If your content marketing isn’t hitting the mark, you’re wasting time and money. Plain and simple. So how do you go about figuring out whether yours is doing the trick? There are a variety of metrics that you should be monitoring in order to get the most of out of your marketing dollar.
So, when it comes to good content marketing tips, it’s time to look a little bit closer at the work you’ve been doing in this department and find out if you are reaching the earnings potential of your online content. The time to determine your return on investment is now, so you can adjust accordingly and stop throwing good money after bad.
These are some of the most important metrics that a company such as Motion would monitor and analyze to help you get more ROI from your content marketing.
Quality of Leads
Your content is designed to grab the attention of your audience in the hopes of generating leads that will turn into sales from paying customers. If your content is failing in that capacity, you will need to find ways to fix the problem.
Monitoring the quality of your leads relies upon analyzing how the audience is reacting to your content with respect to the actions taken after visiting your page and reading your content. Whether it’s grabbing a lead magnet or seeking out relevant resources, the user must be taking steps that can lead to a sale.
Here is where you need to crunch some numbers as to the leads your content marketing received and how many were converted into actual sales. To take it even further, your will need to assess the value that was exhibited by those sales. Once you do all of this math, you will begin to get a much clearer picture of the efficacy of your content and how well it is working to accomplish the task at hand.
High quality content should be the sales pitch that turns your leads into customers who are buying your product or service.
This facet must not be overlooked, yet it’s not always an easy metric to determine. In order to get all of the pertinent information necessary to help you figure out the ROI on your content marketing, you must first examine the amount of web traffic your website is receiving. That means not only checking the basic traffic rates but also exploring the changes in that traffic, whether it’s growing or showing signs of a reduction over time.
In addition to the traffic, you must also determine the length of your user engagement. When visitors come to your site, how long are they staying there? If you are getting low bounce rates and users are spending extended periods of time on your page, then your content is doing the work that it’s supposed to do.
This should be very useful for generating leads and increasing sales with paying customers. Hopefully, those same customers are returning to your site, engaging with your content, and doing repeat business with you.