ROI is about comparing the resources (time and money) spent on something to the results it brings. Often, this is the financial gain (the profit) you get when you cash out the money you originally invested – this is philippines number generally understood as ROI. But in terms of content marketing, other metrics can and should be used to measure return, such as the number of followers gained on social media, page rankings, or the quality of leads generated from online content.
Because of this, ROI can’t be determined without first understanding how your content relates to your overall business goals. For example, if your goal is to increase your social media presence and that’s why you’ve been investing in social media content , you may want to use metrics like followers gained to calculate your return on investment.
In this guide, we'll take a closer look at how you can understand and measure the ROI of your content marketing, so you can discover what's really working for your business.
Deciding what to track
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Content marketing isn’t just about creating amazing content for your brand (although that’s a big part of it), it’s also about ensuring that this content achieves the desired results. To understand your return on investment, you need to know what you’re tracking. As stated above, ROI is often understood to be about financial gain, but it doesn’t always have to be that way.
So before you start any new content marketing campaign, you first need to understand who you are actually targeting and what you aim to achieve so that you can align your results with your overall goals. This will help you determine your return on investment. Below are some suggestions for important metrics you can use when tracking your content marketing:
Social media engagement, whether it be followers, comments, likes or shares.
Website traffic and engagement
Email Open/Response Rate – Email outreach remains one of the most effective forms of marketing, so it’s important to really nail down this aspect of the process and ensure your email deliverability has been fully optimized to improve your chances.
SEO Success: Checking if your pages are ranking well on Google and for the right keywords
Newsletter subscriptions
Sales: from ads, newsletters, social media posts, etc.
Lead quality: By working with your sales team, you may be able to identify how you direct potential customers to your products or services and whether this leads to a sale.
What you choose to track is up to you, and will ultimately depend on what you want to achieve with your content. Just make sure you have a good idea of the metrics you're using to calculate your content marketing ROI before you get started. This will better help you give feedback to the team and measure your success.