thefunnel

Content is King in B-2-B web marketing. We all heard that before, but do you really know which of your content performs the best? Which are your top performing 10 content pieces? How do you measure performance / content? Is it by number of customer engagements, number of leads it generates or by the conversion of leads to sales opportunities? What are the trends? Are they declining or increasing? And how does web content conversion stack up against other elements in the promotional mix, both on-line and off-line . If you can’t answer these questions then is content really King?

Just finished writing an article about redesigning a web site based on the voice of the customer. Most web site designs probably have some elements of user input through usability testing or based on a pre-design survey, but this one is different with thousands of survey completes over a period of 2 years, customer write in comments, in addition to lots of robust data based on the ACSI methodology.