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Live from the AMPlify Conference stage, Mike Pace, Sr. Manager of Online Marketing at SendGrid, talks about how through analyzing data it is possible to attribute real revenue to your content marketing efforts. Mike walks us through steps to identify where content has its greatest impact on the customer journey, how to leverage all this new-found information to create the right content and where content marketing actually fits into the revenue model.
- Start your target content creation by getting a keyword list based on what people who had come to your website and social channels were looking for when they found you.
- Do a google search for each of those key words. This will give you a broader picture because when you do the google search, google will also tell you what other people asked around the same topic.
- Next step to relevant content creation is to answer the questions that people are asking about your field, product or space. You don’t have to create all the content yourself. This is where subject matter experts can be a valuable asset.
- Side benefit of having others involved in the content creation process is their pride in their work will encourage them to become advocates for you automatically.
As the number one driver of SEO, content is ultimately always going to be tied to revenue. Therefore content, and not just any content but relevant and thoughtfully developed content, is a true value add to your organization across all platforms and areas. Great content = engagement = employee advocacy = great brand awareness.
Connect with Mike on Twitter @mikewpace or on LinkedIn
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