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What's the best way to test and optimize your content?

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Content is king, but how do you know if your content is performing well and reaching your target audience? Testing and optimizing your content is a crucial part of content development, as it helps you improve your content quality, relevance, engagement, and conversion. In this article, you will learn some of the best ways to test and optimize your content, from setting clear goals and metrics to using tools and techniques to analyzing and applying the results.

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Vanhishikha Bhargava

12+ years in B2B SaaS Content Marketing | SEO | GTM - Ex- Shopify, Hootsuite

1 Define your goals and metrics

Before you start testing and optimizing your content, have a clear idea of what you want to achieve and how you will measure it. Depending on your content type, purpose, and audience, you may have different goals and metrics, such as traffic, views, shares, comments, clicks, leads, sales, retention, or satisfaction. Align your goals and metrics with your overall content strategy and business objectives, and make sure they are SMART: specific, measurable, achievable, relevant, and time-bound.

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Vanhishikha Bhargava

12+ years in B2B SaaS Content Marketing | SEO | GTM - Ex- Shopify, Hootsuite
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Before you go into testing optimisations, define what you're optimising for - is it to get discovered on the search engine, tap into the SERP features, use as a collateral for ABM and sales campaigns, promote through advertisements and drive subscribers/ leads? The more defined your goal is, the more you can think like your target audience while running optimisations. For example, if it is a TOFU piece you're promoting in an ad, you can't expect the reader to directly subscribe for your service, you need to give them a softer conversion and this usually includes either offering a free trial, booking a demo, or just subscribing/ following you. So accordingly, you place CRO elements that support the goal.

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2 Choose your testing method

If you are looking to test and optimize your content, there are a variety of methods you can use depending on your resources, data, and preferences. A/B testing is a popular option, which involves comparing two versions of the same content element, such as a headline, image, or call to action. This allows you to measure which one performs better based on your metrics. For more complex testing involving multiple combinations of different content elements, multivariate testing is recommended. Additionally, user testing can be used to collect feedback from real or potential users of your content through surveys, interviews, focus groups, or usability tests. This method provides insight into how users perceive and respond to your content, as well as their needs and pain points. For each of these methods, there are various tools available such as Google Optimize, Optimizely, Unbounce, VWO, SurveyMonkey, Typeform, UserTesting and Hotjar.

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3 Implement your testing plan

Once you have chosen your testing method, implement your testing plan. This should involve identifying your hypothesis, creating variations of your content element, setting up test parameters, launching the test, and monitoring its progress and performance. For example, if you want to increase the click-through rate, you may state a hypothesis such as "Changing the headline from X to Y will increase the click-through rate by Z%." You can then create two headlines and use a tool to set up the duration, sample size, target audience, and success criteria. After launching your test, check for any errors or issues.

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4 Analyze and apply the results

Once you have run your test, analyze and apply the results. This includes reviewing the data to determine which variation performed better based on your metrics, and whether the difference was statistically significant. Then, interpret the findings to understand why the variation performed better, and what it means for your content and audience. Take into account other factors that may have impacted the results, such as seasonality, trends, or external events. After that, implement the changes by applying the winning variation to your content and ensuring it is consistent across all channels and platforms. Additionally, document and communicate the changes to your team and stakeholders. Repeat this process to continue testing and optimizing your content, searching for new opportunities for improvement.

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Vanhishikha Bhargava

12+ years in B2B SaaS Content Marketing | SEO | GTM - Ex- Shopify, Hootsuite
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When you're analyzing the performance of your content optimization, I additionally recommend aligning with the other teams to gauge if the strategy had an impact on other functions. For instance, the sales team can let you know if you optimized pieces for top of the funnel too much and the quality of the leads or the stage at which they are, are too early in the cycle.

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Zhi Xin C.

Struggling to grow your business? 3 months is all it takes! I'm your Business & Marketing Maverick. I help companies like yours SHATTER performance plateaus and achieve ROCKET-SPEED growth based on your specific needs.
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We make several ad sets/campaigns per day and analyse the results daily, and (it depends on which industry you dive into if you need to analyse it daily) In evaluating the efficacy of your content optimization endeavours, I strongly advocate for seamless collaboration with cross-functional teams to assess the broader implications of diverse facets. For instance, engaging with the sales, on/off marketing, and customer services teams can unveil insights into potential overemphasis on top-of-funnel optimisation, shedding light on lead quality and their positioning within the conversion cycle. To get more impact, the key factor is to work among the stakeholders/departments.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What's the best way to test and optimize your content?

1

2

3

4

5

1 Define your goals and metrics

2 Choose your testing method

3 Implement your testing plan

4 Analyze and apply the results

5 Here’s what else to consider

Content Development

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What's the best way to test and optimize your content?

1

2

3

4

5

1 Define your goals and metrics

2 Choose your testing method

3 Implement your testing plan

4 Analyze and apply the results

5 Here’s what else to consider

Content Development

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