Content marketing is an unpaid marketing strategy that usually takes more time than paid advertising campaigns. However, businesses still need to know about the progress of their content marketing efforts. Without knowing how their content is performing, their companies are just like hitting the air aimlessly.
To cope with these problems, content marketing ROI has become a new helpful metric that gives businesses detailed insights into how their content is performing. This helps them precisely analyze their different content marketing efforts and prevent them from jumping to misleading conclusions. According to studies, 72% of companies credit their success to closely monitoring their content marketing ROI.
What are Content Marketing Metrics?
Content marketing metrics are like the checkpoints that dictate the success of content goals and are used as an evaluation
Metrics are generally used to show how businesses’ top-of-the-funnel, middle-of-the-funnel, and bottom-of-the-funnel content strategies are performing. They cover content terms customer engagement, lead generation, traffic growth, acquisition rates and conversion rates.
Metrics and (Key Performance Indicators) KPIs differ depending on business goals and content marketing objectives. Some businesses focus on engagement rates, so some focus on lead conversion rates. Their selection entirely depends on content marketing goals.
Content Marketing Goals
Content marketing goals are business ideals that marketers aim to reach through their content marketing and online reputation management practices. These goals vary depending on the organization’s specific strategy, market audience and type of content.
Some of the content marketing goals are:
- Increasing The Growth of Leads: It focuses on improving the numbers of marketing and sales-qualified leads. This usually contains content that aims at convincing users to take certain actions or decisions, which is why it mainly includes Call-To-Action (CTAs).
- Creating Engagement With Prospects: These objectives include engagement rates and enhancing customer interaction with brands content. It involves certain engagement metrics like retention rate for website blogs or likes, shares, and comments for social posts.
- Organic SEO Improvement: These goals are aimed at elevating website search engine rankings. This involves creating content that brings more website traffic and helps rank on top of the Search Engine Result Pages (SERPs).
- Increasing Retention Rate of Customers: Many businesses create different content marketing strategies to entertain their existing customer base. These types of content aim to strengthen customer relations by including loyalty or referral programs.
- Accumulating Sales Growth: These include all the practices and tactics to bring customers one step closer to sales. This process usually follows case studies, product reports, and other technical materials such as lead magnets or source-to-conversion pages.
What Are Some of The Important Content Marketing Metrics?
-
Organic Traffic: Getting To Know About Visitors
This metric handles the number of website visits captured from organic search engine results. This indicates how well the content is optimized for search engine optimization (SEO) and content quality.
Businesses can use Google Search Console to follow their content’s search traffic.
-
Page Views: Understanding Which Pages Are More Popular
This helps businesses analyze which of the pages of their website are performing better in terms of getting customers’ attention. This will help enterprises know which content pages are becoming popular and how they can use their popularity to achieve their content revenue marketing.
-
Number of Backlinks: Learning How Off-Page SEO Efforts Are Working
Learn how many backlinks your organic content marketing strategies are bringing. Counting the number of links will help analyze the amount and quality of backlinks from reputable websites.
2. Conversation Rates: Examining Leads to Customer Ratio
This metric shows brands how their lead conversion magnets are working. For example, the number of lead signups of whitepapers or newsletter subscriptions reflects the influence of their different content services. Businesses use different heatmaps and Conversion Rate Optimization (CRO) tools to see the behaviors of their prospects.
Why Is Measuring ROI for Content Marketing Difficult?
Paid advertising methods are easy to measure, considering their quick returns. However, measuring the results of content marketing efforts is a different ball game. Some of the things marketers face are:
Problems in measuring conversions: Many marketers struggle to attribute conversions to their specific content pieces and lead magnets.
Content usually has a long sales cycle. Any content marketing trend or strategy usually takes a long time to show results, making it difficult to find a revenue stream from revenue.
Closing Words
Content marketing ROI is helping businesses find how their content is performing across multiple marketing channels. From initiating brand awareness to engagement and conversions, metrics and tools allow marketers to analyze the performance of their multiple content marketing tactics
For more read: The Ultimate Guide to Getting Started with Crypto-Engine.pro Blog
