How do you go about historical optimizations for sales enablement content?
"If you’re not prepared to be wrong, you’ll never come up with anything original."
To give more context, the sales team isn't fully bought in just yet and it'd be hard to ask them to find articles they need updated, so instead, I'm jumping in to help start the process.
Would love to hear the experiences you've had for optimizing content in this way and perhaps when you bring in Sales in that process?
Brandon Ruffner Wow, I absolutely love your idea! I'm the Marketing Manager at our swimming pool construction company and I'm definitely passing your post over to my Content Manager. We've been working on organization and prioritization in order to improve the efficiency of our content strategy and would love to collaborate with like-minded folks like you. My email is firstname.lastname@example.org, feel free to shoot me a message and we can set something up! 😁
Hey Chris Greene , long time no see! Check out this course from Liz, then head to the resources section, there are a number of job description templates, resources, etc that should help!
Connor DeLaney Gosh this is such a great conversation. In Zoe's case, our brand is still relatively new, so we really want to position ourselves as a helpful guide. We see offering free, targeted resources — in addition to our blogs — as a great way to cultivate that relationship and be seen as a trusted resource.That said, we're just getting more downloadable PDFs off the ground — and, of course, LOTS of other marketing companies are already doing this, so we have some heavy competition! Time and testing will tell how successful we are. Since we're heavily focused on the education approach, though, that makes it a good match for us.
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Sam Roettgen Excellent, feel free to reach out with anything else you need in another post 🥳 We have many members that benefit from questions that are asked 🙌🏻. We appreciate you! 🙏🏻
For sales enablement pieces, I'd look at metrics like time on page and bounce rates.
If a sales person is sending prospects to specific pages, I'd want to see how many people are actually reading the content and if it's enticing them to take further action.
If the dwell time is low, people must not be seeing the value in reading the content. The average person reads 200-250 words per minute. Check your word count and divide by this number.
If the bounce rate is high, we need to make sure we have quality links to related content and CTAs that really cater to the next best steps for people to take.
If sales people are sending these links to prospects in emails, you can segment the views of the pages by email views only. That way you're not including organic traffic, social traffic, paid traffic, etc.
So there's my two cents. What about the rest of ya'll?