Garrett Mehrguth

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Garrett Mehrguth is the CEO of Directive Consulting, an industry leading B2B search marketing agency serving mid-enterprise level firms with industry trusted SEO, PPC, Content & Social. He contributes to Marketing Land, Salesforce, Search Engine Land, Moz, CrazyEgg, PPCHero, Ahref, Convince and Convert, Wordstream, Raven, Local Search Ranking Factors, Kissmetrics, SitePoint, Marin, Acquisio, and more. He has spoken at SMX West, Digital Summit, Share16, 3XE Digital, State of Search, Big Digital, MozCon Ignite, General Assembly, and others.

content marketing ROI and customer journey

Many B2B marketers tend to fall into a “publish and pray” strategy — publish content and pray that it actually does something.

The trouble is that this strategy doesn’t get results.

Even if, by some miracle, a blog post does convert a few customers, there’s no real way to repeat its success, because you won’t know what you did right to get those results.

The good news is that there are proven strategies out there that will get consistent (and trackable) conversions. Here are eight things you can do to make sure your content converts.

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Many B2B companies have annual sales and marketing goals... and consistently miss these. For sales, annual targets can make sense due to the length of sales cycles (however many pros recommend quarterly targets). Marketing success, on the other hand, relies on frequent feedback and constant testing.