The B2B Buyer Journey: Give Prospects the Content They Need at Every Stage
This is how to create content that serves your audience from pain point to purchase.
Content Performance Score™
Imagination’s innovative content performance scoring algorithm combines metrics across three key areas to identify prime improvement opportunities.
Whether examined independently or holistically, traditional campaign, website or e-commerce metrics are not necessarily telling the whole story, or even the true story, about content performance.
Content marketing is uniquely able to grow a brand’s position in the market through three key strengths: increasing visibility, deepening engagement and establishing authority. The Content Performance Score™ maps metrics against these pillars and weights them to match each program’s specific strategies. This process enables us to deliver both a quantified and standardized picture of holistic program performance over time and an inventory of high-ROI opportunities for optimization within a content library.
Identify opportunities
Zero in on game-changing content and distribution tactics to invest in content that will have a measurable impact on business goals.
Track improvements
Run a score report on a monthly or quarterly basis to see the returns on your optimizations.
Benchmark annually
Rebenchmark your program on an annual basis to set new goals and track progress for continuous improvement.
Customize for strategy
Adjust the weighting of metrics across pillars or incorporate custom metrics to reflect your goals and objectives.
The effort/impact curve
There is a sweet spot in the relationship between marketing investment and content impact. This is the moment when a piece of content already has enough traction that small incremental improvements will yield outsized returns in performance. The Content Performance Score™ finds the pieces that sit at this sweet spot.
Award-Winning Omnichannel Approach Drives Sales Leads
TD Ameritrade Institutional (TDAI) sought to drive organic search traffic, establish deeper engagement with prospects and clients, cement its thought leadership and eventually drive sales leads in this niche space — financial advisers and those who aspire to be one.
Insights
Ask These 7 Questions to Improve Your Content Marketing Ideas
No idea arrives fully formed. These questions can help you get it ready for showtime.
Hub supereme: Why the content hub is a content marketing powerhouse
Move over, blog. It used to be every company had to have one. And, for the majority of brands, a blog is still a savvy way to publish your expertise and POV on timely topics. But there’s a format better suited to showcase the full strategic range of B2B and association brands’ thought leadership chops. […]
The 9 benefits of content hubs for your brand
If you’ve got a story to tell and thought leadership is your content marketing mantra, there’s no better format than a content hub.That’s because content hubs are the heart and soul of a brand’s data-driving, editorially innovative, audience-hustling content marketing program. It’s your brand storytelling meet-up, your online home for visitors new and old, your […]
How do you score?
Let us help you identify opportunities with existing and net-new content.
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