Content marketing is on the rise. Whether it’s to stand out from the competition, attract more traffic or generate more leads, there Morocco WhatsApp Number List on social media. But how can you ensure the relevance of your actions? How to measure the return on investment of your content marketing? To read on the same theme:
Web content has many virtues. It has positive repercussions on the natural referencing of a website, it allows to heal its brand image, to reach new targets, to generate prospects and even to convert them into customers.
As a web marketing consultant, I am regularly confronted with the same (obviously understandable) question from advertisers: how quickly will I be able to earn income from your actions? When is content marketing going to make me money? This is a very big mistake! The ROI of a content strategy isn’t just about the revenue it generates.
How much does my content marketing earn me? No, the ROI of content marketing is not measured in euros. Why will you tell me? It is true that the temptation is great, especially in difficult economic times. Before investing, we must know how much this investment will bring us back and under how long.
However, reducing the ROI of content marketing to the revenue it generates is incorrect. The explanation is simple. It is very easy to measure the income generated by content marketing: all you have to do is analyze the conversion rates of the pages concerned, analyze the purchase journey of your customers and the amount of the average basket resulting from the content in question.
How To Set Up A Relevant Content Strategy
But how many Internet users does this concern? We tend to consider that a good conversion rate is between 1 and 5% depending on the business and the customers (B to B or B to C). By considering only the income in the measure of the ROI of its content marketing actions, we limit ourselves to the 1 to 5% of converted Internet users, who went to the cash register. In other words, we deprive ourselves of 95% of the information. It would be a shame to deprive yourself of information allowing conversion over a longer term!
Which KPIs to measure my ROI. How to measure the ROI of your content marketing in a relevant way? Since the ROI of content marketing isn’t just about the revenue it generates, you’re going to need to determine other metrics. In the business, we talk about KPI for Key Performance Indicator or key performance indicator.
To determine your KPIs, you need to be based on two key elements: The objectives of its content marketing. The message to get across. Specific objectives for a relevant ROI. It is impossible to carry out a content strategy without determining its objectives very precisely. Why do you want to create content? What do you expect from it? If your answer here is “money”, you are on the wrong track!
Your content can indeed have repercussions on your entire company: marketing and sales of course, general management, but also human resources and accounting.
For example, your objectives may be to increase your website traffic, and therefore improve your visibility, or even improve your brand image and your notoriety.
The Periodic Table Of Content Marketing
Did my message get through?
Let us not forget the primary function of the content: to convey a message. Before you jump right into content marketing, you’ve worked out the message (s) you want to get across. So why not incorporate this work into measuring your ROI? If your message got across, you’ve reached your goal. So yes, your message can be “Buy! Go buy it! “… But not only !
Determine your KPIs
Now that you have answered these two points, you are in a position to determine the performance indicators to follow to precisely measure the return on investment of your content marketing. Concretely, the KPIs of your content strategy fall into 3 categories: visibility, resonance and established relationship.
KPIs related to visibility
These indicators are the most obvious to define and monitor. They come down to defining who has read your content.
To measure the visibility of your content, all you need to do is analyze the traffic on the website concerned and its origin, in particular from social networks (reach):
Number of visits
Sources of these visits
Number of clicks on social networks
KPIs related to resonance
This is to analyze the resonance generated by your content, in other words the echo it had on social media.
Number of shares: Retweet for Twitter, Repin for Pinterest or share for Facebook
Number of likes, likes, favorites, + 1 …
Number of mentions on social networks, forums, blogs
The KPI linked to the relationship created
These KPIs are very interesting but also more complex to analyze. This is in fact determining all the indicators to measure the interest in your brand / product generated by your content.