Lack of quality content might be a little vague. You may have GREAT content that isn’t converting and engaging leads like you need it to. The content might be really good, but it lacks quality because it isn’t “performing” (i.e. producing the results you want or need).
At the heart of content quality is this question:
“Does the content matter to your intended audience?” What I mean is, does your intended audience care about your content? Does it help them understand, figure out, or tackle a specific problem. It might be that the issue with your content is a content-to-audience mismatch. Your content might be great, but your target audience either isn’t getting it, or it isn’t applicable to them in a way they MUST engage with it.
If this is where you are, then what’s missing is a well defined target audience, or persona. Your investment in content is great, but the content is missing the mark with them. The evaluation of “quality” occurs in the eyes and minds of your target audience. If your content is failing to engage, then it’s not quality content.
if you are driving your target audience to your content – perhaps a download – and they are not converting, then the way you are appealing to them might be the problem – in that case, check your landing page. Are you asking for too much information on the lead capture form? Try reducing what you are asking for (especially if it’s completely new lead generation activity). You really only need a name and an email address to start out. Then earn the rest of the information as you nurture their interest and follow up with them (but that’s a different blog post).
Here are some measures that will help you know whether you’re hitting the mark on quality with your content:
1. # impressions / # conversions or # leads
That is, are they taking the action you want them to take? This is measured by the number of people who have seen your content (landing page, email, ad, etc.) and the number of actions (conversions as clicks or also how many leads were generated).
2. Once you have the lead are you continuing to engage them?
Or did you lose them right away? WHEN are you losing them? Can be measured by the # clickthroughs and the # downloads from your nurturing sequences and follow up emails. Are they giving you additional information? (are you asking for additional information as they become more engaged?).
3. Can you easily tell where a lead might be in their buying process?
Does your content cover the lifecycle and matched to the buying stages for your target audience? This is essential (and most often overlooked). Having content ready that is appropriate for where leads are in their buying journey, helps you quantify your lead funnel, and make better predictions on leads moving into the sales funnel – which is the goal, right?
Having visibility on these fairly straight forward metrics requires marketing technology that goes beyond aggregate metrics like Google Analytics and Email Service Providers, so that you gain a single view of your leads, while also understanding the big picture of what is engaging, and how you can better match the needs that your buyers have.
Stop Under-estimating The Value of Personas
If you are missing the mark with your content, then make sure you have a well defined buyer profile or persona. This takes some real work and research, but doing so can pay off in your lead generation efforts. If you want to understand what you really need in a great persona, we’ll invite you to our next workshop on that very topic.
What are your key ways to measure content quality?
Share in the comments.