Content marketing metrics and ROI allow you to see the results generated by your content marketing strategy. Content marketing for lead generation is essential. And so, you need to work on promoting your blog, and building your brand’s presence on social media…But do you know how much value you actually get from these marketing efforts?
An effective content marketing strategy is the key to lead generation and conversions. And to make sure your marketing plan is working as intended, it’s important to learn how to measure content marketing ROI by tracking revealing metrics. See what your focus is, along with these six key content marketing metrics below when measuring the impact of a content marketing campaign.
Increase content marketing ROI
Return on Investment (ROI) is a performance measure used to evaluate the efficiency or profitability of an investment or to compare the performance of several different investments. ROI directly measures the amount of return on a particular asset, compared to the cost of the investment.
Content marketing ROI allows you to see the results generated by your content marketing efforts, but these results are not always expressed in dollar signs. Some may focus on building brand awareness, while others’ efforts are devoted to increasing direct sales.
Whatever your content marketing goals are, here are a few key factors that can help improve ROI for your business:
- Conversion rate
- Consumption rate (number of pages visited, session duration, etc.)
- Social interaction (likes, views, shares, etc.)
Content marketing metrics specifically related to these three categories should be your primary focus when measuring the ROI of your content marketing strategy.
6 Key Content Marketing metrics
When you open Google Analytics, you’ll be presented with tons of statistics and metrics related to website performance, user behavior, and more. However, not all of these analyzes are necessary. These are the most important marketing metrics if you’re trying to determine the ROI of your content marketing efforts.
Your brand website is key to your content marketing efforts. That’s where you provide content that attracts visitors and ultimately converts them into customers. One of the easiest ways to measure the effectiveness of your website is to track its traffic, which includes:
- Total number of visitors
- Traffic source
- Session duration
- User Commitment
- Free traffic changes
You can find out where your visitors are coming from through Google Analytics by clicking Conversions > Overview.
In particular, referral traffic provides insights into which marketing efforts generate the most value. Increased referral traffic often shows that customers find value in the content you provide and are interested in your brand.
Use this data to tailor your marketing efforts to focus on the channels generating the most valuable visitors to your website.
Keyword Ranking measures how your content ranks or positions for a certain keyword or phrase when found through search. When a user types that term into a search engine, your content will appear high in the results.
SEO and high keyword rankings help bring more traffic to your websites. If you get the top position on SERPs (search engine results pages), more people will see your content.
One way to understand how well your keyword targeting is working is to see which pieces of content are bringing the most traffic to your site from search engines. You may find older content consistently driving search traffic to your site.
Interaction on social networks
Content Marketing on Social Media
Social media is an essential and effective tool for building brand awareness, increasing web traffic, and generating conversions. To determine if your social media campaigns are having an impact, focus on user engagement such as likes, shares, comments, and more. information, keep the following questions in mind:
- Which platform is most effective in reaching your target audience?
- What times of the day get the most engagement?
- What type of content generates the most engagement (e.g. blogs, video images, etc.)
It’s important to carefully plan your social media content to target the right people and direct certain users to the content where they’ll get the most value. For example, you can redirect Facebook users to a brand’s blog page for more information, while you can send LinkedIn referrals directly to a sales page.
Sales rates and conversions
Your conversion rate is one of the most informative and important content marketing metrics for determining ROI. How many visitors are turning into leads and how many leads are turning into paying customers?
Comparing sales and revenue to total website visitors is an easy way to see if your content marketing efforts deliver real value to potential customers.
Google Analytics also allows you to create custom goals, which you can use to set and track sales goals. By doing this, you will be able to see the percentage of website visitors that actually make a purchase.
You can also look at the means by which these visitors traveled through your site to the point of purchase, providing you with valuable insights into which pages are successfully nurturing leads. power.
Bounce rate is a simple content marketing metric to gauge the effectiveness of your landing pages and website content. Bounces are sessions viewing a page, and your bounce rate is the total number of bounces divided by the total number of visits.
A high bounce rate can be caused by many factors:
- Low-quality landing page
- Poor site navigation
- Low-value content
- Poor load times (per HubSpot, after five seconds of loading, conversion rates drop by more than 4 percent for every additional second)
In general, a high bounce rate indicates a poor user experience, while multiple pageviews in a single session indicate a high-quality lead. Reducing bounce rates can help increase conversions and your content marketing ROI.
Email engagement rate
Your email list is one of the most valuable marketing materials you own. Anyone who has chosen to subscribe to your email list is a lead and can be directed to convert. Email marketing campaigns are a great way to deliver high-quality, directly relevant content to current and potential customers.
You can track email opens and clicks to see what types of content your audience is most interested in, and you can use this information to create valuable content that guides readers to the next step. of the sales channel