Measuring the Impact of Content on Customers

How do I measure the impact of content on customers?

Your content is an instrumental part of the online relationship you build with prospects. You want to demonstrate to them that you are the competent professional who can answer their questions and provide the products and services they need.

Well-designed content should educate, entice, and challenge the prospect, guiding them further down the path towards conversion. You can measure the impact of your content quantitatively as well as qualitatively. You can measure the impact by the number of conversions and the amount of time it takes for prospects to move through different phases of the buyer’s journey. You can also assess the effectiveness of the content through the conversations you have with prospects, including the perception of your brand and solutions.

Ideally, how should content work with the sales funnel?

When content has been structured correctly, it will seamlessly lead prospects through the sales funnel. The content will establish trust and competence and then guide prospects to further explore the website. Ideally, the content will effectively drive interest, leading the prospect to engage with your company by requesting a white paper, downloading a case study, or subscribing to the email list. You will then be able to use this information to contact the prospect, learn more about their needs, and provide them with content designed for those getting closer to the decision and purchase stage of the process.

What if my content is not working?

If your content is not working, then you likely have a breakdown in one of the following areas:

• The audience you're targeting

• Your optimization and promotion

• The content itself

If you do not understand the audience you are targeting, then you will be producing content that fails to engage your prospects. This can result in high bounce rates and few people moving from one stage of the sales funnel to the next. Similarly, if your content is not optimized for the right words or is not properly promoted, you will also fail to reach the audience that you are seeking. This can result in low traffic rates.

You should also consider the quality of the content itself. Make sure that your material is engaging and has a catchy title that encourages people to open it. Your text should be easy to scan, including features such as bullet points and lists to further engagement. The reader should immediately understand the value of more fully reading the material from the moment they scan your opening paragraph.