From anecdotal evidence, most businesses aren’t measuring conversion rates from content marketing or don't have a great process for doing so. For those of you that do care about measuring conversions, this article is going to outline a more advanced (and more accurate) way of measuring lead generation or conversion rates from content. This method accounts for the fact that most blog readers don’t convert on their first encounter with a post. They may convert later that day, a few days later, or months later, so you’ll need to be able to account for that. We’ll also discuss how we think about multi-touch attribution in general, that is, how do you attribute a conversion if a user touches multiple pages or parts of your business before they convert (and a blog post is only one of those touch points). It turns out Google Analytics has built in reports that can answer these questions. Finally, we’ll look at examples of actual conversion numbers from different types of companies and see how they compare using different attribution models.
From anecdotal evidence, most businesses aren’t measuring conversion rates from content marketing or don't have a great process for doing so. For those of you that do care about measuring conversions, this article is going to outline a more advanced (and more accurate) way of measuring lead generation or conversion rates from content. This method accounts for the fact that most blog readers don’t convert on their first encounter with a post. They may convert later that day, a few days later, or months later, so you’ll need to be able to account for that. We’ll also discuss how we think about multi-touch attribution in general, that is, how do you attribute a conversion if a user touches multiple pages or parts of your business before they convert (and a blog post is only one of those touch points). It turns out Google Analytics has built in reports that can answer these questions. Finally, we’ll look at examples of actual conversion numbers from different types of companies and see how they compare using different attribution models.
Blogging is a popular form of content marketing that companies and individuals use to reach their customers, provide their point of view on a topic, and drive traffic from social networks, user referrals and search engines. Many companies use blogging as part of their inbound marketing strategy. These are the best articles on how to use blogging to grow your business. From optimizing blog posts for search engine visibility, to converting blog readers to customers, to how to use a blog for B2B marketing, you'll learn how to use a blog and blogging to grow your business.
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