1. Understanding what marketing material works
Ever wonder how many recipients read the custom testimonials, brochures, product catalogs or white papers that you spend countless hours creating? You might already know some of that information if you’ve published it on your website, but what about the material that’s shared by your sales team, or on social media?
Without tracking your marketing material across all channels you’re missing out on understanding what material is working and what isn’t. Since most marketing material takes countless hours of research, writing copy and design work it’s best to spend that time knowing that it’s going to be well received. Plus understanding what kind of product catalog, white paper or custom testimonial resonates best with your audience will help you to drive more leads.
2. Knowing exactly which parts of your marketing material are resonating with your audience
If you’ve ever written a free e-book or produced a 20+ white paper you’ve probably wondered the question: Does anyone actually read the whole thing? We'll you're not alone.
Producing content can be a costly exercise and not understanding what parts, if any, are being read is a huge question that can greatly help in authoring your next e-book, white paper or brochure. Publishing your content using a document tracking service will help you track exactly which pages of your marketing material are being read, including how much time is being spent on each page.
You’ll then be able to analyze which parts of your e-book, white paper etc. your audience finds interesting which will help focus your efforts when curating your next content piece. Plus you’ll understand if your content is too long, perhaps that 80 page e-book can be cut down to 40 pages and be much more effective?
Stop guessing what’s working with your marketing content, and start tracking what works.
3. Gating your content to capture and rank your leads
Are you giving your e-books, white papers and other valuable marketing material away for free? Then you might be giving away a lot more than you think.
Content marketing is a great way to help establish yourself or your company as a leader in the field, but you might want to stop thinking about it as being free. Something offered for free means that the person giving it wants nothing in return, however marketers are looking for something in return, they want to convert the reader into a lead.
Instead of just hoping your audience reaches out to you look to gate your content with a lead capture page to collect their email address. This will help you be more proactive as a marketer, allowing you to generate a pre-qualified lead list that can be used by sales.
Plus if you’re using a tool like Orangedox you’ll be able to understand who actually read the material, so you can let sales know which leads to prioritize.
If you’re not using a marketing tracking software like Orangedox, then you’re missing out on critical information that can help drive better content that converts more leads.