Most marketers seem to believe that their work is effective: Only 35% of marketers say that they know the return on marketing investment (ROMI) is “very important”. poll from HubSpot. However, the same study found that 91% of marketers are confident that their campaigns will affect revenue.
If marketers do not understand the return on investment of their marketing activities, they will not know at all that these efforts will bring benefits to the end result.
This is especially true for content marketing, which is a long-term investment in nature: one content does not necessarily directly lead to sales growth, which means that there is no simple formula for determining the ROI of a content.
However, the fact that measuring return on investment in content marketing is not always easy does not mean that it is impossible.
When you start a campaign with the ultimate goal in mind, you can both measure its success and optimize your campaign to get more high-quality leads. That way, when someone in your business asks, “What are the benefits of content marketing?” there is both an answer and receipts to back it up.
Four steps to better content marketing results
Before I touch on the content marketing metrics you want to use to track your results, let’s take a look at some of them steps you can take for better content marketing results.
1. Make sure search engines find your content
When was the last time you saw your site appear in search results?
Take a moment and do it now. Type “site: yourdomain.com” into the Google search bar and see what appears. You should see sections and pages of your site one after the other.
If you can’t see your content, create an updated Sitemap so that Google can index and make sure all important information, such as titles and subheadings, is written in text, not images.
2. Select a keyword where you want to place your content
Use keyword research tool– like what Moz offers – to find relevant keywords that people are searching for.
If you’re just getting started, look for keywords with relatively low competition that will still increase your search volume; this way you will not start a major disadvantage. Once you’ve selected one, of course, start incorporating them into your content.
3. Evaluate your leading points
Define what makes someone a qualified sales lead for your business. Take advantage automated lead assessment offered by most marketing automation systems.
The automated lead generation system looks at lead demographics and activity on your site. For each feature or action, it gives a positive or negative rating based on the settings you choose.
If you already have a lead evaluation system, review it to see if your parameters are still correct.
4. Set up a smooth sales funnel
Think of an effective content marketing strategy as a chain: each link leads from one piece of content to another, and the chain ideally ends with a sales call. Set a sales funnel to reflect this process.
The sales leaflet should contain at least the following:
- An off-site piece of content that reaches a large audience and refers to a blog post that leads to many conversions
- An exciting and educational blog post that provides a relevant call to action and thus entices readers to learn more about your products or services
- An invitation to an action that leads to a landing page where readers can download a piece of high-quality gateway content, such as bleach, checklist, or template
- The order in which readers are placed after downloading contact information to download your gateway content – which should aim to provide enough value for the lead to the lead
After following the previous steps, you’re ready to accurately measure your content marketing results with content marketing metrics.
Three content marketing metrics to measure progress
Once you’ve set up Google Analytics or another analytics solution, you can start by measuring three key content marketing metrics that show you how your content strategy works.
1. On-site analysis
On-site metrics include the total number of visitors to your website, the pages with the most views, and the time spent on your site. They can help you monitor how effective your content is in engaging your audience.
Content that attracts, engages, and engages your audience will help you create a set of marketable sales leads that you can pursue.
2. Marketing Qualified Sales Leads and Sales Qualified Sales Leads
The more leads you generate, the more likely you are to have marketable leads (MQLs). From there, you can grow these leads into content so that they become qualified sales leads (SQLs) —that is, ready to dive into sales conversations and eventually become a customer.
For potential leaders to decide sales qualified, use the BANT method (budget, agency, needs and schedule). As MQLs begin to show that they have the budget, the power to make a purchase decision, the tangible need for what you have to offer, and the urgency to implement it quickly, these sales leads have been turned into SQL.
3. Lead conversion rate
The lead conversion rate shows you how effective your content marketing efforts are in paying customers. If you generate a lot of leads, but few of those leads turn into customers, you may need to re-target your content to different audience hotspots.
Actions to take after measuring content marketing metrics
These three sets of metrics will help you create benchmarks that you can continue over time. You can then decide what you want to improve before you act.
For example, if you get a lot of visitors to your site, but few of them turn into a sales lead, you need to work on improving the MQL metric. Or, if you generate a lot of leads, but you have a low closing rate, you’ll first need to work to improve your conversion rate metric.
By taking the right steps to measure your content marketing metrics and adjusting your results regularly, you can ensure that your content marketing investment pays a controllable dividend for years to come.