Transform your content into a revenue making machine

Steffen Hedebrandt, Dreamdata's CMO, takes you through the top use cases for any marketer using content to drive revenue and pipeline.

Supplementary Guide

These steps allow you to replicate the analysis. For context and more examples we recommend you watch the video above.

What content do accounts that end up buying consume?

1. Go to revenue analytics > content analytics in Dreamdata.

2. If you select ‘last year’ and ‘newbiz’ with the filters that will show you all the deals you closed last year.

3. Review the list of URLs viewed by accounts that became closed-won deals.

4. Have a look at the URLs that you wouldn’t expect to be containing a lot of traffic or value and decide whether these might need further refining.

Which URLs are the most influential?

1. Go to performance > content in Dreamdata.

2. Use the filter option to segregate URLs based on their influence per session.

3. Identify URLs that show a higher influence in customer conversion, you can see this by the ‘High’ or ‘Low’ label in the performance column.

4. This report can help show you which URLs are particularly important as buying signals.

Bonus:

• Head to the Reveal report.

• Filter by the highly influential URLs (discovered in the last step).

• Get a list of accounts that were viewing highly influential URLs.

• Then you can either share this list with sales and/or run more ads on these accounts.

Which ebook works best?

1. Go to Engagement > events.

2. Group by ‘Conversion name’.

3. Select ‘Conversions’ as the metrics to show on the graphs.

4. Now you can compare the impact of your different ebooks and choose to focus on those showing the greatest influence on revenue.

Which article is pulling in the most relevant seo/organic traffic?

1. Go to Performance > Organic > Google Search.

2. Now you have a list of accounts that entered through organic search, and became either a prospect, lead or deal depending on the stage filter you select.

3. From this you can conclude whether you should write more or less of this type of content. And for content yielding business results, you might want to try and rank it even better.

Which pages receive traffic and from where?

1. Go to Engagement > Pages.

2. Group by ‘URL’ and secondary group by ‘Channel’.

3. From this list you can investigate where the traffic to your key pages is coming from, especially in the context of marketers running paid ads.

4. Make strategic adjustments based on the source of traffic to optimize content placement.

Understand content by entity / host.

1. Extend your content analysis beyond your website to include other entities like apps and help centres.

2. Go to Engagement > Pages and filter by your help articles URLs.

3. Analyse which types of content are most viewed and ensure these are in stellar shape.

Using content categories to isolate projects.

1. In the Engagement > Pages report you can filter by content categories to isolate and analyse specific projects or content types such as blog posts.

2. Apply this data to refine your content strategy, focusing on the most revenue-generating categories.

By following these steps, you can leverage Dreamdata to gain valuable insights into how your content contributes to customer acquisition and revenue generation, helping you optimise your content strategy effectively.