What piece of content or type of content has your B2B business created that has resulted in the most conversions to leads and closed/won sales?
This is the million dollar question. Or at least the question that you, your boss, and your boss’s boss would like answered.
How to determine what is your highest converting content
On the Rethink Marketing podcast, we interviewed Andy Crestodina from Orbit Media, who answers just that specific question among others.
You can read Andy’s Orbit post outlining how to use Google Analytics to identify your best converting content. You can also listen to the podcast above or read the transcript on the Rethink Marketing episode landing page.
The key catch to all of this, of course there is a catch, is that you will have needed to set up goals in Google Analytics to be able to see what landing page has the highest goal conversions. A goal could be signing up for your newsletter. It could be downloading a piece of gated content. It could be requesting a sales demo.
If you’re using a marketing as a service, like Act-On, you will also be able to track the referring page to your highest converting content. You can set up Engagement Insights or Data Studio to deliver you these reports on a regular cadence.
What to do with your best converting content
Once you have identified your best converting content, whether through Google Analytics or Act-On, you should develop some strategies for making “unicorn babies,” as Larry Kim calls leveraging your best content.
This could be shifting PPC budget to more ads promoting this content. If the best converting content is an eBook, how about converting that into a webinar or on-demand webinar? And vice versa? Think about ways you can convert that high converting content into other content.
Similarly, is there an opportunity to create new content on that same topic? One of our better performing on-demand videos is on creating buyer personas. Perhaps I could create a shorter version of the video, or create a 2019 updated version. You get the idea.
Optimizing for Conversions on your Best Performing Content
Besides identifying what is your best converting content, you’ll want to look for ways to improve the conversion rates for your best performing content. This could be a web page or blog post that drives a crazy amount of traffic, but doesn’t quite drive a corresponding crazy amount of conversions.
Go to those pages and posts and see if there is anything you can update. Maybe the calls to action on those pages were not related to the content on page or post. Maybe your CTA was buried way down at the bottom of the page. Consider adding in-line CTAs for related content. One of my favorite ways to optimize a post is by embedding relevant on-demand videos to the post.