An Efficient Way to Measure the ROI of Content Marketing

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Contents
According to data from a study conducted by the Custom Content Council (CCC), between the end of 2013 and the beginning of 2014, 80% of organizations will invest in Content Marketing . However, between 40 and 50% of business owners are still unsure of the effectiveness of these strategies (Trust Gap data). This highlights the growing need for improvement in measuring the ROI of Content Marketing .

There are many benefits: generating trust, creating long-term relationships with customers, increasing web traffic, etc. However, it is difficult for us to see the return in sales of our efforts when veterinary email list generating content. Therefore, we must not give in to despair, since each piece of content generated will not mean one more sale, but the results will be achieved together, with the new opportunities that arise from the creation of a good brand image.

On the other hand, the analysis of strategies created on the website and social networks has improved, especially in the way we measure marketing campaigns so that our efforts are more predictable and we can know which actions fill the sales funnel. However, we still have to modify our actions and be aware that what is really important is the content , this should be the center and not the platforms.

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So, to get good measurements, we will have to look at the engagement achieved in our audience in general, understanding these strategies as a whole; the important thing is to know what our audience saw, not where they saw it. For example, we should not focus on knowing how many people saw our website, shared our posts on Facebook, etc., but we will have to analyze which of our contents were the most viral . Thus, instead of knowing the activity of our social networks, we will know the intentions of our target audience, their tastes, their preferences, etc.

Another strategy that we can carry out to measure the ROI of Content Marketing is to avoid the obsession of attracting users to our website and taking our content to where our potential customers are , for example, to the platforms where our competitors share their products.

It is true that there is still no direct way to measure the ROI of Content Marketing in terms of sales; but, as in other areas, in the future new tools will appear that will allow us to directly calculate the performance of our efforts in relation to the income obtained.