However, every business operates differently, so it’s important to evaluate how the funnel works for your organization.
How do prospects and customers engage with your brand and what does that mean for each stage of the funnel?
While there is a certain type of content associated with each stage of the marketing funnel , it’s important to get input from your marketing, sales, and customer service teams.
What are the main questions that customers have?
What content is being worked on to create awareness?
Are there specific resources that are acting in the middle and lower stages (Act and Convert)?
A useful tool is Behavior Flow Analysis in Google Analytics.
While this doesn’t give you the full picture, it can give uruguay mobile database you an idea of how visitors are engaging with your website’s content and pages at different stages.
Through it you (or your digital marketing agency ) may discover that there is a big drop at some point.
Learn more: Inbound marketing agency: 5 advantages of hiring one
This is often an indication that the content on that particular page is not working and needs to be revised.
Step 3: Audit your content
A big part of developing an inbound strategy involves reviewing and auditing what your company has already produced in terms of content.
Read also: How social first content can help you sell more
Only by knowing where your brand currently stands does it become possible to chart an assertive path and follow it.
A content audit is less complicated than it sounds. After all, it’s a comprehensive review of how digital content is being used from a content marketing perspective to drive reach, engagement, and interest.
Key benefits include:
Evaluate the quality and effectiveness of content
Identify content gaps
Improve user experience
Improve search engine optimization
Increase content efficiency
Content audits can take hours, days, or weeks, so create a schedule that fits your priorities and deadlines.
To speed up this process, our experts have suggested categories that can be analyzed:
Reach – organic and paid visibility
Architecture – design, structure and functionality of each channel of operation
Content – process and assets, potential for multiplication (a blog article can be fragmented into several Stories for Instagram)
Integration – the connection between online and offline touchpoints
Measurement – digital goals, metrics and performance
Step 4: Measure your campaigns frequently
While a content audit looks at how content is being used across different channels, a campaign audit looks more holistically.