Build the dash using the Manual and answer questions like:
- Which pieces of content help to drive conversion rates through each portion of the funnel?
- What content pieces should we take a bet on to promote more heavily?
- What content pieces should we cut?
- What content should we create next based on what is working now?
- What content pieces should we target closed lost deals with?
Key takeaways:
- Build your dashboard with reports that show content impact at each stage of the funnel using lift.
- On a weekly basis review your dashboard to learn how your content is trending up or down based on the previous analysis period.
- 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).
- If you see green flags like:
- 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.
- 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.
- Lost Deals with a closed lost reason of “not ready” > time to target them with content speaking to their pain points.
- If you see any of these red flags:
- 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.
- 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.
- Lift of “in the weeds” content (like product pages) goes down the further down then funnel > time to revamp these.
