In a recent story about Contently’s acquisition of Minneapolis-based tech firm Docalytics, Contently CTO Dave Goldberg asked the billion-dollar question:
“Brands spend a remarkable amount of money each year creating dark assets like white papers, slideshows, pricing worksheets, and sales collateral. … But once these assets make their way to download folders and inboxes all over the world, they are essentially lost. Are people actually engaging with—and sharing—those assets?”
When you think about the enormous amount of time, money, and resources needed to produce print-based marketing collateral, it’s pretty shocking that—until now—there’s been no real way to track how those materials are performing, or to optimize them to drive better ROI. That’s why this week we’re excited to announce the official launch of Contently Docalytics.
Fueled by the powerful combination of Docalytics’ technology and Contently’s award-winning analytics offering, Document Analytics is the only product available that allows marketers to turn downloadable content into dynamic, trackable web assets that can be analyzed and optimized for better results.
Contently clients who upgrade to this feature will not only be able to learn about whether a prospect or client has downloaded a piece of content, but also gain an in-depth understanding of how they are interacting with it, thereby driving true data-driven decision-making to improve marketing efforts.
How it works is simple.
Contently users can upload downloadable documents like PDFs, PowerPoint presentations, and Keynote decks into the Contently library. Those assets (like the latest issue of The Contently Quarterly) are then accessible in a web-based viewer, which is easily shared with prospects and clients. This brings your downloadable assets into one central location, next to all of your stories and blog posts.
With version control, you’ll be able to make sure your sales team and customers access only the most on-brand and up-to-date content, easily updating assets across campaigns as changes are made—all while using the same URL.
Most importantly, you’ll be able to track what content users engage with the most, and why, with page-by-page engagement breakdowns that give speciﬁc information on what users are interested in and at which points they aren’t engaging.
This allows you to learn from your content—to create more of what works and less of what doesn’t—and to improve results, repeatedly, across campaigns.
Future iterations will include powerful lead-capture forms and analytics to help your sales and marketing teams better leverage your content.
If you’re a Contently client, feel free to reach out to your account manager to see if you’re eligible to upgrade to Document Analytics. We look forward to hearing from you!