How to Get a Better Handle on Who Is Reading Your Content

Writing amazing content isn’t worth much if you don’t know who is reading it, why they’re interested, or whether or not you’ve hit the mark.

To answer these questions you need to work to get a better handle on who is reading your content. Only then will you be able to respond to those insights and create blog posts, articles, infographics, and lead magnets that really resonate with your audience.

To start, let’s dive into some of the best tools you can use to better understand your readers.

Four Tools to Give You Better Insight Into Your Readers

There isn’t one tool that will solve all of your content creation and management needs, which is a bummer. Click To Tweet Instead, you’ll need to mix-and-match tools until you find a blend that gives you a perfect picture of who is visiting your site, what they’re reading, why they’ve visited, and what you can do to optimize their experience. Here are four of our favorites.

Sumo Content Analytics

How They Describe It: “If you have a blog, you probably think your visitors read your blog posts all the way through. In actuality, you have NO idea how much of your content people are actually reading. With Content Analytics, you can see exactly where your readers stop reading.”

One Key Value It Provides: The ability to view real-time feedback in terms that content creators understand. It’s designed with content in mind and isn’t filled with confusing and unrelated features.

How Much It Costs: Range of options depending on your size.

Where to Get It: Here

Bitly OneView

How They Describe It: “Free yourself from spreadsheets and silos by building an intuitive dashboard for the links you already use. Bitly OneView tracks your customer’s experience on every link and every channel, making it easier than ever to drill down into campaigns or channels from a macro and micro level.”

One Key Value It Provides: The ability to track every click from every one of your readers, regardless of whether or not they’re on your blog.

How Much It Costs: Range of options for enterprise customers.

Where to Get It: Here

Looking for a way to not only understand your readers but to provide them with lead magnets that they’ll enjoy? Subscribe to get our guide to picking the perfect lead magnet topic.


How They Describe It: “See exactly how many people are on your site right now and how they found you. Quickly compare historical statistics and see what keywords, locations, referrers, tweets, languages, etc. are driving traffic and behaviors on your site, all filterable by behavior tags.”

One Key Value It Provides: You can watch what your readers are doing on your site, including what they’re clicking on and viewing, in real-time and in recorded historical sessions.

How Much It Costs: Starts at $10 per month.

Where to Get It: Here

Google Analytics

How They Describe It: “Get stronger results across all your sites, apps, and offline channels. Google Analytics Solutions offer marketing analytics products for businesses of all sizes to better understand your customers.”

One Key Value It Provides: A classic analytics package that can track anything and everything you throw at it, including many things you wouldn’t realize are trackable.

How Much It Costs: Typically free for the basic package.

Where to Get It: Here

How to Create Personas Based on Reader Behavior

If you use these tools, you’ll begin to see patterns and different types of readers show up.

You’ll notice that some readers dive into a topic and read everything about it. In the meantime, another topic attracts the same number of page views, but the readers only ever read one article and then bounce. These sorts of patterns will inform the personas you’ll create.

Why Personas Are Important

Traditionally speaking, personas are at the root of all marketing efforts. That’s because they help marketers (which includes content creators like yourself) take a large audience and picture them not as a mass of numbers and statistics, but instead as individual people that are representative of the whole population. That’s as true for marketing in the days of Mad Men as it is for content marketing today.

One of the better explanations for the role personas play comes from HubSpot, “Personas are fictional, generalized characters that encompass the various needs, goals, and observed behavior patterns among your real and potential customers. They help you understand your customers better. Creating personas allows you to segment contacts, assign them to workflows, and import contacts with a persona.”

How They’re Typically Created

Personas are typically the result of marketing agencies convincing clients to spend thousands of dollars and weeks of time interviewing customers, people in the market, and people who used to be in the market for what you’re offering. We’re not going to suggest that you do that, since most people don’t have the financial resources needed to pursue such a broad research project. Nor do most people have the time.

Instead, we recommend a DIY approach. You could use the previously mentioned resource from HubSpot, or any number of similar persona creation techniques. The root of all of these is asking a number of questions about your readers and trying to figure out the types of people that are consuming your content. The questions will inform the key parts of your reader personas.

Want to go beyond great reader insights and turn it into action? Find out how you can create lead magnets that resonate with your exact readers in this guide.

Key Pieces of Every Persona

Personas are flexible, meaning you can put anything into them you want. Some people like to include things like the cities people live in, their favorite places to go on vacation, or the sports teams they like. While these details can be fun to add, make sure they’re relevant to your industry. While it’s fun to know that your persona likes to bake bread, it’s not really relevant if you’re selling heavy equipment. At a minimum, however, are three things that you need to include in every persona.

First, you’ll want to include the interests of your readers. These don’t need to necessarily be wrapped up in your industry and what you’re offering, although that’s great if you have the data to back that up. Instead, you’re looking for interests that you can reference in the content you’re creating since it will create a sense of community.

The next thing you’ll want to include are the goals that people are focused on. These should be at least somewhat related to what you offer, but on a broad level, they should be the goals that your readers care the most about. This could be their business goals, their personal goals, or the goals they have for their team.

Once you have the goals written down you should take the time to figure out what’s stopping them from reaching their goals. These are the challenges and they are as varied as the goals are. This is arguably the most important part of the reader personas since it provides great fodder for your editorial calendar. If you know that one of the key challenges your audience is facing is that they aren’t able to retain their customer base after a few months, then you can write an article about customer churn and retention and have a reasonable expectation that it’ll be successful and well-received.

In our opinion, you should put the most focus on the Goals and Challenges sections of the personas, since that will provide you the biggest bang for the buck. The rest is still important as a framing mechanism, but these last two parts will pay dividends for months to come.

The Basics of Design When Creating Content

Creating a successful lead magnet is about more than just coming up with the perfect idea, pulling from your old blog posts, and sharing it with your readers. It’s also about design. Unfortunately, that’s easier said than done, as many of us are not professional designers. To help you avoid some of the more common design mistakes when it comes to creating lead magnets, we’ve got some very helpful tips for you.

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Picking a High Conversion Topic for a Lead Magnet

Picking the right topic for your lead magnets isn’t easy. You don’t want to pour your heart and soul — or, more importantly, your time and money — into a lead magnet only to have no one even click on it.

Of course, you could look for inspiration elsewhere, but that’s only going to get you so far. After all, you can’t just rip off someone else’s idea.

At the end of the day, picking topics for your lead magnets is all about conversion and the potential conversion rate that every lead magnet topic has.

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Content Marketing 101: Why Every Blog Post Needs a Lead Magnet

We’re committed to making sure you’re prepared to generate new leads using content marketing. We don’t want you to be stuck in the 70% of marketers who are ineffective at using content marketing, per Hubspot’s latest statistics.

To start, we want to help you get your head around lead magnets, why they’re important, who should be using them, and how to get started with lead magnets as soon as possible – preferably today.

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Why You Must Promote Lead Magnets Outside of Your Site Too

Promote lead magnet

Here’s a common mistake I see marketers make when promoting their lead magnets:

They think that since they created an eBook or a content upgrade to generate leads from the site, then, naturally, they resort to only promoting it there.

They create relevant calls to action, build landing pages, and use a multitude of strategies to drive traffic to them.

But in the process, they greatly miss out on many incredible (and simple) lead generation opportunities.

So, in this post, I decided to discuss why you absolutely must promote lead magnets outside of your site.

And then, show you a couple of simple opportunities to do so.

Ready? Then let’s do it.

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Lead Nurturing: How to Engage and Nurture Readers of Your Lead Magnets

lead nurturing with lead magnet CTAs

Lead nurturing is so tricky, isn’t it?

After all, it’s relatively easy to get someone onto the email list. But how do you engage them, and ensure that they move deeper into your sales funnel?

That’s exactly what I’m going to help you with today.

I’ll show you what types of calls to action to create within your lead magnets to nurture your leads and move them deeper into your funnel.

Intrigued? Let’s take it from the top then.

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How to Make Your Call to Action to Really Stand Out on a Page

How to make call to action to stand out on a page

Let’s face it – the success of your lead magnet (and your entire lead generation efforts) greatly depends on whether visitors can notice your calls to action.

After all, it doesn’t matter how great your ebook might be or what useful information you’ve packed into it…

it will still fail miserably if no one spots, and acts on its call to action.

And in this post, I’m going to help you overcome just that.

I’ll show you 3 super-simple ways to ensure your lead magnet call to action will truly stand out on a page. And what’s great about them is that they don’t require any hard work or special skills to implement.

Intrigued what they are? Then let’s get cracking.

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How to Design a Lead Magnet That Will Engage Readers From the Get Go

lead magnet design

You may not have realized it yet, but your lead magnet design affects its conversions too.

In fact, whether someone will want to engage with your company after reading your eBook or content upgrade will largely depend on the information it contains BUT ALSO, on how you’ve presented it.

So far, I’ve shown you various strategies to improve your lead magnet’s content, drive more traffic to it, and boost its downloads.

I think it’s about time we look at how you could make your lead magnet more visually appealing.

So, in this post, I’ll show you a couple of design tricks that will help you boost your lead magnet’s engagement.

Intrigued what they are? Then all you need to do is keep on reading.

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