Leave a comment
Get the GH Bookmarklet

Ask GH

With B2B marketers investing heavily in their content marketing efforts (26 percent of the total marketing budget), the need to protect that investment by optimizing the experience is more important than ever. What steps have you taken this year to improve your content experiences on your website, on your blog, on social media, email marketing, etc.?

  • SV

    Steven van Vessum

    over 1 year ago #

    The obvious one: I'm constantly updating my articles to make sure they're up-to-date.

    But I'm also:
    - creating "content upgrades" such as cheatsheets and whitepapers.
    - adding quotes from experts on a certain topic
    - adding visualizations for complex topics
    - adding FAQs to the articles when I think of good ones, or when I read/hear about them. Anything that carries value I add.

    • PG

      Paige Gerber

      over 1 year ago #

      Hi Steven - thanks for sharing! I can see how all of these activities improve your overall content experience for your audience. Especially like how you're adding visualizations for complex topics - I always find those helpful.

    • TC

      Tad Chef

      over 1 year ago #

      Awesome Steven, updating is not enough, improving and extending is the way to go.

  • CH

    Chris Hornak

    over 1 year ago #

    In Google analytics I've setup Goals giving nearly all the content on my site a value based on what I'd be willing to pay for that page view. For example, a blog post view might be worth $0.10, a service page worth $10, the contact page $20, the thank you page after a form completion $200.

    Once this is setup you can now start looking at what pages, referrals, emails, etc are giving you the most and least value and make adjustments to your content based on the results.

    When I see a blog post is getting a lot of views but not bringing me much value I start looking at that page and thinking of how I can move those visitors farther down my conversion funnel.

  • TC

    Tad Chef

    over 1 year ago #

    Good question. I update a lot of legacy content - some of it a decade old. I make posts that are still relevant evergreen by replacing time-bound examples with timeless ones.

    I also do a lot about readability - adding subheadings, white space, line breaks, lists, quotations. I add new teaser images. For blind users I add descriptive and alternatives text to images. I simplify sentences and clarify important points.

    Now that most people are on mobile it's important not to write long and complex sentences with lots of commas. Keep it short and simple.

    It's the same as with readability. Your paragraphs should not be longer than two lines on desktop otherwise the whole screen is taken up a by a large chunk of text on mobile.

    • PG

      Paige Gerber

      over 1 year ago #

      Thanks for your answer, Tad - I completely agree! Updating evergreen posts is something our team is working on too.

  • KY

    Kevin Y

    over 1 year ago #

    Finally getting to some content and inbound marketing after working on product improvements/coding! The biggest things so far were analyzing keywords and improving our landing page to target some of them (for us, 'referral program', 'viral software', etc). We've also started to put more emphasis on our blog and focusing on evergreen content that really provides genuine value for our potential users/customers.

    Also have started to outline drip campaign sequences -- as our product is marketing SaaS, and will start implementing those campaigns!

    • PG

      Paige Gerber

      over 1 year ago #

      Love it - creating/updating content that provides genuine value to prospects and customers is key. Thanks for your answer!

  • JC

    Judy Caroll

    over 1 year ago #

    It's a nice question to ask. We know that creating impressive content isn’t all that simple. It can be exhausting at times, with marketers recycling existing content or worse, using sensitive topics that shouldn’t be used at all. But you can use this idea like I always do.
    1) By newsjacking - listening to social media in what the Industry is talking about. Identifying the word-of-day by using trending hashtags.
    2) Listicles - using the most sharable type of content can guarantee the increased ROIs based on the amount of shares generated.
    3) Product Reviews - using this idea, you will know how much you know about the industry.
    4) Sharable Video - adding a little variety by creating video makes you content more attractive.
    5) Humor - of course you can always count on making humorous content.

    I hope these things can help you Paige.

Join over 70,000 growth pros from companies like Uber, Pinterest & Twitter

Get Weekly Top Posts
High five! You’re in.
SHARE
20
20