Content Marketing Week - Win #3

Understand how well your blog readers convert

Value:

By understanding how well your blog converts in comparison to other types of content, you’ll know whether to invest more or less of your resources into it.

You invest a lot of resources in your blog, from hiring writers to paying for SEO services, so it’s important to know how well those investments pay off. Oribi makes it super simple to find out how well your blog (and other types of content) perform through Event Correlations.
First, ensure you’ve created a Magic Event that includes all your blog pages. If you haven’t done that yet, check out Win #2. Then follow the steps below to create an event correlation and see how much more (or less) likely consumers of your content are to convert.
Step 1:
Create an event correlation for your blog.
In the Event Correlations section of Oribi, click Create a New Correlation.
Content Marketing Week - Win 3 - Step 1 Image
As the Magic Event for your blog is a group of page visits, ensure Visit the Page is selected in the top dropdown. Choose the correct Magic Event from the dropdown list.

In the second row, choose the appropriate selections for the conversion you’re interested in. It may look something like this:
Content Marketing Week - Win 3 - Step 1 Image 2
Give your correlation a name, personalize your text if you’d like, and click Save. You’ll now see the correlation between the two events, comparing the behavior of all the visitors who read your blog to those who didn’t. This feature compares different sessions and also takes order into account; that is, if someone visits your blog and then converts, it’ll count as a correlation, but not the other way around.
Step 2:
Create event correlations for other content buckets.
In order to gauge how well your blog performs, you’ll want another event correlation to compare the results on blog performance against.
For example, you could create another event correlation that shows how much more likely visitors who download your ebook are to book a demo than those who don’t download the ebook. Compare this result to the correlation you created for your blog. If visitors who download the ebook are 3x more likely to book a demo, but users who visited your blog are 2x less likely, you may want to invest more resources in creating other types of ebook content. Just remember—when comparing, keep the conversion the same between correlations.

What’s next?

Check for anomalies in your blog. If your blog converts well overall, see what posts may be an exception, then try to understand why. See if the posts share any common elements: layout, theme, article type, images, etc. If you can spot a common thread between posts, it may be an indicator that you should avoid creating similar kinds of posts.
If you’re not sure what sorts of content to compare, head to Win #4, where we’ll compare whether short blog posts convert better than long ones.