Tips & Tools for Optimizing Your B2B Content
With so much time and budget invested in content, making sure your content is viewed, downloaded, and found by search engines has never been more important to marketing organizations. Yet too often marketers invest in creating new assets instead of ways to make existing assets more effective.
At Aventi Group, we work on many content projects for clients, and this blog is all about giving you some tips on content engagement so that your content is as effective as it can be.
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Measuring & improving content performance
When assessing your content’s performance and engagement levels, reviewing the data is key. Some of the metrics you might look at are unique page views, time on page (or site), and bounce rate. But it’s really the combination of all three that provides actionable insights. The following chart shows three different scenarios where one of the three variables is strong but the other two are not. For each scenario, there are different approaches to help improve content engagement.
|SCENARIO/ISSUE||THINGS TO CONSIDER|
|Little Time Spent On Page||
|High Bounce Rate||
- If you are assessing your content to determine what to update or promote, you’ll want to consider content that has high views (or the potential for high views) and/or content that is most successful in helping move prospects through the funnel. Often times, older content has greater SEO value (ie, organic page views) because it’s been around longer, but older content might not be as current/relevant and worthy of updating.
- Paid promotions will drive higher page views, but will also likely drive down time on page and drive up bounce rate, as the audience won’t be as targeted. It’s difficult to compare the data for a page that is being promoted vs one that is not.
Actions to take
Conducting just a few usability sessions can help you quickly uncover reasons for low views, low time on page and high bounce rates. Sometimes the issues are in the navigation, formatting of content and entry pages, or hard to find / unclear CTAs. Usability can also be helpful for understanding if you are addressing the right group of topics for your target market, but it is less appropriate for assessing the quality of each of your pieces of content.
Try some free tools
SEO applications such as BrightEdge and SEMRush have become quite advanced and can give you specific feedback on your SEO tactics, what changes to make and where to make them. Seobility gives you an overall SEO score, also with prescriptive “todo’s”. Often times an agency will simply regurgitate a list from one of these applications/sites and charge you a lot of money for it so it sometimes pays to just use these applications directly.
- Seobility is a great free tool to get an SEO ‘score’, as well as prescriptive SEO feedback.
SEO score, taking into account the 6 components that feed SEO, along with a task list of SEO improvements, ranked by importance.
- SEMRush offers a Site Audit, grouping issues by error type.
SEO Site Audit, highlighting the errors that are most prominent on your site.
- BrightEdge provides Specific Recommendations by Page
Prescriptive SEO recommendations, for the top pages you should focus on, based on search volume.
These apps offer much more than you see here, so I encourage you to give them a try.
You’re investing in content development and have a content strategy, make sure it’s being executed well. If you want to put some of these tools to work to increase your content’s effectiveness, please contact Aventi Group to schedule a discovery meeting.