When I was at a client’s User Conference earlier this year, Steve Farnsworth caught up with me and asked a question about using analytics to refine content for increased sales. I’m a big fan of repurposing content and I’ve paraphrased the transcription and shared below.
When people look at analytics from their website while developing content plans, what kinds of things should they look for to help improve online sales?
To start with, a company can do some research to start developing personas that reflect the kinds of customer segments they’re after. That information can get things going in terms of an Editorial Plan and keywords used to optimize content and attract links, resulting in content that ranks well on search engines and drives traffic to product and services pages. As you attract that traffic from search engines, there’s some data to work with – to analyze and refine.