How to prove the content marketing ROI?
Content Marketing is a strategy that is gaining more and more enthusiasts. According to a Hubspot study, 70% of Digital Marketers already claim to use the approach for different purposes. Through it, it’s possible to reach, attract, qualify, convert, and retain consumers.
The idea is simple: to produce quality content and apply SEO techniques to attract the right attention and generate organic leads. Then, through a nurturing process, it’s possible to build strong relationships with the clients, improving brand authority and credibility.
Naturally, it requires some investments, although the values are usually much lower than those of conventional marketing.
Still, to ensure the efficiency of your company’s management, it’s necessary to monitor the strategy’s performance and find out whether the returns justify the investments. Want to know how to prove the Content Marketing ROI? In this text, we’ll give you valuable tips, such as:
- Observe your results before the strategy’s implementation;
- Use the statistics provided by social media channels;
- Keep an eye on your number of subscribers;
- Get used to Google Analytics;
- Keep track of your expenses.
Observe your results before the strategy’s implementation
As expressive as your results may be, it’s difficult to state their full importance without comparing them with other periods. This reinforces the value of documenting all your strategies, recording both the techniques employed and the results obtained. If you do this, you’ll have constant access to valuable data.
Therefore, divide your company’s activities in two moments: before and after the Content Marketing strategy. Then, get the sales curves of both scenarios and compare them. If you can count on data visualization software, this process should be simpler and much faster.
If everything is going well, you’ll notice that the ROI generated by Content Marketing represents an advance over the former numbers. If this isn’t the case, you need to make optimizations to change the course of the strategy.
Use the statistics provided by social media channels
Social media are essential pillars of any Content Marketing strategy. Channels such as Instagram, Facebook, and Twitter make it easier to reach your audience and, on top of it, stimulate their engagement. Likes, comments, and shares are indicators of your content’s efficiency.
It is no use, however, to establish a presence on these channels without offering engaging and personalized experiences for users. For this reason, investing in interactive content is an increasingly popular practice among many companies.
The good news is that most of these platforms have their tools for data collection and generation. In Instagram Insights, for example, you can check the number of profiles your publications have reached and estimate how many of them have been converted into followers.
With this kind of information, you have enough resources to compare with the investment made and, from that, estimate if the ROI is acceptable.
Keep an eye on your number of subscribers
First of all, we need to reinforce that you should not consider your number of followers an essential metric for your strategy. It’s important to prioritize quality rather than volume, so having a few engaged followers is worth more than attracting thousands who don’t interact with you.
This is one of the reasons why buying followers is not recommended. When buying a list, you have no control over people’s characteristics, which represents a greater challenge in converting them.
That said, you still must keep an eye on the number of people who follow your channels.
Any major variation can be an indication of how valuable were your most recent actions. A drastic drop in the number of subscribers, for example, points to some problem in the strategy, which can vary from the content format to the time they were posted.
In such a situation, it’s possible to look at the most recent actions and identify possible causes for the drop. Observe the variation in the number of followers after a publication, for example, to estimate the effects it has caused.
Get used to Google Analytics
It’s fair to say that, currently, Content Marketing revolves around Google. The algorithm used by the search engine to rank the results of SERPs is the reference for any company’s SEO efforts. The idea is to use the wide reach of Google to get through to an even broader audience.
During this process, there is no choice but to use Google Analytics’ functions and features. The tool provides excellent data for you to evaluate and optimize the efficiency of your strategy. So if you and your team aren’t used to the software yet, it’s time to change that.
With Google Analytics, you can find out, for example, the bounce rate, which indicates the number of visitors who left your website after accessing only one page. If it’s too high, you need to take steps to make the visitor experience more enjoyable, or you’ll waste part of your blog investments.
By measuring the most critical metrics and comparing them with the investments made by the marketing department, you can precisely calculate the strategy’s ROI.
Keep track of your expenses
As you already know, establishing a budget to use throughout the strategy is a basic action to simplify any ROI calculation.
In the context of Content Marketing, however, it’s common for the plans to undergo unforeseen changes. It’s therefore imperative to keep track of your expenses and ensure that the data entered into your ROI calculator is accurate.
For example, you may notice that your persona is more present in other communication channels, such as possible new social networks. When you perceive change like this, you need to make adjustments to maintain the digital presence of your brand, which may require extra investments.
In another situation, an Instagram post may reach a high level of performance and cause you to boost it in an ad campaign. These one-off actions are not foreseen in a Content Marketing plan but may be valuable to increase the success of the strategy.
While changes on the budget are mostly common and acceptable, you must properly record such variations to make sure your calculations don’t miss any details.
Now that you know how to prove the Content Marketing ROI, you can take the necessary steps to ensure the best results. In addition to avoiding financial risk, ROI is a key metric to find bottlenecks and optimize your strategy.
Do you want to keep learning? Check out this text, where we explain how to create content that drives sales!