As many as 90% of companies use content marketing as part of their inbound strategy, but less than 50% feel that their content marketing efforts are effective.
Do you feel confident about the effectiveness of your content? If you don’t, consider how you’re measuring its success. If you’re not measuring anything at all, it’s no wonder you don’t feel confident! But you can rest assured that you’re not alone – only 27% of content marketers are effectively tracking their content marketing metrics.
Captora created an infographic that introduces content marketers to measuring and understanding their ROI.
Brought to you by Real-Time Content Software by Captora
With all the clutter on the internet and social media, attracting an audience is often an uphill battle. That’s where content comes in – if you produce great, engaging content, people will notice and your audience will grow. The next question is – what is your content doing for you?
The first thing you should consider when creating a content strategy is your goals. After all, how can you measure the effectiveness of your content marketing if you don’t know what you’re trying to achieve?
Your goals, whether they are to generate sales, drive website traffic, increase brand awareness, or engage your audience, will point you in the direction of what type of content to create, who to create it for, and what metrics to track.
Types of Content
Content that requires a low time investment on behalf of the user drives the most ROI. According to Captora’s infographic, this includes quick content such as customer testimonials, case studies, and blog posts. Content that can be consumed at a reasonable cost also often results in a higher ROI. Who would have though that “cheap” and “easy” would be so effective?
B2B Lead Quality
It’s one thing to generate leads, but it’s another thing entirely to generate quality leads. Say the free trial of your new software package generates 100 leads, but only 5 of them are high quality leads that are likely to convert. Chances are those 5 high quality leads won’t recoup the cost of giving out 100 free samples.
Not sure whether your content is generating quality leads? This article Marketing Land explains how to generate quality leads using content marketing.
What Metrics Should I Track?
The metrics you track should always be tied to your goals. If you use Google Analytics, the Behaviour section of your Analytics dashboard is a goldmine of useful information. Check out this article from Social Media Examiner on how to use Behaviour reports to optimize your content.
You should also pay attention to your Acquisition metrics. They’ll tell you where your traffic is coming from, which can point you in the direction of different channels of promotion. If most of your traffic or qualified leads are coming from a specific platform, consider investing some of your promotional budget in increasing your reach that platform.
Captora’s infographic indicates that content marketing results in more conversions, including website conversions, email marketing click-through-rate (CTR), and creating marketing-qualified leads. A conversion can be anything from downloading a white paper to actually purchasing a product, but they should always be tied to your goals.
Setting up conversion tracking is often the first step to tracking your ROI. If you use Google AdWords, you can define a number of possible conversions, such as when someone clicks on a “download” link or when someone completes a purchase. Here’s a guide on how to set up AdWords conversion tracking to get you started.
If you find that your content isn’t driving as many conversions as you would like, this article from Forbes gives you gives you some tips on how to optimize your content marketing for conversions.
87% of content marketers distribute their content via social media. Ultimately, when and how often you share your content will be up to your audience and when they are the most active. But generally, the content you share on a Saturday will receive more social shares than any other day of the week.
Easy As Pie
Determining your content’s ROI isn’t as hard as you might think! It’s largely a matter of setting goals, monitoring your progress towards them, and understanding your audience.
If you’re having trouble measuring your ROI, an expert like Nolan Wilson Freelance can help.