New data fills gaps in content analytics
NEW YORK – Contently announced the launch of Document Analytics, a first-of-its-kind content measurement tool that allows marketers to track engagement across sales enablement and marketing collateral.
Contently launches Document Analytics, giving B2B marketers data on downloadable content!
Document Analytics expands Contently’s existing web analytics and content recommendation tools to downloadable assets like case studies, sales presentations, and e-books. This highly valuable data has until now been difficult, if not impossible, to track and optimize.
“The amount of resources brands invest in creating and promoting downloadable content with almost no ability to measure performance is astounding,” said Contently CEO and co-founder Joe Coleman. “Document Analytics will allow marketers to optimize content to capture and convert more leads. But what’s more exciting is the number of strategic decisions that this new universe of data will help inform.”
“Document Analytics has helped us to not only improve the quality of our e-books and white papers, but also to optimize our entire lead generation strategy,” said Chauncy Freels, marketing analytics lead at Microsoft. “This ability to strategize based on proprietary Document Analytics data was truly groundbreaking.”
Document Analytics’ key features will allow brands to optimize every level of their sales and marketing funnel, including:
Closely tracking downloadable content:
- Page-by-page engagement analytics
- Heat maps that show exactly where readers click, hover, share, and skim
- Flexible analytics dashboard with built-in optimization recommendations
- Analytics on social shares that show how content is resonating across different networks
Generating, capturing, and converting more leads:
- Dynamic web-based PDFs
- Integrations with marketing automation, CRM, and email marketing platforms
- A/B testing even after an asset has been downloaded
- Easily embeddable lead capture forms that can be placed anywhere in the document—thus optimizing for high-quality lead capture
Efficiently managing documents at scale:
- One centralized location for tracking, managing, and optimizing content production and performance
- Version control to optimize, correct, or tailor content after publishing
- Pre-populated text for social sharing
Read the full story of Document Analytics here, and what it means for enterprise B2B marketers like Microsoft here.
About Contently
Contently is a technology company that helps enterprise companies create results-driven content by providing them with smart technology, vetted creative talent, and proven methodology. Visit contently.com for more information. Visit contently.com/strategist for trends and insights on the content marketing industry.
