How Content Can Increase Conversions: A #CMWorld Chat with Patrick Delehanty

As a marketer, you put a lot of time and effort into your work. It’s been reported that content marketing brings in conversion rates six times higher than traditional marketing. How can our content contribute to a positive experience for our audience? How can we then convert people into leads and leads into customers?

Patrick Delehanty, Marketing Manager at Marcel Digital, helped our community dive deeper into the world of conversions. And Delehanty knows his stuff. He is currently the most endorsed Moz community member, after all.

What follows are highlights from Delehanty’s #CMWorld Twitter chat.

Should you track conversion on every piece of content you produce?

A1: (1/2) Not necessarily – relevancy is the primary goal of every piece of content I create or recommend. If there is no relevancy, there won’t be a conversion. Speak to the needs or pain points of your target audience, always. Conversions will come if you do your job! #CMWorld

— Patrick Delehanty (@MDigitalPatrick) January 30, 2018

A1: The primary goal of content marketing should be to educate your buyers and encourage them to consume more of your content so they can find the answers they need to the problems they have. Getting someone to click or fill out a form means virtually nothing. #CMWorld

— Cassandra Jowett (@cassandrajowett) January 30, 2018

A1. Yup conversion is our primary goal. Thats why we have tracking links for each piece we share. Traffic is our secondary goal. #CMWorld

— Pragati Basu (@PragatiBasu) January 30, 2018

A1, we don’t track everything from a conversion (form fill) standpoint. But we do track the analytics on all content that we produce. #CMWorld

— Jim MacLeod (@JimMacLeod) January 30, 2018

Where would you advise someone new to conversion optimization to start?

A2: (1/2) A thorough @googleanalytics audit to make sure your data is being tracked properly and installing @hotjar to take that data a level deeper with visuals. Both are invaluable and will give you so much insight to how users are actually engaging your website. #CMWorld

— Patrick Delehanty (@MDigitalPatrick) January 30, 2018

A2: (2/2) If you’re not there yet, consider hiring a CRO expert to get you off on the right foot. There are tons of great agencies out there! Focus on business / audience goal alignment – this will help better inform messaging, content, layout, and conversion points! #CMWorld

— Patrick Delehanty (@MDigitalPatrick) January 30, 2018

A2 *broken record sound* Learn as much as you can about your (targeted, focused) audience and that will inform where you need to focus your efforts (key words, SEO, etc.). Understand not just what they buy and when, but how, why. #CMWorld

— Mike Myers 🤠 (@mikemyers614) January 30, 2018

A2: To start, you need to measure. That’s where you start. #CMWorld

— Lane Anderson (@Lane_Anderson) January 30, 2018

This #CMWorld chat provided great discussion! Want to see a complete list of tweets from this chat? Check out our Twitter Moment. If you’re interested in learning more about conversions, we have a track for that at Content Marketing World 2018! Register with code SM100 to save $100 at checkout.