Increased traffic and rankings are great. Nobody would turn them down. But if that traffic bounces or doesn't convert, the value of the content decreases.

What if you built your content with conversion in mind from the beginning? What if you took a goal-oriented approach that aligned with business outcomes?

Dale Bertrand, a 20-year search marketing veteran, and Jeff Coyle, co-founder of MarketMuse discuss how to plan content with conversion in mind every step of the way.