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Content testing has certainly come a long way. From technology to better analytical skills on content and marketing teams, the level of content testing has moved on up and with good reason: How else would teams be able to tell if their content is even working. To discuss that topic further, I chat with Erin Del Ponte, a marketing executive who is a steward for accurate attribution and incrementality of investments.
Join us for Episode 682 of “The Business Storytelling Show” to find out how to level up your content testing.
When it comes to testing, there are certainly different roads to the destination.
- Technological – use software to look at what has a chance to work pre-publication or post-publication.
- Content creation – just trying different things is a form of seeing what works. I try this kind of content type and see. Then I try another or update what I did previously. A look at the numbers reveals what’s a hot and what’s a cold strategy.
- Workload – Everything in marketing takes time and skills. So consider who should handle this important task. Does it fit into another job, or should it be a dedicated role when the team is large enough?
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