Bridget Poetker's Content Influence Dashboard

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What does this content influence dashboard include?

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The following dashboard for Bridget Poetker, Brand Strategist and Creative Partner at bridgetpoetker.com, measures and reports on:

• Website trends and engagement
  • How many visitors are we getting on a weekly basis?
  • What is our bounce rate by page this month?
  • How many pages per session are users looking at?
  • What is the average session duration by month?  
• Sources of traffic and trends
  • How is our traffic mix changing month-over-month?
  • Is organic traffic trending up month-over-month?
  • What were the most-viewed pages last quarter?
• How is marketing content influencing leads and pipeline?
  • What percentage of leads did we influence to convert with content?
  • What percentage of pipeline are we influencing with content?
  • What content pieces increase conversion to pipeline?
  • What content pieces increase conversion from pipeline to closed-won revenue?
  • What percentage of organic traffic is turning into deals and wins?

What insights can I surface from this dashboard?

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Marketers and content managers alike can use this dashboard to understand which pages drive the most engagement, what channels generate the most traffic to content, and what content strategies are most effective in converting customers. You’ll be able to answer questions like:

• Which pages need to be updated or improved to drive more conversions?
• Are we serving our ICP’s needs with the content on our website, or are they leaving unsatisfied?
• Is organic traffic contributing to total site traffic as expected?  
• Did the new short-tail pieces we published drive new sessions?
• Are we having the impact we want on bringing in traffic that converts to pipeline for sales?
• Which content pieces are making an impact on TOFU and MOFU?
• Which content pieces are making an impact on BOFU when sales needs to close a deal?
• Are organic searches leading to wins?

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Bridget Poetker’s Content Influence Dashboard breakdown

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How can Bridget Poetker best leverage data to create successful campaigns and promote investment in content? Let’s find out!

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Website trends and engagement

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Your website and the various types of content — be it images, text, or video — it houses are often a client’s first stop on their way to exploring a purchase. With data points such as those provided on Bridget’s dashboard, you can begin to evaluate which pieces of content people tend to gravitate toward, and whether it holds their attention long enough to bring them further along the pipeline.

Bridget’s first goal was to measure overall website visitors by week, which allows her to see when traffic trends up or down. If one week is busier than another, she can then decide whether a new content strategy she’s implemented is working, or whether she should take advantage of the increase in eyeballs to launch a new initiative or ad on the website.

With access to pageviews for each link within her website, she can see where people are most likely to engage. Bounce rate becomes especially useful in understanding what encourages a user to stick around or immediately leave — is it because they encountered a glitch, found the content boring or confusing, or couldn’t find an answer to their question?

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Pages per session and session duration also clues the marketing team into the average amount of time someone spends on certain aspects of the website, and if they should revamp, reprioritize, or scrap a page in favor of one that drives significant engagement.

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Sources of traffic and trends

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Knowing how someone comes across your website matters because it helps you allocate resources toward content and save money on ads that aren’t getting clicks. 

Below, Bridget can see clearly the largest sources of traffic each month and how those numbers fluctuate over time. A large percentage of traffic from paid social, for example, proves it’s worth continuing to invest in Instagram or Facebook ads. On the other hand, if organic search is low, you may have to rethink your SEO strategy or try to target different keywords.

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Similarly, Bridget can measure organic traffic over time to see whether a new search or social approach is working.

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Finally, tracking top pages by sessions gives her insight into the blog posts or landing pages worth updating or tying to ad campaigns. 

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Marketing content influence on leads and pipeline

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Marketers don’t just care about clicks or engagement, which is a strong indicator of interest and brand awareness — they want to know whether those visitors end up buying something, and what about the content drove them to do so. 

Bridget’s dashboard provides information on influenced leads and pipeline each month, particularly how many leads her team’s content generated and what percentage of total leads that constituted, enabling her to track performance over time and pick out particularly successful months to learn from and devote more resources to.

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Additionally, she can view which pages had the most influence on the pipeline and sales cycle, and thus tie her team’s performance more directly to company revenue.

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The dashboard’s organic traffic funnel visualization describes how organic traffic and subsequent touchpoints contribute to closed-won accounts and dropoff.

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Learn more about how HockeyStack helps marketing, revenue, and sales teams surface and action insights like the ones in this template by exploring the interactive demo or booking a virtual demo.

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Full dashboard

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