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Build the dash using the Manual and answer questions like:

  1. Which pieces of content help to drive conversion rates through each portion of the funnel?
  2. What content pieces should we take a bet on to promote more heavily?
  3. What content pieces should we cut?
  4. What content should we create next based on what is working now?
  5. What content pieces should we target closed lost deals with?

Key takeaways:

  1. Build your dashboard with reports that show content impact at each stage of the funnel using lift.
  2. On a weekly basis review your dashboard to learn how your content is trending up or down based on the previous analysis period.
  3. Take notes of specific content pieces trending up or down and determine if they are candidates to model more content from (uptrend) or to retire or improve (downtrend).
  4. If you see green flags like:
    1. Positive lift for a content theme > dig in a layer deeper and run the analysis back by category or use cases, this will give you a good idea of what content to make next.
    2. Proportionately more pipeline (linear) tied to a certain piece of content or almost all of pipeline (uniform) in a given period, replicate the type or medium or distribution channels.
    3. Lost Deals with a closed lost reason of “not ready” > time to target them with content speaking to their pain points.
  5. If you see any of these red flags:
    1. Pipeline amounts are up revenue is down within your sales cycle > time to check in with sales and learn if they need help or if the qualified criteria has changed.
    2. Negative lift on content piece aligned with a specific funnel stage > find a new place for that content piece in the funnel or remove it altogether.
    3. Lift of “in the weeds” content (like product pages) goes down the further down then funnel > time to revamp these.
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