Making Sense of Your Content's Value



Creating good sales content takes a lot of effort. It's an essential part of winning customers and making sales. However, figuring out how much this content actually contributes to your sales can be tricky. How can your content team get a clear picture of the real difference their work makes in terms of sales?

Let's take a cue from marketing teams. They've got a knack for working out how much return they get from different areas like ads, events, and improving their website for search engines

What is Attribution in Content?

This method, called attribution, is about figuring out which parts of your sales process – the touchpoints – are really helping to bring in sales and how much. There are lots of ways to do this, but the best ones look at what's worked (or not) in the past to work out how much each part of the process helps in making a sale.

Building a Solid Attribution System
  1. Gathering Touchpoints: This means keeping track of all the different ways customers interact with your business, like clicking on an ad or visiting your website.
  2. Connecting Touchpoints to People and Companies: Since buying something usually involves several steps and different people, it's important to link all these interactions together over time.
  3. Linking Touchpoints to Results: In the end, you want to see how all these steps lead to a sale or help build up potential sales in the future.

Once you have these parts in place, you can start to build a system that uses smart tech to take the guesswork out of understanding your content's impact.

Why Attribution Matters for Content

Content, like blogs or product guides, plays a big role in how people decide to buy. But traditionally, it's been hard to track how much it really helps in making a sale. This is changing now with new tools that let us see how people interact with online content.

The Big Shift: Online Platforms for Sales Content

New tools for managing sales content online are changing the game. They let you see when and how people interact with your content. With this info, plus sales data from your customer management system, you can start to really understand how your content is helping with sales.


From Basic Info to Big Decisions

With this new approach, content teams can go beyond simple measures (like how many people looked at something) to really understand how their work affects sales. This means looking at things like:

  1. What's in the Best Content: Finding out what makes the most successful content work well.
  2. Where There's Room for Improvement: Seeing where your content might be falling short or not hitting the mark with certain groups of customers.
  3. Better Selling Strategies: Figuring out which pieces of content really make a difference in getting sales.

Clearer Insights, Better Content

Using this way of measuring your content's impact makes it easier to see what's working and what's not. It helps ensure that your content is hitting the mark and contributing to your sales in a meaningful way. In short, it's not just about counting views; it's about making your content work harder for your sales goals.

Are you ready to embark? Follow Falkon on LinkedIn. 


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