The return on content marketing is undeniable, but measuring it is one of the biggest headaches in digital marketing . If you want to know the keys to achieving it, keep reading!
The True ROI of Content Marketing
How to attribute ROI to content marketing
Traditionally, marketers attributed conversions to the last action a user took. If they clicked on an AdWords ad to enter the page and purchase, voila! SEM took all the credit.
But today we know that the reality is much more complex
Users go through different stages of the conversion funnel from the moment they first hear about your brand to the moment they make their purchase. Before clicking on that ad, your new customer may have already Mexico Mobile Phone Numbers Database an article on your blog, visited a comparison site with similar products, and watched a live video of your brand on Facebook, for example.
In order to better measure the actual consumer journey
we now talk about assisted conversions and not just the last action the user took. We already have tracking tools that allow us to identify multiple touchpoints, such as Google’s Multi-Channel Funnels. With them, we can see all the steps the user has taken to reach conversion. So the problem of content marketing ROI seems to be solved… but again, the reality is not so simple.
Return on investment in content marketing
To truly measure the ROI of content marketing , there are two questions left to answer.
The first is how much each
Touchpoint influenced the final conversion , and therefore, what value Europe Cell Phone Number Example we attribute to it: 20% of the sale price? 40%?
There are experts in this field, such as
Avinash Kaushik, who have B TO C Database themselves to analyzing the different attribution models to see how valid they are. While this is very valuable information, ultimately every company and every conversion strategy is different .
If you want to know
What really works for you, you will have to apply different models and experiment until you find a formula that really helps you progress in your marketing .
And the other unknown is all the added benefits that content marketing can bring to your brand beyond conversions, such as improving brand image or customer service. Calculating the ROI of content marketing around these goals is a bit more complex than adding two plus two, but it is also possible if we know how to set the right objectives and understand how each action contributes to achieving them.
Ultimately
You have to keep an eye on the overall results: are your profits outstripping your marketing spend ? If so, you’re on the right track!
