Content As a Mechanism: key areas of focus to optimize your content strategy

*Co-written by Shawn Massie, VP of Growth

Written by Jamey Bainer
on 03.01.22

How do we vs. how should we define content and content strategy?

“Content” cannot be defined as a performance marketing channel and measured in the same way as paid search, email, or display advertising. It’s a mechanism that can be applied across multiple channels, through the entirety of a purchase consideration cycle.

If any channel or team can use content, does that mean quality content can be produced by anyone in our organization?

No. Your company will be best served by maintaining an in-house team of expert copywriters, an agency that offers the same, or a combination of both. Everyone thinks they can write, but only expert practitioners will maximize the value of the content published by your brand.

Content created for search isn’t just content created for Google

Today your audiences discover brands and products everywhere, not just through searching on Google. A search may just as likely start on platforms like YouTube, Pinterest, Instagram, Facebook, or TikTok. Start producing, publishing, and amplifying organic content on these platforms to augment your paid media spending on these same channels.

Leverage content to improve user experience and conversion optimization

Content doesn’t just get people to your website via SEO; it should also be used as a tool to provide a great experience and help guide people through completing a purchase, a sign-up, or other conversion goals. Invest time in research to understand the questions and concerns your potential customers have and map these insights into your on-page content strategy.

Match the right CTAs to the right content

Make sure you’re not jamming bottom-funnel CTAs into content intended for upper-funnel website visitors. Example: “Buy now/Sign up now!” CTAs won’t perform well when placed in the context of a blog article or resource guide. Instead, guide people towards learning more, signing up for newsletters or promotions, downloading brochures, or other micro-conversions.

Adopt the “See, Think, Do” measurement framework for assigning specific KPIs to specific stages of the purchase journey

“See | Think | Do” allows you to assign specific content KPIs to specific audience segments in specific stages of a purchase:

  • See (i.e. Reach)
    • Addressing the total universe of people who could buy your product.
      • Sample KPIs:
        • Audience reach
        • Brand lift (search)
        • % of new visits
        • Content interactions

  • Think (i.e. Engagement)
    • Addressing in-market audiences who are considering/researching a purchase.
      • Sample KPIs:
        • CTR
        • Page depth
        • Assisted conversions
        • CRM acquisition

  • Do (i.e. Action)
    • Addressing audiences who have engaged in actions with high purchase intent.
      • Sample KPIs:
        • Conversion %
        • Funnel metrics
        • AOV
        • Repeat purchases

Want to learn more? Reach out any time for a discovery call or consultation.