As a tech marketer, we know you’ve worked damn hard to produce all of your company’s white papers, case studies and videos. But are you confident that your website visitors are finding the content they need, when they need it? Or do all of your downloads live within a single (and probably hard-to-navigate) resources section on your site?
According to Demand Gen Report, 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. Ring Lead found that 85% of B2B marketers say lead generation is their most important content marketing goal. From this, it’s clear that high-value content deserves more prominence on a tech company’s website than it normally gets.
Luckily for you, it’s easy to bring your best-performing content out of hiding and let it shine throughout your entire website. It’s as simple as:
- Creating a list of your current content offers
- Figuring out which pieces are performing the best and
- Mapping those offers to relevant pages within the new site
(Oh, and while you’re at it, go ahead and delete content that’s clearly out-of-date…no one wants to listen to that webinar for “new” technology from five years ago.)
Need some inspiration on exactly where to put specific types of content? Here are our favorite places to cross-promote content on your existing website:
- Blog Posts: Have a whitepaper that talks about the same general topic as a blog post, just in more depth? Insert a CTA graphic at the end of your blog post directing visitors to the gated whitepaper download.
- Sidebars: A sidebar with just navigation is a waste of space. On your services pages, use this real estate to link to a case study that showcases your capabilities in that specific area.
- Homepage: Don’t go crazy featuring multiple resources here, but feel free to promote an upcoming event or webinar that has a “limited time feel” to it.
- Pop-up: If you have a pillar page with lots of on-page text, create a pop-up form that triggers on 50% scroll asking the reader if they want to download a PDF version.
As a recap, your top-performing content should always be front and center on your website, and there are a number of ways to implement that. We hope as soon as you’re done reading this blog post you dive into your analytics platform and start analyzing your content! Want to hear more helpful hints and see what other tech marketers think on hot-button topics like content creation? Download our 2019 State of the Industry Report.