Content Marketing Strategies for SaaS and B2C Companies. Case Studies
Posted: Wed Dec 11, 2024 7:13 am
How long should you wait for results from content marketing? We look for the answer in the main points of the article by SaaS content marketer Benji Hiam.
In short: the answer to this question depends entirely on what you actually expect from content marketing and how you evaluate the success of the strategy. It is impossible to say for sure whether content marketing will bring results in a month or even in six months - it depends on the market, product, business model and other factors. Now let's figure it out.
Content
What makes a marketing strategy successful?
These are two metrics: leads/subscriptions and traffic growth (in that order). Why?
Leads: If the number of leads is minimal, your content marketing strategy will have no effect.
Traffic: Measuring leads is hard, and even if you try to count them, you won’t have a complete picture of your conversion without measuring traffic. One thing is clear: without traffic, you won’t get leads.
Lead Attribution Method
The goal of attribution is to determine which advertising channels and campaigns france phone number material had the greatest impact on a purchase decision or a move to the next step of the funnel.
We decided to look for a better way to attributing leads and found a method that can report both first-click and last-click conversions in Google Analytics.
First, we determine what useful action the user should take according to the customer's wishes and set the main conversion goals in Google Analytics. Typically, these are:
Free trial subscription; subscription; demo (for SaaS).
A form offering to contact a sales manager directly (for services).
We then use the Model Comparison tool in Google Analytics to measure first-click and last-click conversions. The Model Comparison tool will show which URLs led to which conversions. Once we know what is going well for each customer, we can optimize our marketing strategy.
First click tells us that the user's first contact with the brand was one of our blog posts. Last click indicates that the conversion occurred immediately after reading the post.
Any user interaction tab
It's helpful to look at the Any user interaction tab to see how the entire blog con
In short: the answer to this question depends entirely on what you actually expect from content marketing and how you evaluate the success of the strategy. It is impossible to say for sure whether content marketing will bring results in a month or even in six months - it depends on the market, product, business model and other factors. Now let's figure it out.
Content
What makes a marketing strategy successful?
These are two metrics: leads/subscriptions and traffic growth (in that order). Why?
Leads: If the number of leads is minimal, your content marketing strategy will have no effect.
Traffic: Measuring leads is hard, and even if you try to count them, you won’t have a complete picture of your conversion without measuring traffic. One thing is clear: without traffic, you won’t get leads.
Lead Attribution Method
The goal of attribution is to determine which advertising channels and campaigns france phone number material had the greatest impact on a purchase decision or a move to the next step of the funnel.
We decided to look for a better way to attributing leads and found a method that can report both first-click and last-click conversions in Google Analytics.
First, we determine what useful action the user should take according to the customer's wishes and set the main conversion goals in Google Analytics. Typically, these are:
Free trial subscription; subscription; demo (for SaaS).
A form offering to contact a sales manager directly (for services).
We then use the Model Comparison tool in Google Analytics to measure first-click and last-click conversions. The Model Comparison tool will show which URLs led to which conversions. Once we know what is going well for each customer, we can optimize our marketing strategy.
First click tells us that the user's first contact with the brand was one of our blog posts. Last click indicates that the conversion occurred immediately after reading the post.
Any user interaction tab
It's helpful to look at the Any user interaction tab to see how the entire blog con