If you’re reading this, you probably have already realized that there is value in content marketing.
But now, like many other businesses joining the content marketing movement, you need to know how to tell if your content is working.
We tell you to create valuable content, be consistent, and put the customer first, and you’ll see amazing results if you stick with it. But, we can’t blame you for being skeptical about the ROI of your content marketing efforts. After all, seeing is believing.
We’ll show you how to effectively measure the return-on-investment (ROI) of your content marketing strategy, so you can march on with confidence.
Why measure content performance?
There are many important reasons to measure the performance of your content:
Figure out what works
Sometimes, you start off not knowing what types of content resonate with your audience. You can do research, talk to customers, and do some educated guesswork, but you won’t know for sure until you try. By measuring how well (or not well) your content is performing, you can keep the same strategy, or adjust based on the results you find.
Provide the most value
The point of content marketing is to create valuable content that resonates with your audience and influences their behavior over time. You should never be creating content for the sake of having more content. Each piece should be intentional and valuable. Always think: quality over quantity.
That being said, performing an audit of the content you already have, diving deep into the metrics using a tool like Google Analytics, and determining what has performed best historically, can help guide you with what to create next.
Repurpose the good stuff
If you can measure your content performance, you can bottle what is working, and reuse it over and over. For example, say you published a blog post that essentially “broke the internet,” in terms of popularity. You can take that content, and turn it into an incentive tool for capturing leads, like an infographic or SlideShare that people receive after signing up for your email newsletter.
When it comes to content, think smarter not harder, and reuse what’s already working. There’s no need to reinvent the wheel.
How to measure your content performance
Measuring content performance can be as easy or as complicated as you choose to make it. Choose easy.
Content marketing, when done well, provides your audience with the answers they’re searching for online. When your customer types in a question to a search engine such as Google, and they click your content that pops up, this is considered an “organic” visit. Organic traffic is free, meaning you don’t pay for it like you do other means of web traffic, like pay-per-click advertising.
In other words, by providing valuable content, you can bring your customers and prospects to your website for free, or organically.
The simplest way to think about content performance, is by measuring how much organic website visits you’re getting, and comparing it to how much those visits would have cost if you had paid for them.
So, essentially, your ROI is how much money …read more
Read more here:: B2CMarketingInsider