Content = Data + Caring for Customer Needs
Your customer likely has needs that your content will fulfill. However, it takes both an intimate understanding of your customers and the data around your marketing efforts for them to deliver on those needs.
I bring up these needs because some content agencies will create well-written pieces—but they won’t use data in their content strategy at all.
Both data and an empathy-based approach to your customer’s needs are essential. Without them, your customers might not think you have what they need to solve their problems.
If at First You Don’t See Positive Results…
SEO and content writing give you plenty of opportunities to try, try again. Not every piece of content will triple sales in the first week of publication—in fact, most won’t. Producing valuable content that addresses customer needs takes time. So does becoming intimately familiar with your customer.
Luckily, there are always opportunities to update less successful content to be relevant as you get more insights from your search engine data.
A Few Types of Data Your Content Agency Should Provide
Although every brand has different needs, there are a few tried and true website metrics we like tracking as a baseline:
- Organic traffic
- Engagement rate
- Click rate
- Backlinks
- Conversions
Conversions will look different for every website depending on your industry, sales pipeline, and other factors. However, your business ultimately needs more leads.
Tracking these content metrics helps you better understand what your customers think and need. In turn, you’ll be able to get qualified leads—and more of them.
