Taken from Demand Metrics Content Marketing Stats infographics[/caption]

Your Best Content Will Drive More Conversions

Not surprisingly, people are most likely to visit your company’s blog or website after seeing quality and engaging content you’ve posted.

They are also significantly more likely to perceive your product as one that will provide them with real value and help them solve the challenges or problems they are facing, after reading content that has given them real value.

This means that when a potential user reads a high quality piece of content you’ve created that is relevant to them, the higher the likelihood that they will convert into a quality lead. Your most high performing content can also become your most valuable as it will be the trigger for your best converting landing pages.

While almost every successful blog tries to capitalize on this knowledge by adding their product’s call to action in the blog (see Buffer for example), most companies don’t take it far enough in terms of optimizing their content into a full fledged landing page.

The starting point of this method is to find your content that is already highly engaging, then getting a lot of shares and backlinks, and finally converting into a landing page that you can fully dedicate to more product signups.

How to Find Your Best Content to Turn Into A Landing Page

The best part about this method for creating high converting landing pages is that it’s based on what already works, and not on assumptions based on keyword research. This means you can easily target a topic and value proposition more efficiently from day one.

But how can you find what is your best content? Metrics will always tell the story.

What I love about metrics, is that they keep you honest. They show you exactly what is working and what’s not. No sentiment, ego, or opinion takes the place of giving you the best result.

There are 3 great tactics to figure out which content should be used for landing pages:

Know your analytics Social proof Based on previous conversions

Using Google Analytics To Find Your Best Content

If you’re not familiar with Google Analytics, you can start your journey here or here.

There are 2 ways you can use Google Analytics to find your best content:

1. Discover your best performing landing page:

Step 1: Log in to Google Analytics

Step 2: From the sidebar click on Behavior -> Landing pages

Step 3:

On the top-right of the page you will have the option to change the dates that your analytics currently covers. You’ll want to select the last three months (depending on the frequency of your posts).

The reason you want to set the date for the last 3 months is because if you only look at the past week, or even month, your analytics will most likely reflect a recent content promotional effort and not its overall performance. It is more likely that in the most recent content you published and promoted, you will have better performance metrics distorting your data, than your long tail keywords that have been published a year ago.

On the other hand, you don’t want to exceed the last 3-6 month period because you want to make sure the topics are still relevant and performing well. To find your evergreen content, which can be just as valuable, set the analytics frame to show you the past 12 months and see what remains popular over time.

Step 4

On the second half of the page under the graph, you will find a list of webpages (blog posts for that matter) through which people entered into your website, ranked by popularity. Choose the top 10-20 performing blog posts, and turn them into landing pages (keep reading here to learn how).