide a wealth of information that can make your content appeal to decision-makers within your prospects’ executive suite. Additionally, checking in with your sales and customer support team can help you address your prospects’ concerns with content that answers their questions and clears away objections.
Finally, Cut Your Costs
Get more out of your content investment: Look for ways to increase the mileage you get out of every piece of content. That might include repurposing each piece of content several times, updating, and republishing your evergreen content (be sure to include a notation in the title that you’ve updated it, along with the year you update it).
Saving time is another easy way to reduce expenses. Although, like most enterprise content teams, you’re probably strapped for time with a full-to-the-brim content calendar, you can streamline the content creation process when you have a single platform to store, schedule, collaborate on, create, publish, automate, measure, and analyze all your content.
With such a system, you’ll never wonder, “Where is that case study about how our flagship product cut our customer’s production costs in half?” You’ll be able to retrieve it, measure how it performed, and repurpose it for a presentation for a new prospect.
DivvyHQ is that kind of platform. With a single place to conduct all your business, you’ll have more time to create more revenue-driving content. If this solution sounds like something that can make your life easier, it’s easy to give it a try for FREE.