On its own, “quality” is a subjective term. What’s high-quality to one person might seem mediocre to another. So, how do you ensure the content your company produces is better—and higher-quality—than what your competitors are offering? Simple: You measure quality based on conversion.
After all, you shouldn’t be creating content in a vacuum: each piece you produce should have a purpose beyond merely meeting your—or your company’s—subjective standards for quality.
Beautiful, unique, well-constructed content doesn’t mean a whole lot if it doesn’t move the proverbial needle—whether that needle points to increased top-of-funnel traffic, more demo submissions, or greater upsell potential.
In this webinar, Charlotte Bohnett and Brooke Andrus will discuss how they’ve leveraged content in a way that not only sets WebPT—a niche healthcare software company—apart from its competitors, but also supports the company’s overarching marketing goals and, most importantly, drives action.
As part of this discussion, the presenters will highlight several key examples of content that have shown immense conversion value, including:
- Themed pillar pages, blog posts, and downloads that work in tandem to capture and retain search traffic as well as drive email submissions
- Free educational webinars that drive genuine lead activity and feature content and design that are far superior to anything else available in the rehab therapy industry—as well as carefully planned and executed promotion and distribution of those webinars
- An industry salary guide download that has generated unprecedented top-of-funnel email submissions—and is easily replicable in most B2B spaces