Being a content marketer, measuring the return on the investment of content marketing efforts gives a better sense of content contribution to the business’s bottom line. By tracking the content KPIs frequently, you can measure the ROI of the content marketing program. As per the content marketing institute, 21% of marketers said they successfully measured the ROI of content marketing. Most people don’t know what a successful content marketing program seems like. So, read the blog and understand how to measure the success of content.
Importance of tracking and measuring ROI
Tracking or measuring the ROI is important for a successful business. This is the most reliable and effective way to decide which works best for your business. Some factors are worth monitoring, for example, your expenses, sales, website visitors, subscriber number, etc. You can’t tell which strategies work for your business without measuring the business process. Measuring a business’s ROI helps improve money management and gives peace of mind. Measuring ROI helps to enhance employee performance, identifying the problems and opportunities for growth. This is how tracking ROI is necessary.
Tips for analyzing your content marketing campaign:
Providing the ROI for content marketing can be tough. Here we compiled some common content marketing goals and KPIs used to measure the success rate.
- Brand awareness
Creating brand awareness is the biggest goal of content marketing. Increasing brand awareness is the top priority for every business. Although measuring the direct revenue is tough, you can track the progress report through Blog views, direct web traffic, social sharing and following, and returning website visitors.
- Engagement of audience
Once you are done with the brand awareness, the next step is to get the audience and let them engage with your content. Brand awareness helps people to be familiar with the brand. The engagement of the audience helps you to get a better understanding of how people feel about the brand.
When a business engages with the audience, they can better learn about their likes and dislikes. To measure the audience’s engagement, you can try multiple ways, such as social media sharing and blog comments. You can also measure audience engagement by using CTA, Tracking the conversion rate of the landing page, website bounce rate, and website page views.
- Consider the website traffic
Audience engagement and brand awareness are the biggest ways to measure content marketing efforts. Increasing website traffic is another method to check the sales rate and visitors. To check whether the content is performing well in the market, look for the following metrics: new Vs. Returning visitors, keyword ranking, unique visits, and onsite engagement.
- Improve the blog views
The funnel-focused goal of improving blog traffic is interlinked with specific KPIs. Measuring a blog’s success is possible using the following techniques: Blog visits per month and keyword rankings, social sharing, returning Vs. New visitors, CTA, and engagement metrics.
- Generating leads
85% of marketing experts say generating a
lead is the biggest business goal. To measure how well the content is working for lead generation, you want to track the metrics, for example, CTA (Click through rates), Notice the conversion rate on the landing page, and go through the rate of conversion leads to customers. Also, count the leads generated per month.
- Visible search engine
Getting your content rank on the first page of Google is always the goal when writing a new piece of content. To track the progress toward the goal, remember to look at the keyword ranking once per quarter. It is recommended to check the reports for at least one month. Alternative metrics you can look for are counting the unique website visits and website traffic from the organic search.
- Enabling the sales
All the above-discussed factors are great for tracking the success of content marketing. Content marketing is one of the biggest valuable tools for generating leads through the inbound marketing funnel. Here you can turn the visitors into your leads and make them your customers. To track your success, monitor the following metrics: cost per lead, contract size, length of the sales cycle, and sales conversion rate.
- Consider upsells and retention
Improving retention and driving upsell is the goal of content marketing. In this competitive world, every business wants to delight its customers. When your customers are happy with your services and products, they will recommend them to other people. This helps to build trust and also improve retention. For measuring the success of content marketing, count the customer retention rate, revenue from upsell, and percentage of customers who visited twice and thrice.
Now you know how to measure the success of content marketing efforts, it is time to measure your success and report the metrics monthly or once every 6 months. For the best support, you can reach out to Mayriya.