end of the year is a great time to take stock of all the things you are
doing and set yourself up to do them better in the New Year. One of the
key elements is all that content you have; your blog site, your
website, social media, brochures, white papers, etc.
But wait. Before you forward this over to your marketing department, see if you can answer this question:
of all the content you produce throughout your company, which pieces
are grabbing the most attention; and which are pulling in more leads?
should you care? Because throughout your organization one of the most
consistent efforts comes in the form of content. Yes, that means ads and blogs and other promotional pieces. But it also means Q&As, white papers, technical documents and so on.
Wouldn't you be surprised if some of those technical "how to"
articles were pulling in more leads than all your ads put together?
We came across an interesting article in Fortune
about Highspot, a 3 year old startup founded by an ex-Microsoft
executive that is using something called "machine learning" to help
companies find out which of their content is actually selling and to
help them churn out more of the "right stuff".
they're doing is pretty interesting. They use technology to interface to
popular document patforms such as DropBox, Box, WebEx and Google Drive.
They track documents and changes made to presentations and campaign
content to identify which are the most successful in terms of converting
into leads. After all it would be nice to know if that article you may
have spent hours on was on or off the mark, wouldn't it?
point is that content takes time and effort to produce. Taking a little
extra time to organize your content in a way that makes it easier to
track from a readership, sharing and lead conversion standpoint, can
help you better target your content to maximize exposure and lead
Whether you use technology such as
Highspot or you do this yourself, it's becoming more important to track,
analyze and optimize content to work harder in today's content rich,
competitive, data driven world. You work too hard not to!