Improving your digital content portfolio

A new mindtool to audit your content marketing and SEO

All businesses and marketers today invest a lot of time, effort and budget into content assets today. The smart ones work on repurposing and outreach to get more value from them. There is rightly increasing focus on evaluating the ROI from content.

When I'm working to audit website content and customer journeys to improve SEO and content, I like to consider the different web pages or types of content as a portfolio. Like an investment or market portfolio, some content will work well, some less so and you can develop tactics to get more from your content assets. You may know that Smart Insights have previously shared and created the Content Marketing Matrix and Content Distribution Matrix which have proved popular for reviewing content marketing strategy. So I've been planning for ages to share a third in the series. Here it is - I hope it helps you review your approach!

By using Google Analytics to review page effectiveness (measured by conversion rate or page value) against page popularity you can readily see which content is working well, so think of how you can make your Top Performers work harder for you, e.g. by historical optimization, pointing more visits at it or improving the CTAs further. You can also review how to get more from the High Potential content.

For more details of how to apply it and visualize the results in Google Data Studio, see the full article introducing the Content Optimization Matrix.