Here are three problems with your content experience that might be affecting your content conversion rates.
1. You’re not accommodating the entire buyer’s journey.
60-70% of B2B content sits unused. This means that 60-70% of your content is not relevant to your audience’s needs and does not connect with your buyer’s journey.
Remember: your visitors are all on different, unique journeys looking for different content. Providing useful, relevant content might start with content ideation, but it also has to do with the fact that your content is not readily available every step of the way. This issue is easily solved by having a well-optimized content experience.
So, how can you start to better accommodate the buyer’s entire journey?
Determine your content gaps.
Conduct a content audit to ensure that your content is speaking to all of your buyer personas, as well as all stages of the buyer journey from discovery, to consideration, to purchase.
Diversify your content mix.
Everyone in your target audience prefers a different format to consume content. Some prefer blog posts, and some would rather check out an infographic or listen to a podcast. The idea of content atomization — taking one idea, chopping it up into tiny pieces, and spreading it everywhere — is one way to effectively diversify your content mix.
Ensure your content is easily discoverable.
Regardless of the stage of the buyer journey that someone is on, you must ensure your content is easy to find. This not only involves including a search bar within your blog or resource center, but also means that your content should be strategically organized to meet your goals.
Content discoverability is especially important to improving your content’s conversion rate — after all, how can you expect your content to convert if no one can find your content?
Which brings us to problem number two…
2. Your content is siloed.
“White papers! Exactly what I was looking for!” – said no one, ever.