Why and How Marketers Measure Marketing Content ROI?
Content Marketing is by far marketers’ favorite practice, yet many still don’t know how to accurately evaluate its Return On investment (ROI).
As a matter of fact, the Content Marketing Institute has stated that most marketers ignore what a successful content marketing plan is made of.
Therefore, it does not come as a surprise that marketers want to get the best out of content marketing.
If you browse the internet and scroll down through the answers to the query “Marketing Content ROI,” many marketing experts will try to come up with different ways to boost your ROI—from using complex mathematical formulas to resorting to analytical tools (e.g Google Analytics)
It’s crystal clear: if you shift your focus to producing and sharing high-caliber content, your ROI on content marketing will be irreproachable.
So, don’t let the “numbers” aspect of it intimidate you, because each strategy differs from one company to the other.
Web content comes with so many benefits and positive repercussions on the referencing of a site. In fact, a relevant content contributes to building the brand image, reach new audiences and even convert them into paying clients.
So, it is safe to say that website traffic is vital for both B2B and B2C content marketing.
First things first, what is Content Marketing ROI?
The answer is too obvious, most of you might think. Yet, some businesses still struggle to grasp the whole content marketing ROI thing.
By definition, it represents the percentage that tells you how much revenue you generated from your marketing content compared to what you spent.
In marketing we tend to think of ROI as a metric that automatically translates into hard numbers, which it is!
After all, when it comes to understanding the performance of your business’ activity you need NUMBERS — such as costs, gains and revenues
Nevertheless, when marketers speak of content marketing ROI this notion takes a particular turn.
Due to its numerous “soft” benefits—those that we cannot quantify— it can get quiet laborious at times to measure marketing content ROI. To cite a few of the advantages we enjoy from “Soft” content marketing:
- Builds brand awareness
- Helps you position your business as a leader in your industry
- Increases your search engine visibility (SEO)
This being said, you need to evaluate the channels which drive clicks to which articles content, and which articles convert leads into paying customers.
As digital marketers, transparency is in our DNA. Hence, it is our duty to share with you the challenges we encounter while dealing with marketing content ROI.
The difficulty to accurately determine whether it was “Soft” or “Hard” content that turned a lead into a paying customer must be the top challenge.
Then, comes the struggle to monetize our top-of-the-funnel content: the content that serves to build brand awareness and educate our target audience.
Our experts have thought of some tips for you on how to measure the ROI of your marketing content by using Google Analytics and Excel.
- Rely on organic traffic to keep track of your audience’s engagement through entrances to your content.
- Resort to Google AdWords to determine the Cost-Per-Click for the primary keywords you use in your content
- Increase organic traffic via the Cost-Per-Click for those keywords, and do the same for all your content.
- Forecast and extrapolate the retrieved data in excel in order to calculate the linear trend line.
This simple analysis is not to be underestimated as it takes into consideration concrete numerical data to provide you with an overview of your content investment.
Why Content Marketing ROI Is particularly relevant?
- Not expensive — Unlike other marketing investments, it doesn’t require much money or time to come up with new and engaging content for your brand. literally speaking, you can dedicate one hour or two on creating a blog post or a video, and sit back to watch the results.
- Lasts longer—The content you decide to share on the web will stay there and continue to generate value as long as you let it.
- Compounding effects — As long as you keep investing in your “soft” content marketing, you will keep attracting more audiences
As marketers, we attribute a big importance to our community’s behavior towards our content— who’s seeing it and what’s their feedback. If you’re just starting to use the marketing content ROI, our advice to you is to regularly test some of the metrics we laid out above, and decide which one works best for you.
To sum it all up, what you should retain from everything we just said is,
- If you are seeking prompt results, it would be smart of you to consider pay-per-click (PPC) search campaign on Google.
- Yes, Content Marketing is measurable and profitable.