What is Content Marketing ROI?
Return on investment (ROI) in content marketing refers to the amount of money you spend on content marketing compared to the amount of money you make from your digital marketing agency’s efforts. The return on investment from content marketing isn’t always instantaneous, since it might take many months for your content strategy to show benefits. Even if it isn’t immediate, it may have a significant influence on a company’s success.
Let’s look at how to analyze and improve ROI while creating a content marketing strategy.
How to Measure ROI
It’s critical to determine which content marketing metrics, or key performance indicators (KPIs), you should be measuring as a content marketer in order to assess the effectiveness of your content strategy. Consider the following scenario:
- Are you primarily concerned with raising brand awareness? If that’s the case, you might want to focus on website traffic.
- Are you looking to rank number one on Google’s search engine results pages (SERP) with your blog post? If that’s the case, keeping track of your keyword movement should likely be top of mind.
- Are you looking to see assisted conversions from your marketing efforts? Keeping an eye on your content’s conversion rate could make the most sense.
Whatever content marketing success indicators you use, your company’s content strategy should be tailored to your bigger business objectives.
It’s also important to remember that engagement and ROI are not independent measurements, but they do have a big impact on each other. We recommend developing a robust process to identify all opportunities to test the length of your content piece, the number of calls to action (CTAs) within the blog post, and the total time spent on the page to see if any of these factors have an impact on your organic traffic, assisted conversions, or keyword rankings. You may start to get a better picture of your total content ROI by looking at how such adjustments effect your metrics.
When calculating the return on your content development, keep in mind that success is relative. The competitive landscape for content marketing, like any other marketing channel, is continuously evolving, therefore it’s critical to regularly review your content performance and discover areas where you can experiment to see gains.
How to Improve ROI
Use content to support your key converting pages, develop more quality material that converts, and making sure your other channels are maximizing the value of your blog’s qualified visitors are just a few methods to boost your content marketing ROI.
Use Your Content Strategy to Support SEO
You must first assess how your existing content strategy is assisting you in achieving your overall organic growth objectives. Consider how you can use your content marketing strategy to support your main revenue-generating or converting pages.
If one of your top-converting sites is ranking toward the bottom of page one or on page two for a related keyword, you may want to use your content marketing approach to create authority around it and link back to it. You’ll be able to achieve a higher return on investment for your content marketing campaign if you use your content strategy to boost visibility and boost traffic to your main revenue-driving or converting pages.
Create More Content That Converts
Take a look at your top-revenue-driving or top-converting blog pieces if you want to boost your content marketing ROI with a direct effect from the blog. These might lead to discoveries that can be used to convert related issues. Perhaps your best-performing themes satisfy a middle-of-funnel content requirement for your audience, resulting in higher conversions. In such instances, increase your content marketing ROI by including more middle-of-the-funnel material in your tactics.
Make Sure Your Other Channels Are Set Up For Success
The quality traffic that any content marketing plan offers to your website is a key benefit. You’ll have a far larger remarketing pool of prospective customers/leads if you populate the top of the funnel with individuals seeking information about your products or services. To optimize touchpoints and enhance your content marketing ROI, make sure your other digital marketing channels are set up for success.
A user may, for example, find your blog organically through a search query. You’ll miss out on pushing that individual through the funnel if your paid media social plan isn’t set up and retargeting to that same individual through an Instagram ad.
To set your content strategy up for success, you have to set clear goals. Let’s start by identifying several metrics you can use as benchmarks:
- Website traffic by source/medium
- User behavior, such as time on page or bounce rate
- Impressions and click-through rate (CTR)
- Lead generation
- Keyword rankings
You can observe how your approach is doing at any given time and how your performance metrics evolve over time by generating benchmarks. You should constantly keep an eye on your competition while examining your data. Turn your attention away from industry-wide benchmarking and onto benchmarking versus your top competitors. Make sure you know how much social evidence or search results they have so you can foresee your path effectively.
For instance, if you’re looking at a number of leads, anyone can do that, so dig deeper to better understand the customer journey and strategies that have impacted growth. Ask yourself and your team questions such as:
What percentage of your organic search leads become purchasers?
How many “high-quality” leads result in a sale?
Can Your Content Marketing Strategy Make You Money?
Is there a quick answer? Yes, indeed! That said, it isn’t always immediate or straightforward.
To notice the leading signs of a new SEO-based content strategy, you’ll need at least 3 months of Google crawls, and at least 6 months before you’re truly humming. When it comes to direct content income, we prefer to think of it as the icing on the cake.
If you operate an SEO-based content marketing campaign for a successful eCommerce firm, for example, you’ll almost certainly see some direct conversions from your blog. Most individuals, on the other hand, aren’t going to do a top-of-funnel Google search to discover an answer and then convert straight away. This is why your content should strive to promote the growth of the site’s main pillar/transactional pages through a technical internal linking strategy, as well as expose new people to the brand on a monthly basis so you can retarget them with paid advertising and move them further down the funnel.
When looking to demonstrate positive ROI through your content marketing efforts, it’s important to consider additional success metrics such as assisted revenue and overall growth in organic revenue. In highlighting details like a customer’s last touchpoint before purchase, these metrics can help to showcase the success of an integrated content marketing, on-page, and off-page SEO strategy.
Make Your Content Count
Over time, your content marketing approach may have a huge influence on your organization. It’s a marketing technique that can drive a lot of top-of-funnel traffic, which equals more new customers for your company. The most essential thing to remember is that calculating content marketing ROI is very dependent on your definition of success and your company’s goals. Remember to create benchmarks so you know what good looks like, and don’t be hesitant to alter your objectives and pivot your content marketing techniques over time to achieve the best results.
Whether you have an eCommerce, business to business (B2B), or lead generation business, content marketing can move the needle and help you acquire customers in a more cost-effective way.
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