Brock Stechman

When you invest in something, you hope to see a return on that investment, right? Content marketing is certainly no different. According to the Content Marketing Institute, 81% of B2B content marketers think their business’ content marketing efforts are very or extremely successful. However, we all know how tricky it is to quantify content performance.

Increasing organic traffic is the best way to boost your conversion rates. However, moving that needle isn’t easy if you can’t land on the first page of the search engine results pages. According to Backlinko research, the top position on Google’s SERP has an average click-through rate of 27.6%. However, you won’t do too shabbily if you find yourself within the first 10 spots. Source: Backlinko How do you get to that first page to increase organic search traffic?

Content marketing may have a better return on investment than traditional advertising, but as many as 51% of marketers don’t understand how well their content performs. To make the most of your budget and team efforts, you need your content to work for you. Performing a content audit provides insight into which assets are relevant and effective, their alignment to your current strategy, and what to focus on going forward.