The main goals of online marketing campaigns are generating brand awareness and increasing exposure. These two aspects – brand awareness and exposure – are very important, but rather difficult to measure. How can you determine the extent to which your content is productive?
Here are 9 key factors that you can analyze in order to have a clear idea of your content marketing campaign ROI.
- Sales – improving sales is the ultimate goal of any marketing campaign. One way to achieve that is increasing your customer base. See how many new customers your content brings.
- Time on page – the longer the average visit duration is, the higher your site ranking will be. Use Google Analytics to find out how long visitors spend on one piece of content or the other.
- Bounce rate – a low bounce rates indicates engaging and high-quality content that makes visitors browse around.
- Lead generation – it is not always easy, but it is definitely relevant to determine the leads a certain piece of content generates.
- Subscriptions – with every piece of content, encourage visitors to sign up to your mailing list. You can later determine which pieces brought the most subscribers.
- Shares on social media – posts on social networks are very easy to follow. Keep an eye on them and see which ones are the most popular.
- Backlink generation – useful content attracts high-quality backlinks which consequently increase your ranking and traffic.
- Comments – posts generating a large number of comments reflect well written content and engaging topics. You can use this information when choosing the topic for your future posts.
- Expenses – test and see which content marketing strategy benefits you the most. Calculate the difference between the cost of the campaign and the revenue, and you will know what content strategy is more efficient.
