The Cutting Room "I'm a champion for content attribution." Melissa Eisenberg of Docusign
How do you define success as a content marketer?
The easy answer is traffic, leads, and sales, but if that's where you stop looking, you're missing a lot of opportunity.
Reducing churn, increasing lifetime value, faster product adoption... while harder to measure, you can feel the impact of these metrics.
This was the focus of my conversation with Melissa Eisenberg, Sr. Content Strategist at DocuSign. Her job at DocuSign is to focus on the post-sale customer experience, which includes creating content that helps new customers be more successful with the product faster.
💬 Some things we talked about: 💬
Knowing what questions to ask when creating attribution models.
Aligning performance metrics to content production.
Creating customer health models.
🔊 These were our favorite quotable moments: 🔊
"What are the right questions to ask? What are they clicking on? What happens after that?"
"Content creation isn't just 'flip a button' then it's on. It's about being more thoughtful of how you're creating this."
"When you evaluate different data that you collect from content, what you're really trying to look at is customer behavior. What are they doing? Are they actually interested in what you're creating? And that type of data will then filter back in and say, 'okay, well, what do we recommend, not just create it, not just measure it, but what do we recommend to a customer at their stage of the customer journey?"
This was an incredibly insightful conversation, and I'm so grateful Melissa took the time to share her wisdom.
In this episode of The Cutting Room podcast, host Tommy Walker meets Melissa Eisenberg, Senior Content Manager from DocuSign - a company that offers eSignature, a number one way to sign electronically on any device from anywhere, at any time. The discussion touches upon the significance of raising the appropriate questions when creating attribution models, aligning performance metrics to content production, and creating customer health models. Melissa has her own content marketing philosophy with a focus on addressing pain points, reducing friction, and using content formats applicable for the target audience. The need for measuring and keeping an eye on the entire customer journey, from the first touch to product adoption and customer success has been pointed out as well. Tune in to acquire insights into effective content marketing strategies and their impact on the business.
In this episode, you will learn the following:
- Content analysis and attribution models.
- Understanding customer behavior drives content creation.
- Content is essential in customer retention.
- Importance of pregame process.
Watch Melissa edit live:
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