Why Marketo Measure for Content Marketing

Transcript

Hi, I’m Andrew, the Content Marketing Manager here at Visible. As a content marketing professional, you create the materials that represent your brand. These materials have the potential to build rapport, engage prospects, and drive them further down the funnel. You spend a lot of time and effort generating thoughtful, high-quality content. But determining the impact of these materials and understanding which of them gets people interested in your product can be difficult. When publishing your content online, you have to decide how widely to distribute the materials. Should you leave the content ungated and hope that it will eventually drive demand? Or should you require prospects to fill out a form in order to access the content? Both of these options have drawbacks. Giving content away offers no visibility into its impact, while gating content gives you only limited visibility, which ends at the form fill. And this may discourage interested prospects who don’t want to provide contact information. The best of both worlds would be to make your content widely available, but still see which content drives prospects to not only become leads, but also opportunities and paying customers. Visible gives you exactly this kind of visibility. We do so by placing a JavaScript cookie on the web browser of those who visit a landing page or download your content, even if that visit is anonymous. Once that prospect provides contact details, later on down the road, Visible backfills all the data it has on the prospect’s interactions with your content, so you can see what initially drew their attention and what drove them to take the next step. With this visibility, you can share your content freely without wondering what impact it’s having on your sales funnel and bottom line. With Visible, you can optimize for different kinds of demand, prove the impact of your content and even perform A-B testing. These activities help you compare different kinds of content or landing pages and see which are impacting the metrics that matter most, including leads, opportunities, form fills and revenue.