Melanie Teachout

Senior Coordinator, Product Marketing

The Three C’s for Developing Content that Converts

Due to a plethora of devices, channels, and marketing messages, today’s consumers have an unprecedented amount of content at their fingertips. Knowing how to leverage data to cut through the noise and reach your customer with relevant messages can mean the difference between content that simply looks nice and content that leads to engagement and conversions. Marketers want content that counts, but more importantly, they need content that converts.

By following the “Three C’s” of content development, you’ll be set up to create content that achieves marketing goals.

Context
Cut through the noise by providing the right content at the right moments. This means leveraging data to gain perspective of what your customers are actively seeking to develop enticing content. Tools like Google AdWords Keyword Planner, Google Trends, Buzzsumo, and others can help you research what is resonating with your target audience and guide content creation.

Connections
Once you’ve developed content, the success of that content relies on efficient distribution to an interested audience. Making the right connections with your customers while offering value will establish your brand as reliable and trustworthy. As you develop a plan for syndication, consider areas within paid media, owned and organic channels, and earned opportunities.

Clarity
Now that you’ve developed and distributed your content, it’s important to have a feedback loop. Measuring success and identifying areas for continuous improvement allow a deeper understanding of which content is successful and which content is falling short. Whether you prioritize conversions or website traffic, there are a number of attribution tools and tracking technologies to help you understand which content is driving success.


The most successful content marketing campaigns don’t just happen by chance. Marketers who leverage data through the right technology and follow the context + connections + clarity formula set themselves up for an engaging content strategy that leads to conversions.

To start your data-driven approach to content marketing, download our ebook, “Content that Converts” and hear more about the three C’s, as well as specific tools and techniques to help you get started.

06/01/2017 at 01:41

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