Would you keep paying for a product that wasn’t working?
No way, you’d return it or get rid of it!
What about your content marketing campaigns, do you keep paying for something that isn’t working? In this noisy world, it can be a challenge to know what’s working and what’s not online.
Learn how to measure your content marketing Return on Investment (ROI) and how to maximize your success. Stop guessing and starting knowing what’s working and what’s not.
If you’re someone who wanted to know how to measure content marketing ROI this should give you the tools to understand how and where to start.
If you’re someone who hasn’t even thought about measuring your content marketing ROI this is still beneficial for you to read and start thinking about.
If you’re someone who saw this and it piqued their interest but they don’t even know what’s going on, please feel free to skim.
We’ll go over:
Measuring & Analyzing
Just like you need your tape measure for household projects, you’ll need your tools to measure the success of your digital marketing campaigns. There is a brief description of each one, but feel free to click on each one to learn more about what is offered.hg
Google Analytics - a free tool that measures the performance of your website
SEMrush - free and paid version that track your competition and SEO rank
Social Media Insights* - free analytics of your social media platforms
Yes, you really do need to use all of these tools! If you just look at your social metrics you’re not understanding your full digital performance. If you just look at Google Analytics then you’re only getting a glimpse of how your social media affects your website.
*Facebook is linked
Setting Your Benchmarks
You need to understand how your content marketing is currently performing before you set goals. If you’re a business owner and you want to generate sales from your online store, you need to know what your current sales are and where they come from now.
If you’re a local business and you want to rank first in search engines, you need to see your current ranking before you set your goal to be in the number one spot.
For example, you examine your a key product page performance using Google Analytics and realize you’re not getting as much traffic as you thought. You also look at your Facebook posts that you thought would generate traffic to this page and realize the post did get some reach but hardly any engagement.
Some Examples of Benchmark Setting:
Google Analytics - Current traffic to your website
SEMrush - Current SEO rank
Social Media Analytics - Current engagement on each key post
Now you have your benchmarks and tools, let’s create content marketing goals.
Creating Content Marketing Goals
Create content marketing goals that align with your business goals. Your content marketing efforts should work towards key business goals to help you succeed. Think of your content marketing strategy as a circle that constantly cycles through bring in traffic and leading the traffic to performing an action.
See examples of setting content marketing goals:
Business Goals >>>>>>>>>>>>>>>>
Increase sales of a product
Book more discovery calls
Improve rank in search engines
>>>>>>Content Marketing Goals
Implement social media strategy to send traffic to product pages
Build email list and send educational emails to build trust and value
Write 2 blogs a month with topics on keywords
Remember content marketing as a circle? Now think of it as the wheel that keeps this goals turning.
Let’s focus on the first goal of increasing a sale of a product.
For the next few months, you spend 5 hours of your time a month creating and posting social media posts on Facebook and Instagram.
Measure and Analyze
Now we look back on our content marketing efforts and measure it against your benchmarks and goals to see the ROI.
For this step, you need to spend 10-20 minutes looking through Google Analytics, SEMrush, and Social Media Analytics and look through the data to find your results.
For the sample goal of increasing traffic to a key product page by creating a social media strategy, you need to look at the performance of that key page in Google Analytics as well as review social posts that were created to achieve this goal.
We said you spend 5 hours a month creating this social media strategy to increase traffic to the page.
After reviewing that page performance in Google Analytics, you see your pageviews went from 100 views a month to 800 views a month and most of that traffic is new visitors!
Looking at your post performance, your reach increased from 100 to 1,000 and engagement spiked to an average 50 clicks on a post to your website.
Sales from that product page increased by 10% in the last month compared to last year.
I’d say your investment of 5 hours was definitely returned by the 10% increase in sales!
Content Marketing ROI Final Thoughts
Depending on your business model, it might be challenging to set content marketing goals initially. You might even feel overwhelmed by the thought of digging into the digital world.
I want to challenge you to set content marketing goals as big or as small as they might seem to get started. From something as simple as increasing Facebook followers and increasing overall site traffic. Set your benchmark of what your current followers and site traffic is today and measure the growth. Don’t underestimate the power of growing your audience.
Once you start measuring your content marketing ROI, you’ll fully understand the power of it and it will motivate you to increase your investment!