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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.

Analytics

What are the biggest mistakes B2B SAAS startups make with content marketing?

The biggest mistakes B2B SAAs startups make with content marketing are: Not keeping the customer at the core of the content. Not distributing the content enough. Not putting calls to action in the content. Not making the content accessible. Not creating content relevant to the customer. Not benchmarking their content. Not analyzing the content with data. Not being accountable for the business results. Accepting low quality traffic This would cover the bulk of mistakes people tend to make.   … Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What are the best ways to determine if your SAAS content marketing is working?

This post outlines the best ways to determine if SAAS content marketing is working. Data provides that feedback loop to tell you how effective content marketing is going. But you do need to take it a step further, you need to articulate what that data means, for the customer and for the business. So that in that context, does it make sense. You should be able to demonstrate, this is the totality of the impact we have had, from our… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How to run a successful content marketing strategy for your SAAS business

This post outlines how to run a successful content marketing strategy for SAAS companies. A summary: Defining success clearly Developing good content Distribution of content Using data to drive performance   Defining success Success means that the strategy is delivering on your businesses objectives. That’s where you want to start, to make sure that you have a solid idea of how content can meaningfully drive value for the business.   Creating good content Then you need to develop good content,… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What are your tips for SAAS content marketing?

Keep the customer core, that is create content that is of use to your customers. People engage with content because it is providing value to them, whether it’s through education, actual utility, or entertainment. Your content should be so good, that if you took your company out of the equation, the content wouldn’t stand on its own. So you want that sort of fit between your company and the content. For example, an analytics company, should write about analytics and… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What is the average conversion rate of content marketing (blog) in SAAS

An unoptimized conversion rate of content marketing for SAAS is about 0.5%. That is, just by getting in front of people, some portion of them will take action. At the other end, a highly targeted piece of content, could convert as high as 10-20%. That is content that is very tailored. For most content marketing, the conversion rate is going to fall between 1.5% <> 3%, balancing some scale and reasonable drop off rates. If you are performing in these… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What techniques can be used to improve conversion rates

The best technique for improving conversion rates is simulating the process that customers go through. Sitting down in a session, going from start to finish, note what they see/hear/read. And then overlay that with the data on how well each step has gone. To take it a step further, you can repeat this, with actual customers, where they share a screen recording, or they do it live. This helps to uncover where potential issues may lye. That is the best… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What is the most effective way to improve your conversion rate?

The most effective way to improve your conversion rate, is to instill a culture on continuous improvement. It is likely, in the early days, you have a lot of little improvements, all which individually may not be silver bullets but collectively can deliver big improvements. So it’s rare that any one thing is the most effective method. But committing to a process, helps ensure you will find those nuggets of improvement. In terms of metrics, there is a guiding metric… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What are conversion rates in marketing?

Conversion rates are the amount of people completing a defined action. Referred to as a conversion, as the user has converted from a visitor to a customer, or a visitor to a lead. You get the idea. The idea is to capture areas where potential customers, change to something else. This helps to give intelligence on how successful an initiative is. You might analyze conversion rates, by piece of content or URL, traffic source, time of day, device, geography, to… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What is product analytics and why do you need it

The act of measuring and tracking how users engage with a product is analytics. Technically speaking, the act of measuring isn’t analytics, it becomes analytics once it has analysis on the raw data. But people most often refer to both as analytics. You need product analytics to help understand the performance of the product. To then identify areas to improve, and prioritize where additional resources go to improve the product. Without analytics these decisions would be very challenging and fraught… Continue reading

Ben Young
Ben Young
October 14, 2022