In the world of content marketing, a lot of goals and KPIs are focused on acquiring more visitors, encouraging audiences to spend more time on the website, gaining more blog subscriptions, and earning more likes on social media.
If you’re focused on always getting more, you have to ask yourself if more is always better. Is your goal to have a large following or to improve sales and retain customers? While it’s nice to show that your efforts are driving more traffic to the website, if the traffic you’re driving will never buy your product or service, you might as well do nothing at all. On the other hand, if your goals are to increase conversions and reduce churn, make sure your efforts are attracting the right audience and improving their experiences to encourage sustained engagement.
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efforts to get more qualified leads and change the focus of your measurement from the popularity and performance of individual pieces of content to the buy telemarketing data impact your content marketing efforts have on higher revenue and lower churn rates. Shift your goals from attracting more people to attracting people who spend more money or stay with the brand for a longer period of time.
Content marketing goals to impact the bottom line
There’s already plenty of content on the Internet. At this point, there’s no reason to create content for the sake of having more content or growing your audience share, unless the audience you’re growing is also converting. Driving more traffic to your site and increasing pageviews doesn’t really mean anything unless you’re also increasing conversions.
“It’s pretty obvious to most people that driving a lot of traffic that’s the wrong traffic isn’t going to drive a lot of conversions, Ironically, that realization hasn’t really slowed down requests for content that does just that,” notes Erin Robbins O’Brien, President of
Sometimes requests for more
content are a knee-jerk reaction to the amount of content being produced by competitors. While monitoring your competitors is good, instead of measuring your competitiveness by the size of your content inventory, track their successes versus your own by how well they’re ranking on the search engines and how well content is performing. If you’re watching your competitors and notice they’re consistently ranking higher in search results and you decide it’s because they blog daily and you only blog weekly, you may be missing the point.
Instead of trying to compete with your competitors by increasing the amount of content you create, compete with them by creating quality content that better addresses audience needs. Blogging more won’t necessarily improve your search engine rankings; it just increases the number of blogs that exist on your site. Instead of competing for quantity, compete with your competitors for quality by producing content designed to engage your target audiences.
Just because someone
is creating more content than you, doesn’t mean they’re selling more products or services than you. If your competitors are engaging more people, find out if they’re the right people for your product. If they are, create content that competes for those audiences by topic or type of content. Simply continuing to create more of the same content that wasn’t engaging in the first place won’t improve your rankings or your conversions.
According the Erin, “It’s like there’s a disconnect between knowing that you need people to convert and not recognizing how the content you’re creating has an impact on that outcome.”
Driving more people to your
website isn’t necessarily to cure to a low percentage of conversions among your current traffic. Instead of setting a goal of creating more content to drive more traffic and maintain a low percentage of conversions, set a goal to improve your content and increase the percentage of conversions among the people who you’re already attracting to your website.
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You can choose to use your resources to create new content for people who might accidentally convert now and then or you can decide to spend your how to create an effective promotional time and money making your existing site more relevant. Focus on delivering content assets the market actually needs and wants and make the customer journey through your content to conversion as easy as possible.
If the goal of your content
marketing efforts is solely to drive new traffic to the site in hopes that some of them might convert, eventually you’ll run out of new people to drive to the site. Instead, amp up the conversion rate and understand how your content performs across the usa b2b list mediums, methods, and messages you’re using to improve its performance amongst the right audience – the ones that come to your site in search of your solution.
Set content goals that emphasize quality over quantity
Getting the desired results from content begins with setting the right goals. Make sure your goals are emphasizing quality over quantit
